CONTENTS vol. i, no. 2 | APRIL-MAY 2018
P.3
P.24 Editors Note
P.28 2 Embarking upon an ambitious journey
P.38
EXHIBITIONS & EVENTS
3 Flavours & Fragrances Expo 2018
– A memorable second step in an exciting journey
WIDE ANGLE
9 Dietary supplements and super foods-the new age rage
11 Caviar: the vanity food
EXPERT VIEW
14 Career in the flavours & fragrances industry
SPECIAL FEATURE
18 A dummy’s tour through the fragrances industry
22 CFF introduces sugar-free plant-based
flavoring to create ‘healthy’ beverages
Feature
24 In search of healthy food
28 The ‘Attar’ mystique- some interesting facts
regarding essential oils
32 Hyacinth, the color fantasy mystic healer
Business
36 Global tilt towards natural products dictates the
f&f market
Flavours & Fragrances
38 The Health food & supplements’ market is
growing steadily in India
40 The humble ‘Hing’ - asafoetida
43 Global F&F ingredients’ market projected to exhibit
CAGR of around 5.68% during 2016-2021
In the news
44 The Amazon and Whole Foods marriage comes with
huge questions about what you’ll be able to buy there
www.ffwindia.com 1
Editor’s Note
Embarking upon an
ambitious journey
Publisher & Chief Editor To embark on a new journey
Melwyn Fernandes is never an easy task. But we
bit the bullet and launched
Associate Editor Flavours & Fragrances World
Lidwina Fernandes magazine in February 2018. We had
the headwinds of our mega Interact
Editorial Consultants Conference behind us and the huge
Dr. G. S. Ranade success of the conference sweetened
Dr. Sitaram Dixit the launch somewhat. So here we are
Dr. Jyoti Marwah with our second edition.
Dr. Renuka Thergoankar The industry of Flavours & Fragrances
Dr. Geetanjali Ranade is a growing one and India is a
huge market. The conference only
Marketing & Advertising emphasised this and the response was testimony to the huge potential
Jasvinder Soor of this segment. Our magazine was a hit and this time we are extending
our reach. With a panel of some eminent experts from the industry on
Media & Activations board, we certainly aspire to be the Numero Uno mag in this segment
Brenda Subramani with your support.
Layout/Graphic Designing We aspire to be the pulse of the industry and disseminate useful and
Akash Prajapati purposeful information concerning Flavours & Fragrances which will
serve as a handbook for readers within the industry as well as those
Subscription & Distribution peripherally connected to it. Since the industry is mostly about R&D
Ulhas Lad with newer varieties and combinations coming up from time to time,
our effort would be to keep abreast with the trends. We also plan to
discuss with the movers and shakers in the industry and bring you their
views and opinions through this publication.
Disclaimer: All material printed in this publication is the sole We are certainly excited and we hope you are too. Your comments,
property of Flavours and Fragrances World. Printed material suggestions or any relevant contribution to Flavours & Fragrances
text, photos, graphics contained in this publication is from World magazine by way of articles, information, advertisements,
contributors and not necessarily of the publisher. Despite advertorials or even photographs would be most welcomed. We would
careful checking, we accept no liability or responsibility try and publish the same in the relevant issues, with due credits to you.
to any person for any costs, losses or damages caused by
printed material. Welcome to the family.
Integrral Business Exhibition & Media LLP Melwyn Fernandes
100, Link Plaza, New Link Road,
Oshiwara, Andheri (W), Mumbai 400102.
Phone: +91 9930817579, +91 7700044220
Email: [email protected] | Website: www.ibem-india.com
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vol. I, no. 2 | APRIL-MAY 2018
Flavours & Fragrances Expo 2018
A memorable second step in an exciting journey
• F&F Correspondent
Lighting of the Lamp: (From L to R) Dr. Jyoti Marwah, Dr. A. P. Jayaraman, Inaugural Ribbon Cutting: (From L to R) Mr. Melwyn Fernandes, Dr. Luke
Mr. Chandrakant Salunkhe, Dr. Sitaram Dixit, Mr. Ramakant Harlalka, Mr. Grocholl, Mr. Chandrakant Salunkhe, Mr. Jayant Roy, Dr. A. P. Jayaraman
Melwyn Fernandes
Foreign Delegates at the Flavours & Fragrances Expo 2018
The Second edition of FLAVOURS & FRAGRANCES EXPO
2018– India’s International B2B Flavours & Fragrances “
Exhibition was inaugurated by a distinguished panel
which included Mr. Chandrakant Salunkhe (Founder, President
of SME Chamber of India), Dr. A. P. Jayaraman (Sr. Nuclear
Scientist), Mr. Ramakant Harlalka (Managing Director, Nishant
Aromas), Mr. Jayant Roy (CEO & Principal Consultant, JRMC
Global), Dr. Luke Grocholl (Regulatory Management– Sigma-
Aldrich Corpn., USA), Dr. Jyoti Marwah (Aromatherapist &
Former ICLES M. J. College), Dr. Sitaram Dixit (Independent
Consultant for Flavours & Fragrances and Chairman–
Guidance Society of India-CGS).
“The programme was professionally organised
and well planned. Good speakers and they did
full justice to the work shop. The Exhibition
was very relevant– exhibiting the traditional
and modern demonstrations/applications of
Flavours & Fragrances Expo 2018.
