Culinary Motherhood: Dalda's South Asian Imprint

Motherhood, and the trajectory of Dalda unfolds against a complex cultural landscape in South Asia. Motherhood transcends biology and encompasses familial care, with food preparation playing a central role. South Asian culinary traditions consider food not merely as sustenance, but also as a medium of love, a celebration of togetherness, and a means of preserving heritage. Mothers, as the primary architects of these meals, are often seen as guardians of this rich culinary legacy. Historical paradigms align mothers with the pivotal role of familial well-being in terms of emotional sustenance and alimentary provisions. According to the World Values Survey conducted in 2010, approximately 60% of respondents from South Asia associated the primary responsibility of meal preparation with maternal roles.

Within this cultural framework, Dalda carved out a significant market presence. Initially positioned as an economical alternative to traditional desi ghee, Dalda resonated with mothers, who, as key decision-makers in family nutrition, sought to uphold culinary traditions without significant financial strain.

This intersection of economic and cultural concerns cemented Dalda's place in many South Asian kitchens.

Dalda's advertising campaigns amplified an emotional connection, frequently featuring mothers using Dalda to prepare family meals. Such portrayals were simultaneously reinforced by societal norms identifying mothers as primary caregivers. These advertisements did more than mirror societal realities—they constructed an aspirational vision of motherhood, wherein mothers expertly balance economic constraints and nutritional priorities. Dalda, introduced as a budget-friendly substitute to the traditional desi ghee, found resonance particularly with mothers. As significant influencers in family nutrition decisions, they aimed to strike a balance between upholding time-honored culinary practices and managing household budgets. Dalda, meeting this intersection of economic viability and cultural fidelity, swiftly secured its niche in numerous South Asian households. The 2017 study by the International Food Policy Research Institute (IFPRI) shows that an approximate 55% of South Asian women surveyed experience societal compulsion to perpetuate traditional culinary rituals, even when contemporaneous alternatives are at their disposal. In this context, Dalda's positioning serves a dual purpose: ensuring economical feasibility and facilitating adherence to culinary traditions

Marketing is not merely a commercial tool, but also a potent cultural force. The strategies adopted by Dalda not only capitalized on cultural norms, but also influenced and defined those norms for future generations. Campaigns showcased mothers employing Dalda in the crafting of familial dishes, reinforcing and often idealizing their role as the principal nurturers. These promotional efforts both mirrored and subtly sculpted societal expectations—reiterating motherhood as synonymous with caregiving, while also framing it within evolving economic paradigms.