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Maiyas storms into southern traditional space with Rasam Xpress in cubes
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Tuesday, 01 December, 2015, 08 : 00 AM [IST]
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Nandita Vijay, Bengaluru
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Maiyas Beverages and Foods is now offering Rasam Xpress in cubes. The product has now transformed the preparation time of rasam from 20 minutes to just 30 seconds.
“After a research of about 10 years, we have now been able to come up with two new types of masala cubes, which dissolve into hot water in just 30 seconds, to produce the aromatic south Indian soup, rasam. This is a cent per cent natural product with no preservatives, additives and chemicals. The cubes have a shelf life of over one year,” explained Dr P Sadananda Maiya, founder and CMD, Maiyas Beverages and Foods.
The firm has invested in manufacturing technology from Germany and Taiwan to make its rasam cubes. "We can claim to be the first to have done this without using any chemicals or preservatives. We have used nanotechnology to create a product with a shelf life of one year,” he added.
Dr Maiya began working on the product in 2004 when he was still with MTR Foods. "Four years of efforts went into it which was in vain. The development of rasam cubes again resumed research efforts in 2010, which could see signs of success only last year," he said.
Rasam, according to Dr Maiya, is a must in a south Indian daily diet and and many people cannot make it the authentic way.
The cube is made using dal, rasam powder, jaggery, tamarind, asafoetida, coriander, curry leaves and so on, according to Maiya. He added that nanotechnology had helped retain the natural flavour of rasam. The company will offer two versions: Regular Rasam and Pepper Rasam cakes which are scheduled for an official launch on December 6 in Karnataka. The innovative product is targeted at office-goers, working couples, senior citizens and so on. The rasam cubes, will be sold only through the online store www.maiyasonline.com and introduced in other retail stores later.
The product will be made available in Chennai in early 2016. The company is now working to add tomato rasam to its product line. The product will be priced between Rs 10 and Rs 15 a pack. Rasam's taste differs according to the region or the community that makes it. Each region or community has perfected its own way of making it. A research by brand expert Harish Bijoor revealed that there were 211 types of rasams in south India alone. “Maiyas rasam cubes might convert rasam into a beverage in addition to being an additive to rice. It will be drunk as a hot beverage in winter.”
“What is the difference between ordinary rasam and mouth-watering Rasam Xpress? Flavour. Every sip tasting exceptional. To get the best flavour, the best ingredients are utilised. That is why we have pursued to ensure the right flavour is needed to enjoy authentic Rasam,” trailed off Dr Maiya.
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