Dr. G. S. Ranade, Managing Director,
G. S. Ranade & Associates
The Exhibition was supported by many renowned Trade Chief Guest Mr. Chandrakant Salunkhe (Founder & President– SME Chamber
Associations & vibrant Trade Media which included All India of India) with Mr. Amol Shah & Mrs. Kajal Shah (Fine Fragrances)
Cosmetic Manufacturer’s Association (AICMA), SME Chamber
of India, National Medicinal Plants Board, Ministry of AYUSH
(Government of India), All India Cosmetic Manufacturer’s
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Exhibitions & Events
Dr. Luke Grocholl at MERCK booth with the Inaugural Panel of Flavours & Business Discussions with Potential Buyers at K.P. Manish booth at the Flavours &
Fragrances Expo 2018 Fragrances Expo 2018
Mr. Benoit Blanchard (Sr. Vice President– Perfumery Ingredients) & Mr. Jerlin Jacob Association (AICMA), Aerosols Promotion Council (APC),
(Manager Business Development– Perfumery) Synthite Industries Ltd. at business Basic Chemicals, Cosmetics & Dyes Export Promotion Council
discussions with Potential Buyers (CHEMEXCIL), Spice Board of India (Ministry of Commerce &
Industry), MINTEL India, Indian Institutue of Packaging and SIES
School of Packaging/Packaging Technology Centre. “
FLAVOURS & FRAGRANCES EXPO 2018 attracted more than
17865 visitors from different Industry segments like Cosmetics,
Personal Care, Home Care, Air Care, Food & Beverage,
Confectionery, Pharmaceutical and beyond. The Key players
of Fragrance & Flavour Industry congregated to connect, share
and ideate during this two day event which provided a global
industry platform for the buyers and sellers to build network
“and do potential business.
Flavours & Fragrances Expo 2018 Exhibition
and Interact Conference was an engaging
and valuable meet providing the participants
reinforce their learning to allow them much
to think about and apply the skills when back
on their own.
Dr. Sitaram Dixit, Director,
Consumer Guidance Society of India
Mr. Ramesh Vaze in interaction with Alta Oils Bulgaria exhibitor The electric atmosphere and the intense and hugely relevant
interactions and exchanges that took place at the event were
certainly an endorsement and encouragement for us all.
Product info being shared with potential visitors at Sanbij booth The purpose and the vision
4 Over the years, the Fragrance and Flavour industry in India has
flourished but the market has been dominated by the global
manufacturers. The Indian F&F market as per estimates is
about US$ 400 million similar to the International market. The
immense potential inherent in this segment not just locally, but
globally, is the motivation that lent purpose to the organizing of
the 2nd edition of FLAVOURS & FRAGRANCES EXPO 2018.
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vol. I, no. 2 | APRIL-MAY 2018
Flavours & Fragrances World- magazine inauguration: (From L to R); Interact Conference 2018 Speakers at their discussions
Mr. Melwyn Fernandes, Mr. Jayant Roy, Dr. A. P. Jayaraman, Mr. Chandrakant
Salunkhe, Mr. Ramakant Harlalka
The Indian Fragrance market is on a rapid growth trajectory “ Team Flavours & Fragrances Expo 2018 celebrating the success of Interact
due to significant technology advancements and increased Conference 2018
awareness and consciousness among the youth particularly, on
personal grooming and personality development. A marked
increase in consumer spending on beauty and wellness
products has contributed to the growth of the market. The
flavour market in India too is experiencing growth. This segment
encompasses beverages, confectionery, dairy, pharmaceuticals,
tobacco and so many others.
“It was a very successful event a lot of foreign
manufacturers could be seen here. Next year,
it would open new dimensions for Indian &
Global markets to interact with each other.
Ramakant Harlalka,
Managing Director, Nishant Aromas
The highlight of FLAVOURS & FRAGRANCES EXPO 2018,
was the “Interact Conference”, a power packed knowledge
sharing program that covers an array of subjects related
to the Fragrance and Flavour Industry such as the new
market trends, technical developments, legislative and
Product Presentation & Demos at Exhibitor booths
Visitors Exploring Product Options at Flavours & Fragrances Expo 2018 5
www.ffwindia.com
Exhibitions & Events
Dr. Jyoti Marwah conducting workshop on Aroma Therapy & Wellness Dr. Ela Atheaya conducting Pot Purri Fragrance workshop “
Mrs Shamim Ali at the live demonstration of Oil Extraction
Attentive participants at Dr. Sitaram Dixit’s workshop regulatory issues. More than 200 delegates took part in this
interactive conference.
The conference saw key note speakers like Mr. Chandrakant
Salunkhe, Dr. A. P. Jayaraman, Mr. Ramakant Harlalka, Mr.
Jayant Roy, Dr. Luke Grocholl, Dr. Jyoti Marwah, Dr. G. S.
Ranade (Managing Director & Professional Consultant, G.
S. Ranade & Associates), Dr. Sitaram Dixit (Independent
Consultant for Flavours & Fragrances and Chairman,
Guidance Society of India-CGS), Dr. Geetanjali Ranade
(Research & Head– Perfumery/Technical Development–
“Quintessence Fragrances Ltd.).
Thanks to the organisers for bringing together
this exhibition. We got a great response for
our several products.
