The Lady of the House buys for reliability.

I spent six months in kitchens across India, not in boardrooms, not in pitch meetings, but inside real homes. I watched how groceries were chosen, how decisions were made, and who actually influenced them. What I realized changed how I think about consumer brands forever: health claims don’t drive purchase, they justify it later. No one wakes up wanting “16g protein per 100g” or “low glycemic index.” They want softer rotis, food their kids won’t reject, something that feels familiar, something that doesn’t disrupt routine. Taste, texture, habit, and trust drive the first buy. Health enters the conversation only after the product has earned its place on the shelf. It becomes the reassurance. The validation. The story people tell themselves to feel smart about their choice. In Indian kitchens, emotion and practicality close the sale.

If the Roti turns hard, the product is out. If the family complains, she switches back. Zero margin for error.