Swadeshi Mandi: Kovilpatti Kadalai Mittai | #VocalforLocal | NITIE | MIG

Swadeshi Mandi (Vocal for Local)
Kadalai Mittai 
From Kovilpatti
This Independence day, Eat Tasty and Healthy!

This 74th Independence Day, National Institute of Industrial Engineering (NITIE), Mumbai with Marketing Interest Group (MIG) under the supervision of Mandi sir is organizing "Swadeshi Mandi" with the theme of "Vocal for Local".  Our honorable PM Narendra Modi has already called for "Atmarnirbhar Bharat". NITIE conducts "Mahamandi" every year. This year the theme of "Swadeshi Mandi" is required for India to be self reliant.

Through "Swadeshi Mandi", Our Mandir sir is taking forward the vision of our Prime Minister Narendra Modi. Swadeshi Mandi promotes local cultures, local cuisines, and local traditions and make them popular on a global level. We the students of NITIE are proud to take forward the vision of Mandi sir in making the Swadeshi Mandi event a grand success and in the process promote our rich culture and learn about business communication and the art of promoting a product.

We had to form groups and identify engineering innovations, local handicrafts, Geographical Indication Tagge products, or local cuisines from our native places. We have to then promote them on social media and make business opportunities for them. We will also have to plan to see the business prospects of the product and plan to promote it by creating posters, videos and then we have to upload the posters and videos on our social media for maximum reach. Social media is powerful and the limit of social media is infinite. Mandi sir teaches about this in our class and expects the students to master the art of business communication through social media promotion.

We, as students of NITIE now carry forward the vision of Mandi sir with great enthusiasm and have come up with great concepts, posters, and promotion. In this blog, I'll be talking about the local sweet that me and my teammate, Chachin have chosen to promote and be vocal about it.

Kovilpatti Kadalai Mittai

Kovilpatti is an industrial city in Thoothukudi District in the Indian state of Tamil Nadu. Kovil means "Temple" in Tamil. It is a temple town. Kovilpatti is very popular for its sweet bar/chikki called locally as "Kadalai Mittai".

At a time when COVID-19 dominates search trends and news coverage, an unlikely story brought smiles on the faces of people of Tamil Nadu. Tamil Nadu has amongst the highest number of GI (Geographical Indication) tags that recognise a product as originating from a particular geographical area or location. The Kovilpatti Kadalai Mittai became the latest sweet from Tamil Nadu to be recognized for its popularity and entered this prestigious list of products that have the GI tag in India.

Kovilpatti Kadalai Mittai is easy to make. It can truly be made popular in a global scale. In fact, each part of the world has its own version of a peanut candy. So, people will already be familiar with some form or the other.

It's essentially two ingredients - groundnuts from in and around Kovilpatti that grow in black soil, typical of the area in Thootukudi district in southern Tamil Nadu, and organic jaggery. Most locals also attribute the special flavour of the Kovilpatti kadalai mittai to the water from the nearby Thamirabarani river. 

We salute the Prime Minister and Mandi sir for giving us this wonderful opportunity. We hope that the Kadalai Mittai crosses seas and becomes truly global. There are already a lot of manufacturers in and around Kovilpatti who manufacturer but if there is a large scale effort and an online campaign to popularize the Kadalai Mittai, it will truly be global and will also help the local economy too.

"Socho Socho Becho, Bech Bech ke Seekho"

Links for MIG NITIE:

https://twitter.com/mig_nitie

https://www.youtube.com/user/nitieprasad1/playlists

https://www.youtube.com/user/nitieprasad1/playlists

https://instagram.com/migofficial_nitie

 

B Arvind Rajagopalan

PGDIM 27

2002045