Refrigerator

I just came across an article yesterday which actually impressed me. It was outlining the change in the Middle class Indian, circling around just the refrigerator. It pointed to a time 10 years back when a 165 L refrigerator was enough for a household of 4 and more than sufficient. In the 10 years, we have graduated to a 300 L capacity fridge and along with it a horde of lifestyle and shopping changes.

Where now veggie shopping is once or max twice a week in urban India. Where semi processed food, like shelled peas, chopped veggies also take up space in that refrigerator. Also most of us have also started subscribing to the poly pack milk and at times buying for 2-3 days at a time.

Then enter juices, getting a glass of orange juice used to be an ultra luxury seen only in advertisement covers and all.

Not the least we have ice creams nearly all round th year in our freezer space. Then also enter some so called exotic ingredients like, pasta sauces, mushrooms, baby corn and tofu which also take some of the space. So do tomato puree, ginger garlic paste, coconut milk which make cooking possible in like 20 mins. So the good ol' refrigerator has recorded a change in our buying patterns and eating patterns. Like I mentioned earlier, this is not my observations but that of the author in Brand Equity but all the same, it is a point worth sharing.