Abhijeet Kelkar,
Director, Kelkar Foods & Fragrances
The list of other speakers and those whose papers were
presented at the Interact Conference include– Ms. Ranjana
Sundaresan (Consumer Analyst– MINTEL, India), Mr. Indranil
Mukherjee (Multi Commodity Exchange of India Ltd),
Section of attentive delegates at the Interact Conference www.ffwindia.com
6
vol. I, no. 2 | APRIL-MAY 2018
Dr. Ishita Marwah (MBBS, MSc Oxford University, London- Dept “ Gulkand workshop: Experienced persons from Gyanodaya
Communicable Diseases & Immunology), Dr. Shweta Marwah Foundation conducted a special workshop on gulkand making
MBBS MBA (IIM), Former Sr. Manager– Accenture India), at Flavours & Fragrances Expo 2018. They not only demonstrated
Dr. Santosh Sharma (Consultant– JFMC National Medicinal the process of gulkand making but also shared knowledgeable
Plants Board, Ministry of Ayush, Government of India), Ms. information highlighting the medicinal and therapeutic properties,
Tejashree Bandekar (M. Phil Student) Mr. Nikunj Harlalka– other health benefits of consuming gulkand and food delight.
(Director Organic Certification at C. G. Herbals) who made his
presentation on the changing trends in the Fragrance and Mr. Abhinay Gupta of Gyanodaya Foundation explaining the Recycle of
Flavour Industry. Temple Flowers into making agarbatti
“The major aim is to promote the essential oils
for aroma therapy segment so that people get
the genuine essential oils for their final blends.
We are really thankful to the organisers for
conducting such a lovely seminar.
Nikunj Harlalka,
Director, Nishant Aromas
The exhibition had a wide spectrum of interesting and Workshop in Making of Perfume: Mr. Krishnamurthy (Senior Perfumer)
intriguing allied events on offer. Interact Conference also had shared information and the process of making variety of perfumes which
platforms that showcased the latest trends and techniques was full of enhanced and useful knowledge beneficial to the all.
through “SHOWCASE”. The Exhibition was the ideal platform for
the perfumers and flavorists who could create their own blends
at “BLEND & BRAND”.
Live demonstration on Gulkand Making by Mrs. Jyoti Kulshreshtha Mr. Krishnamurthy conducting workshop on Making your own Perfumes
FLAVOURS & FRAGRANCES EXPO 2018 proved to be a perfect The icing on the cake was the launch of your very own
balance between business and learning as it created a perfect industry magazine– ‘FLAVOURS & FRAGRANCES WORLD’,
platform for the potential buyers and exhibitors to meet and which was officially born at Flavours & Fragrances Expo
form strategic partnership through pre-scheduled meetings 2018. ‘FLAVOURS & FRAGRANCES WORLD’ strives to be
at “ENERGIZE”. Apart from this, the show also had exclusive a complete guide of the flavour and fragrance industry,
“Experience Zone” that showcased the age old techniques including areas of flavour and fragrance trends, raw
of creating fine fragrances and flavours. There were some material & technology insights, application and the latest
interesting workshops too. in development of flavours, fragrances and consumer
products. Needless to say, the response was overwhelming
and has certainly enthused us.
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Exhibitions & Events
A Glimpse of Flavours & Fragrances Expo 2018
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vol. I, no. 2 | APRIL-MAY 2018
Dietary supplements and super
foods– the new age rage
D• F&F Correspondent But the star ingredients of the latest supplements are less
ietary supplements are hugely popular globally. frequently spotted on drugstore shelves. Riding the wave of
With greater health and figure consciousness interest around clean eating as a means to looking better, a new
coupled with familiar fears, this market is on a offering of capsules and powders is harnessing the power of
growth trajectory for sure. But are they really as good as obscure superfoods and powerful nutrients — from restorative
they seem? For Europeans, taking super-food supplements purslane to skin-balancing probiotics.
is far from being a fringe concept.
The supplement market in the U.S. is currently worth $133 Take the case of health concerns. Today, there’s been a spike
billion, according to Zion Market Research, and a crop of new in supplements formulated to regulate your digestive system.
start-ups like Care/Of and Ritual will now deliver personalized Rose-Marie Swift, the makeup artist and founder of the natural
vitamin assortments to your doorstep. Formulas with more brand RMS Beauty, has long been a raw-food enthusiast and is
holistic ambitions, focused on wellness and beauty, have also known for meticulously researching her ingredients. Recently,
been steadily on the rise. she launched her first line of supplements. The Women’s
Digestive Enzyme($64) contains proteases to “help break
Last fall, renowned celebrity Gwyneth Paltrow entered the game down your food, allowing for better nutrient absorption,” Swift
with a line of five supplements, including Goopglow ($60), a explains, which in turn lightens your metabolic load, and is
powder infused with antioxidants — CoQ10 and vitamin C also “very anti-aging for the body.” Or consider naturopathic
among them — that promises to revitalize your complexion and doctor Nigma Talib’s Healthy Flora ($65), a capsule filled with
defend against oxidative damage. 10 billion strains of lactobacillus acidophilus DDS-1 — one of
www.ffwindia.com 9
Wide Angle
the most well-researched probiotics, she says, and something Pharmacies have been stocking detoxifying milk thistle and
of a superstar bacteria — to balance your gut, along with anti- skin-renewing spirulina for quite some time, alongside other
aging grape seed extract. In April, the London-based practitioner body-enhancing fixes like cellulite creams and compression
will release Beauty in a Bottle, a mix of vitamins to strengthen tights. The cult Parisian skin care brand Biologique Recherche
hair, skin and nails, as well as Skin Immortal Collagen Plus, an recently teamed up with French nutritionist Pascale Modaï
ingestible form of firming collagen. to create Griffonia & L-Tyrosine ($111), a medicinal-sounding
pill formulated with Griffonia simplicifolia plant extract
For the truly committed, or should I say recklessly adventurous, it and an amino acid — together they work as precursors
would seem no ingredient is off the table. The German physician to dopamine, noradrenaline and serotonin, which might
Barbara Sturm, M.D. starts her day with a fresh glass of purslane, regulate mood and motivation.
