In the words of Mr. Bijoor himself:
The observation of a South Indian marriage actually struck an idea in my mind. We (he and his team) had observed that in a South Indian marriage, there was considerable time between the serving of the papad and the rest of the food – this was an opportunity! So we started supplying the marriages with papads having Tata Kaapi printed on it along with the bride and bridegroom’s names, something on the lines of “Tata Kaapi wishes X and Y a very happy and prosperous married life”. You should see the impact created. For people who were till then used to the routine of marriage and the menu, suddenly there was something to talk about. It was really exciting because the papads were unique to each marriage and the time frame really spread the word and fame around. The sales of the Kaapi rose tremendously after that.
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