Pickle-maker banks on red wave for Lal Salaam success

With the new Left Democratic Front government assuming power in the state, an entrepreneur here has debuted with a brand that salutes the taste buds of Kerala. The timing of the launch may be seen as a bid to capitalise on the red wave that is sweeping the state.

Brandnamed 'Lal Salaam', the pickle range from the Thiruvananthapuram-based Rainforest Food Products Pvt Ltd, comes as a welcome change both in taste and design of the pack for the pickle-loving Malayalee.

Sources in the company say 'Lal Salaam' comes in three different flavours "� garlic, lime and mango. "The branding idea is unique and revolutionary in the pickle and spices segment. Our products are a tribute to the fiery red chillies that are responsible for the distinctive flavour of Kerala's traditional pickle recipes. Lal Salaam salutes the spicy palate of Kerala and the very idea of red distinguishes the tastes of our region from the bland western flavours," they added.

Rainforest Food Products has also priced its products competitively similar to the other players in the market. The company has preferred to stay almost in the same price range if not a tad higher. A 300-gm pack comes at a price of Rs 39.50.

Company officials refused to divulge the exact investment or the expected sales figures, only saying that 'Lal Salaam'would be seen in the super marts in the Gulf region too very soon. Rainforest has set up a state-of-the-art facility at Poojappura in Thiruvananthapuram.

Company officials said, "Our manufacturing and product packaging division ensures stringent checks across various parameters starting from procurement of raw materials to recipe consistency, processing and packaging."

The company had made a splash on all television channels in Kerala during the election season, heavily relying on the red colour. Stark Communications which holds the Rainforest campaign account went ahead with the commercials following the exit polls and election survey predictions of a red wave in the state.

The poll predictions have proved true and it's a red wave sweeping across Kerala. The question now in front of Rainforest Food Products is that whether the Malayalee taste buds in the state and abroad would say a loud 'Lal Salaam' to its pickle range.