the leafy green that’s found in her skin care products, to fight
wrinkle-causing inflammation. Realizing that this tonic might Beauty supplements are still a bit of a wild card — they’re
not be for everyone, she created Skin Food ($95), a tablet with a unregulated by the U.S. Food and Drug Administration, and
concentrated dose of the plant that’s also rounded out with skin- the results might only stem from a placebo effect. Jenifer
protecting Japanese knotweed root and hydrating glucosamine. Johnson, M.D., an internal medicine physician in Rye, New
“It’s an efficient way to ingest a high level of antioxidants, in a York recommends running anything you plan to take long-
very compact pill,” notes New York City dermatologist Rachel term by an expert. She adds: “I would rather see people
Nazarian, M.D. “It’s likely useful for anti-aging.” And purslane is invest the time and energy into improving their diet than
no common weed, she says. “It has significant amounts of beta- trying to find it all in a pill.”
carotene, vitamin C and antioxidants,” along with “high levels of
omega-3 fatty acids — five times higher than spinach.”
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vol. I, no. 2 | APRIL-MAY 2018
Caviar: the vanity food
In the early 20th century, Canada and the United States were the major caviar suppliers to Europe;
they harvested roe from the lake sturgeon in the North American midwest, and from the Shortnose
sturgeon and the Atlantic sturgeon spawning in the rivers of the Eastern coast of the United States.
The American caviar industry got started when Henry Schacht, a German immigrant, opened a
business catching sturgeon on the Delaware River. He treated his caviar with German salt and
exported a great deal of it to Europe. At around the same time, sturgeon was fishing from the
Columbia River on the west coast, also supplying caviar. At the time, American caviar was so
plentiful that it was given away at bars with the intent of inducing or prolonging thirst in patrons.
• F&F Correspondent
Caviar is an expensive food item virtually reserved for the sturgeon sensu stricto, and Polyodontidae or paddlefish) are
rich, famous and hugely privileged across the world. not caviar, but “substitutes of caviar.”They therefore help place
Most common people know it as ‘fish eggs’ but then is ‘original’ caviar on a pedestal. This theory is also adopted by
caviar only that? What makes it so sought after? the Convention on International Trade in Endangered Species
of Wild Fauna and Flora, the World Wide Fund for Nature, the
Caviar is perhaps the only food that has acquired a degree United States Customs Service, and France.
of notoriety for being the food of the ‘snooty’ and more of a
status statement to massage individual egos than merely a The main types of caviar are Beluga, Sterlet, Kaluga hybrid,
food variety. In fact some people openly say it tastes lousy. American osetra, Ossetra, Siberian sturgeon and Sevruga. The
But people still pay and indulge in this exotic dish. So what rarest and costliest is from beluga sturgeon that swim in the
exactly is caviar all about? Does it have exceptional food value Caspian Sea, which is bordered by Iran, Kazakhstan, Russia,
to go with the hype? Turkmenistan, and Azerbaijan. In the wake of over fishing, the
harvest and sale of black caviar was banned in Russia in 2007.
So let us dig a little deeper to find the answers to The ban on sturgeon fishing in the Caspian Sea has led to the
these questions. development of aquaculture as an economically viable means of
commercial caviar production.
Traditionally, the term caviar refers only to roe from wild
sturgeon in the Caspian Sea and Black Sea (Beluga, Ossetra Wild caviar production was suspended in Russia between 2008
and Sevruga caviars). Depending on the country, caviar may and 2011 to allow wild stocks to replenish. Azerbaijan and Iran
also be used to describe the roe of other fish such as salmon, also allow the fishing of sturgeon off their coasts. Beluga caviar
steelhead, trout, lumpfish, whitefish, carp and other species is prized for its soft, extremely large (pea-size) eggs. It can range
of sturgeon. in color from pale silver-gray to black. It is followed by the
small golden sterlet caviar which is rare and was once reserved
Caviar is considered a delicacy and is eaten as a garnish for Russian, Iranian and Austrian royalty. Next in quality is the
or a spread. According to the United Nations’ Food and medium-sized, light brown to rich brown Ossetra, also known as
Agriculture Organization, roe from any fish not belonging to Russian caviar. Others in the quality ranking are the gray sevruga
the Acipenseriformes species (including Acipenseridae, or caviar, the Chinese Kaluga caviar, and the American osetra. The
www.ffwindia.com 11
Wide Angle
Palace confirming that the Queen would not extend the royal
prerogative and that the sturgeon held by KC Caviar would
therefore remain the property of the company.
Italy
Beluga sturgeonwere common in the Po river in Italy in the 16th
century, and were used to produce caviar.
