Why Women Actually Love Grocery more than Fashion. Well, They Should!

"Two-thirds of women are the primary grocery shoppers, 84 percent of women are the sole preparer of meals in the household and majority of these meals (64%) are made using fresh ingredients," suggests a survey conducted in the USA by Private Label Manufacturers Association (PLMA) and Global Market Researcher. Back home in India those numbers and percentiles only increase. Women do grocery more out of love than anything else. Grocery (the stuff and the recipe) goes with grace of a woman; brings more goodness to them than the fashion of the hour does.

Now follow the run! And the names in this story are NOT fictional.

Leela was shopping at a high-end Gurgaon mall with Sharat, her fiancé. They had to grace a friend's wedding ceremony. She knew she had to look well dressed. After all, his relatives are going to critically examine the bride to be.

The smart manager at the store sensed the kill and was effusive in his greetings. Leela liked it. She settled for the dress, a Pink Polygeorgette Sequinned Kurti that the manager suggested. The gentleman Sharat was, he would not let her pay. (He might have changed his mind had he seen the price tag before displaying his bravery to pay. No wonder the adage “discretion is the better part of valour” is so apt.:)) . And arm in arm they headed home to change for the evening function.

Leela was looking gorgeous in her new pink dress, and so were 4 others wearing exactly the similar dress ! She was distraught. She even wanted to return home as soon as she saw the dupes! She insisted that the others were wearing fake stuff. But still nothing could assuage her inner grief. It lingered on like remorse after paying your taxes !

Cut to 3 months hence.

Much married and settled happily with Sharat. He suggested that it was time to call his extended family of 12 people over for dinner, now that the excuse of the honeymoon was over. It had to be this week on Saturday since the US cousin was leaving on Monday. Kanta Bai, the maid was always off on Saturdays. Leela had a prepare for a marketing pitch on that day too. She thought to herself, “I have 5 hours to cook or to croak”. She felt more adrenaline in her from the thought of the dinner test than the pitch. Clients come and go. But relatives only go!

She logged onto an online grocery portal in Gurgaon. She had seen their parachute logo, but this was the first time she was going to order. To be sure, she called up the call centre and an executive, Chandrakanth answered all her questions very patiently. She placed a big order of Rs 5000. She hoped like hell that she had ordered everything.

The delivery boy called up from the online grocery company at 12:15. He had arrived. Hurray ! India is changing. For once things are on time. And what’s more - in full.

She set about the cooking. Sharat’s people were Maharastrians. She summoned courage and made a range of their dishes. The mutton rasa was the highlight. She was nervous. But the table looked appealing.

The dinner done. It was grand success. The Rassa and Aamti were super hits. Even Priya (Acid) Aunty pinched Leela’s cheeks and said, "Sharat bhagyawan ahe".

Leela reflected. The dinner was her own creation. Without Kanta Bai. Sharat had a new found respect for her now. He asked “ who else can we call for dinner next?” The rolling pin narrowly missed him! Leela was happy.

You see?