A Heritage Brew, Now Brewed for Profit
For decades, haldi doodh-golden milk—turmeric milk—was a staple in Indian homes. Whether it was a cough, cold, sprain, or just a bad day, dadi would warm a glass of milk, mix in turmeric and a pinch of black pepper or ghee, and hand you what felt like a potion of comfort. It was a routine, a tradition, a medicine passed down generations. Most importantly, it cost next to nothing.
Today, that same haldi doodh is served in high-end Indian and international cafes under the swanky name of “golden milk” and priced anywhere from ₹300 to ₹500 a cup.
Wellness or Whitewashing?
The transformation isn’t just about pricingof golden milk. It’s about branding, identity, and the paradox of value. What was once a symbol of simplicity is now a product of the luxury wellness economy. Starbucks, wellness bars, yoga cafés, and boutique restaurants across India and the West now serve this as an exotic elixir.
“Dadi gave it for free, and we laughed. Now we sip the same thing for ₹500 with pride,” read a viral meme that captured the irony perfectly.
Why Is This Happening?
1. Globalization of Ayurveda: As the West embraces holistic health, Indian remedies are entering foreign wellness menus.
2. Branding Matters: Rename it “golden milk,” serve it in a mason jar with almond milk, and suddenly it’s Instagram-worthy.
3. Colonial Validation: Ironically, Indian traditions often gain status only when they’re acknowledged abroad.
4. Domestic Disregard: We devalue our own heritage until it comes back with a price tag and a foreign accent.
The Broader Trend: Haldi Doodh Isn’t Alone
This isn’t an isolated example. Makhana is now “fox nuts.” Amla juice is sold in fancy bottles for skin detox. Neem is the new buzzword in Western skincare. Even ashwagandha has found shelf space in GNCs and Whole Foods across the U.S.
In every case, the story is the same: India exports the remedy, the world markets it, and we buy it back at 25 times the cost.
So, What Should We Do?
- Value Our Traditions: Appreciate the wealth we already have in our kitchens.
- Reclaim the Narrative: Celebrate and promote Indian wellness on our own terms.
- Build Our Brands: Let Indian startups and ayurvedic companies market these remedies globally—without losing cultural integrity.
Final Sip: Culture Shouldn’t Cost ₹500 a Glass
The rise of golden milk isn’t just a story of clever marketing; it’s a reflection of how we treat our heritage. There’s nothing wrong with the global popularity of haldi doodh. The question is: will India just be the source—or also the storyteller?
Until then, maybe the most revolutionary thing you can do is head to your kitchen, mix a spoon of turmeric into hot milk, and thank your dadi for knowing better—for free.
FOR MORE BLOGS –beyondthepunchlines.com
Author: Team BTP
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