Siberian variety with black beads is similar to sevruga and is Cristoforo da Messisbugo in his book Libro novo nel qual si
popular because of its reduced (5 years) harvest period, but it’s insegna a far d’ogni sorte di vivanda, Venice, 1564, at page
more briny than other kinds. The Chinese Kaluga hybrid varies in 110, gave the first recorded recipe in Italy about extraction of
color from dark gray to light golden green and is a close cousin the eggs from the roe and caviar preparation “to be consumed
of beluga caviar. fresh or to preserve”. The writer and voyager Jérôme Lalande
in his book “Voyage en Italie”, Paris, 1771, vol. 8 page 269,
Cheaper alternatives have been developed from the roe of noted that many sturgeon were caught in the Po delta area
whitefish and the North Atlantic salmon. Other caviar of note is in the territory of Ferrara. In 1753 a diplomatic war broke out
harvested from sturgeon hybrids, such as A. gueldenstaedtii/A. between the Papal States, governing the Ferrara territory, and
baerii and H. dauricus/A. schrencki, and marketed the Venetian Republic about sturgeon fishing rights in the Po
under brand-specific names such as platinum river, the border between the two states. From about 1920
caviar or as daurenki, depending on the supplier. and until 1942 there was a shop in Ferrara, named “Nuta” from
Transnistria(Moldova) won a place in caviar producers
list since it built and put into operation modern
sturgeon complex. It is producing natural black caviar
of sterlet, bester, Russian sturgeon and beluga. Design
capacity of a fish-breeding zone is equal to 50-80 tons
of commodity fish and 5 tons of caviar a year.
Today, the Shortnose sturgeon is rated Vulnerable
in the IUCN Red List of endangered species and
rated Endangered per the Endangered Species Act.
With the depletion of Caspian and Black Sea caviar,
production of farmed or “sustainable” caviarv has
greatly increased. In particular, northern California Sturgeon fishing in the Po river in 1950, Italy
is reported to account for 70% to 80% of U.S.
production. In Canada, a sturgeon farm called Target
Marine Hatcheries is now the first producer of organic caviar in the nickname of the owner Benvenuta Ascoli, that processed
North America called “Northern Divine”. all the sturgeons caught in the Po river for caviar extraction,
Uruguay has become a major producer and exporter BESIDES using an elaboration of the original Messisbugo recipe, and
Canada and the USA. Other caviar producing countries include shipped it to Italy and Europe. Production was sporadically
Israel, UK, Italy, Spain, Iran and Saudi Arabia. continued by a new owner until 1972, when sturgeon stopped
swimming up the Po river. Since 2015, some sturgeon have
UK reappeared in the Po.
The British Royal family has held a long affinity with the Currently, Italian caviar is obtained almost entirely from bred
sturgeon since 1324, when Edward II decreed it a Royal fish, sturgeons. The caviar production is concentrated predominantly
whereby all sturgeons found within the foreshore of the in Brescia, which is considered the capital of Italian caviar[30]:
Kingdom are decreed property of the monarch. Today, in the in this area, in Calvisano, is located the world’s largest sturgeons
United Kingdom there is one producer of sturgeon caviar, farm[31] that produces annually 25 tonnes of caviar.[30] Italian
KC Caviar. Prior to starting caviar production in the United caviar is generally the most sold and appreciated in the world:
Kingdom, the company received a letter from Buckingham
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vol. I, no. 2 | APRIL-MAY 2018
Carp caviar with roughly half being collected from sturgeons near
Bandar Torkaman.
Italy is the world’s first producer.[32]
Saudi Arabia
Spain Caviar Court, in Dammam, Saudi Arabia, was established in 2001
In Spain, a fish farm called Caviar de Riofrio produces organic and began harvesting caviar in 2007. It produced about five tons
caviar.[33] per year in 2011 and is building a larger facility in Abu Dhabi
hoping to produce 35 tons by 2015.
Iran
The Iranian caviar is a very lucrative export good of Iran,
www.ffwindia.com 13
Expert View
Career in the flavours & fragrances industry
Dr Sitaram Dixit
Independent Consultant – Fragrances, Personal, Fabric & Home Care Chemical Industry
www.sitaramdixit.bravesites.com, www.sitaramdixit.weebly.com, www.sitaramdixit.yolasite.com
Sir, can we join the F&F industry? Do we need to be having equally well as an expert when the odour detection thresholds
a superior nose? Who should join this Industry? What increase from the first to the sixth assessment. However,
are our prospects? How should we achieve a successful novices differ from the experts in their ability to discriminate
career in this field? These are some typical questions that between similar odorants especially when they have to analyse
college students ask me especially at the beginning and end a constituent component in a complex fragrance. To a novice’s
of their university academic term. A simple ‘Yes’ or ‘No’ for an nose, all the odours are similar but to an expert they are
answer without proper justification or reasoning will rarely distinct. This ability is critical to this industry and obviously,
suffice. This paper is the an outcome of my personal experiences experts take the lead here. Nonetheless, one can achieve and
and opinions proffered in addressing these and many similar learn this discriminating ability if one puts in sufficient effort.
questions to students over the past many years. Experience plays a very important role in honing the skills of
olfactory discrimination specially in analysing olfactive mixtures.
People exhibiting superior athletic, artistic or academic Repeated exposure to an odorant enhances an individual
abilities have always been the subject of intense interest and ability to describe the sensory quality of the odorant and this
speculation. Right from Dhyanchand through Sachin to Anand, conceivably produces better discriminating ability.
we have had considerable attention and focus on understanding
the conditions that led to the development of their exceptional Expert v/s Novices
expertise among the select few. Media experts & psychologists In all aspects, experts are distinguishable from novices. This
for years have been studying the nature and development of is actually a by-product of the development of the expertise
expertise, the significant advances made, by such individuals. rather than the source or nature of the expertise itself. The
On analysis, the insights gained are good enough to apply in fundamental difference between a novice and an expert are the
understanding the reason of artistic creative success in the cognitive differences between their odour memories. Expertise
F&F field. In line with this perspective, let us try to understand consists of the differences in the way task relevant information,
individuals having expertise in this industry in comparison, with namely, ‘odour memory’ is stored and organised, the way the
novices strictly in the context of odour perception. expert evaluates the information, and then subsequently uses
it in analysing smell. To an industry expert this training of the
Gaining Expertise in Odour Perception cognitive process provides the association between perception
We believe that to join the F&F industry the first pre-requisite of an odour and the ability to recognise, name and compose
required is the olfactory ability of the individual. This includes with it. Generally, this cognitive process and subsequent
importantly odour sensitivity, odour discrimination and odour associations manifests differently in a novice and an expert.
memory. However, let me also clarify that the disparity between
an expert and a novice is not large enough to overcome by an Novices are usually very good at recognising previously
individual. Many say that a successful expert in this industry encountered odours but they are not good at identifying them.
is god gifted and possess an exceptional degree of olfactory This task of recognising and identifying the odour profile is
sensitivity. This is far from truth. It is no doubt true that people central and routine to people employed in the perfumery
working in the F&F industry are capable of exquisite sensitivity industry. Many times novices do recognise odours. They can also
and have unique odour discrimination powers but it is also a fact typically retrieve associative information like, where they have
that many individuals not strictly belonging to this industry also encountered the smell but are not able to give its exact identity
possess such powers in equal measure if not more. So what does or its name. An expert in the perfumery industry will smell
this indicate? It clearly means that anyone can develop increased ethyl vanillin and say it is so, along with its classification, unlike
sensitivity simply by practice and gaining good experience. a novice who will at the most, is likely to say that it smells like
vanilla ice cream.
Simple, repeated exposure to a particular test odour increases
an individual’s sensitivity to these odorants. Repeated Odour Perception - Sensory & Cognitive Aspects
observations prove that novices are also able to detect odour A novice and an expert differ in both sensory and cognitive
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Expert View
aspects of odour perception and this produces differences Cognitive Aspects of Creativity
in their responses with respect to an odour or fragrance. Cognitive activities are a means of handling or processing
Consider a situation where in a person becomes an expert information. It is same also in the case of odour perception. Any
due to repeated exposure to the same odour. In this case we individual has to perceive, remember, acquire and retrieve from
will observe that the odour perception of novices are more memory or transform information about odour. It is customary
likely to be biased or determined by the context in which it is to classify a novice to be having poor cognitive processing
perceived whereas experts who are exposed more often are abilities. However, it is important to note that experts have a
likely to process the odorant independent of the context in unique way to organise, store and access relevant information
which it occurs or any biasing information about. Likewise, so that when necessary it is amazingly easy and efficient for
the perception of both strength and irritancy of the fragrance them to use it at short notice. In this respect, we can say that
components depends on biases of respondents about the experts do not necessarily have superior odour memory per-se,
nature of the odorant substances. but they do have simply better memory for the task relevant
material. Experts by deliberate practice with the various
Let us suppose, we expose two groups of respondents to the elements of their craft have learnt to overcome the normal
same fragrance but are told differently about the odour. One limitations of memory about these domain specific fields. To
group is told that the fragrance is a pure natural good quality understand let us all glance at the following list of letters for say
essential oil and the other group is told that it is a cheap about five seconds and then try to remember them. Now this
industrial by-product chemical. The group with negative will test our memory.
information will rate the smell as having a very high intensity
and irritating in nature unlike the positively informed group. So NITSBISFDACGSIMSMEISDTAC
what does this indicate to us? The result clearly demonstrates
the power of cognitive processes namely expectations on the If you now try to recall the letters in the same order, you will find
perceptions of odour. This unique feature of odour perception it difficult. Now glance at the following list for the same amount
is utilised effectively by the marketing and advertising of time and try remembering them.
department colleagues who create an ambience for a fragrance
product especially in promoting it with a natural brand halo NITS BIS FDA CGSI MSMEI SDTAC
instead of selling it as only plain synthetics.
Compared to the first list, the organisation and placement of
Expertise in the F&F Industry letters in the second list makes it much easier to recall. Am I
What determines expertise in creative or intellectual domains? right? In the first case, difficulty arose due to the processing
In light of the above argument on the differences between limits in human memory. Scientists believe that the maximum
experts and novices, let us try to understand the development amount of unrelated information humans can process in
of perfumery expertise and try to answer. Although we have working memory at one time is about seven to eight letters.
insufficient knowledge on the cognitive nature of development When we try to rehearse and remember more than seven or
of this expertise in the perfumery industry, we can always use eight unrelated letters, we fill our incoming memory buffer
the understanding available from studies of the development and this displaces items that are already memorised and
of expertise in other artistic and creative domains. To acquire stored earlier. However, familiar items such as letters can be
expertise in any field the basic requirement is the same, namely, meaningfully organised into groups that are larger in number
innate talent, motivation, perseverance and above all deliberate but each one individually having smaller items that are by
constant repetitive practice, practice, practice and practice themselves related. This process of dividing larger number of
disjoined unrelated information into smaller related sets of
Traditionally people believe that innate talent is a pre-requisite associated information for the easy remembrance and recall is
for achieving expertise. Moreover, if any person or persons are what we call as ‘Chunking’.
innately talented they can easily achieve an exceptional level of
performance and expertise, once they have acquired the basic Chunking as a strategy in the F&F Industry
skills and knowledge. However, various studies and analysis Experts in the creative field make effective use of this cognitive
have clearly shown that skill learning and expertise is not organising principle of chunking. Chunking helps one to
directly related to innate talent alone. Expert athletes, musicians, remember more individual components as it is organised into
chess players, etc., have acquired virtually all the distinguishing ‘chunks’ or ‘larger groups’ of lesser information. Information that
characteristics of an expert performer only through deliberate an expert uses repeatedly is often organised into larger groups
practice of the chosen activity. In short, the only difference that are more meaningful so that one is able to supersede the
between an expert and a novice in improving their performance limits of human information memory processing. Let us now
is the lifelong deliberate effort to practice, practice, practice and look into and understand a practical example as to how the
more practice. strategy of ‘Chunking’ works for an expert in the F&F industry.
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1. Mandarin new musical compositions after he had become completely
2. Lemon deaf and could not receive any auditory responses of his created
3. Bergamot musical works. As a corollary to the above logic a perfumer or
4. Pine flavourist, whose olfactory and sensory ability is lost might still
5. Rosemary be able to create flavours and fragrances simply based on the
6. Basil memory of all those once experienced and now stored sensory
7. Vetiver combinations of odour and taste. Whatever may be the case in
8. Sandal any creative field, expertise only results from years of deliberate
9. Patchouli practice, which produces a large inter-associated network of
mental representations of the relevant compositions!
The above list contains nine different fragrance materials used
in the fragrance industry. A non-perfumer will process it as ‘Ten Year Rule’ of Creative Preparation
nine separate ingredients, whereas an expert in the industry In line with any field, to become an expert in the F&F industry,
would study this list into three distinct classes, 1 to 3 will form it requires a great deal of preparation and considerable effort.
the Citrus group, 4 to 6 as Herbal and 7 to 9 as Woody accord. Researchers have stated after exclusive study and analysis that
Extensive experience in the industry helps in recognising these a minimum ten years of effort is necessary to develop creative
chunks or patterns of aroma ingredients making individual expertise in any creative sphere. In the cognitive analysis of
components easy to remember for the expert than it is ever expertise, this is what we know as the ‘Ten year rule’. This rule is
possible by a novice. In addition to above, novices have different applicable in most fields where cognitive processes are involved.
mental representation of elements. A novice when asked to A master chess player reaches the grand master skill only after
imagine the final perceptual outcome of the nine blended he spends thousands of hours of preparation, playing chess,
ingredients would probably attempt to evoke the sensory reading and analysing games of other players, utilising an
memory of each single odour and then blend the resulting enormous amount of chess pattern knowledge. It is extremely
elements. Knowing the processing limits of human working rare to find a player to have achieved this level of expertise in
memory, this is nearly impossible. However, for an expert of the less than ten years of practice. Similar it is, in the case of writers,
F&F industry these elements are already organised into distinct who produce their great work only after they have spent more
accords through extensive cognitive and physical experience than ten years of writing. Ditto in the field of music, where
that the expert mentally combines. musicians achieve excellence only after putting over ten years
of hard work. Even child prodigies are able to create their
Importance of Cognitive Skills masterpieces only after a decade long years of gruelling training
Jean Carles the noted perfumer recognising the importance and hard experience.
of cognitive skills said that the most important feature for an
expert to succeed in the perfumery industry is to possess a good This ‘Ten year rule’ is also very much applicable for
olfactory memory. Fragrance experts create compositions from achieving success in the creative field of the F&F industry.
memory, based not on sensations but primarily on the memory Thus, a relatively long period of training is required for
of the sensations. This is a cognitive process and not a sensory becoming an expert in perfumery. Anyone who joins this
one. Is it not very similar to the expressions of creativity in other industry has to take inspiration from other compatriots
domains? during their long years of preparation necessary to attain
perfumery excellence. Expertise rests on a solid foundation
Painters have to know how a face will look from a multitude of of knowledge of the elements of the specific realm that
angles, whether the colour will harmonise or clash. The painter will continue to flourish for person-years. Like all creative
performs these attempts on the canvas of the mind, much skills, the perfumery industry is also a cognitive science and
before the painter actually picks up the brush and start painting requires a lengthy period of preparation to establish the
the masterpiece. Similar is the case of a music composer, who necessary cognitive requisites for creative excellence. Once
should know the timbres of the musical instrument, the sound, cognitive skills are established, it can be utilised to achieve
look, feel of the chords and the key structures. The music success in the innovative field of flavours and fragrances
composer gains this expertise only after considerable effort. indefinitely. Any one joining the creative F&F industry for
However, the effort put yields interesting benefits, as when the making a successful career should have ample patience and
creative elements of one’s craft and their potential combinations be prepared to put in considerable amount of effort. Are your
become entrenched mentally, then one can continue to create interested to join the creative F&F industry?
without additional inputs. Surprising, isn’t it?
Welcome & Best Wishes!
Remember Beethoven who could utilise his memory of notes,
the various instruments and their myriad combinations to create
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Special Feature
A dummy’s tour through the
fragrances industry
The primary focus of the fragrance industry is to ensure the safe use of fragrance ingredients and
the industry’s products. But its inherent mystique leads to asking some basic questions. We try to
compile some answers to straight questions as we dive deep into the World Wide Web.
• F&F Correspondent Top notes are the fragrance aromas that you smell when you
first open the bottle. This is because they tend to evaporate
What is a fragrance made of? the quickest of other notes used in fragrance manufacturing.
Perfumers typically use between 15-25% of top notes in
Fragrance oils are a mixture composed of essential oils, synthetic fragrance production. Common examples of top notes
aroma chemicals, and aromatic resins. In order to achieve the scent are: Lemon, Orange, Mandarin, Grapefruit, Basil, Bergamot,
that a perfumer is trying to achieve, the perfumer has more than Cardamom, Clary Sage, Coriander, Eucalyptus, Juniper, Neroli,
3000 different fragrance ingredients that he may use (natural and Peppermint, Pine, Tea Tree, Thyme, and Lavender.
synthetic). These ingredients come in the form of liquid, powder,
or crystalline. In order for a perfumer to be able to dissolve the Middle notes provide the body of the fragrance, and are smelled
powder and/or crystalline ingredients into liquid oil, he must use after the top notes have faded. Perfumists typically use 30-40%
solvents. A common solvent that has been used for over 50 years middle notes when creating a fragrance oil. Examples of middle
is DEP (Di Ethyl Phthalate). While this solvent has been declared notes are: Chamomile, Cedar, Cinnamon, Clove, Frankincense,
as safe by even the most intense worldwide standards, many Geranium, Rose, Ylang Ylang, Palma Rosa, Jasmine, and Marjoram.
companies, such as Natures Garden, decided years ago to only add
fragrance oils to their line that were phthalate-free (at the request Base notes are the notes that tend to linger in the air, and are
of many customers). Additionally, 99% of their old fragrance oils smelled last. Base notes, such as musk, are the ingredients that
were reformulated phthalate-free years ago; their perfumers used give a fragrance “staying power”. Without the use of base notes,
alternative solvents that were phthalate-free. fragrance notes will evaporate very quickly and not provide
ample scent throw. A perfumer typically uses 40-55% base
Although solvents are a necessary component in fragrance oil notes in the formulation of a fragrance. Base notes, such as
production, some companies may sell fragrance oils that contain musk, are one of the most expensive components in fragrance
diluents: cutting agents that ultimately reduce the strength of production. Without the proper use of these ingredients,
a fragrance oil. A common diluent is DPG (Di Propylene Glycol). fragrance will not last very long. Examples of base notes are:
Important note to anyone who is using fragrance oils for candle Musk, Benzoin, Patchouli, Sandalwood, Vanilla, and Vetiver.
making or soap making: Never use fragrance oils that contain DPG
for these applications. DPG prevents a candle from burning correctly,
and is one of the main reasons that Cold Process Soap seizes.
Although diluents should not be used for candle making or Fragrance oils versus essential oils
soap making, they are a necessary ingredient to use when
making incense/potpourri (cones, sticks, and liquid). Another Regardless of whether one chooses fragrance oil or essential oil,
example of the need to use diluents is when making candles scent sells products. Not only do scents allow people to smell
with essential oils. Some essential oils may need to be nice, scents also have the ability to create memories.
thinned out with a diluent so that they can properly travel
up the wick and burn correctly. Typical diluents added to The alternative to fragrance oils is essential oils. Although
essential oils for this purpose are: iso Propyl Myristate, or di- essential oils are natural and may provide therapeutic benefits,
Octyl Adipate. Neither of these diluents are natural, but are there are several drawbacks to using essential oils that should be
effective for this purpose. mentioned: 1. The cost of essential oils are typically much higher
than fragrance oils, 2. Essential oil prices can fluctuate based on
So, how does a perfumer create a fragrance oil? A perfumer weather, crops, and the trade relationships between countries, 3.
can either duplicate an aroma by use of gas chromatographic Essential oils are not as sustainable as fragrance oils, 4. Essential
(GC)-mass spectrometric (GC-MS) (which shows him the oils do not provide the variety of scents that fragrance oils
ingredients contained in a fragrance), or he can create a provide. You will never get a vanilla essential oil, a blueberry
unique fragrance oil by combining the right combinations of muffin essential oil, or a strawberry essential oil; only fragrance
top, middle, and base notes. oils can provide these scents, 5. Essential oils can cause just as
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Special Feature
many allergic reactions as fragrance oils (perhaps even more). In
fact, if the EU is successful at preventing known allergens from
being contained in perfumes, many of the most well-known
perfumes will need to be reformulated without essential oils. The
majority of the 26 known allergens on the EU list are from natural
sources; 16 are essential oil constituents and two are absolutes.
How to preserve and use fragrances?
If you want your fragrances to last longer (Why wouldn’t
you?), don’t store them in your bathroom or other damp,
warm places. Heat, light, and humidity will break down the
perfume and lessen the quality of the fragrance. Instead,
store them in cool, dry spots like on the vanity in your room
and away from windows.
Rub Vaseline on your pulse points before spraying your perfume (Photo courtesy: www.cosmopolitan.com)
to make the scent last longer. The ointment, which is occlusive,
will hold the fragrance to your skin longer than if you were to say, the perfume industry is still a big deal, just as it has been
spray it onto dry skin. for decades. However, just because the perfume and cologne
industry is as big as it has always been does not mean that it is
• Apply an unscented lotion before your fragrance. Oily the same as it was in years gone by. Generational change has
very much happened here.
complexions retain fragrances longer, so if you have dry
skin, use a moisturizer first to help lock in the scent. Rather, it could be said that the perfume and cologne industry
has undergone something of a revolution. Musky fragrances
• Spray your perfume right after taking a shower and before (such as Advanced Biotech’s Natural Hexyl Propionate) as
well as rich floral scents have been replaced by other types of
getting dressed. The moisture on your skin will help lock in fragrances. The heady fragrances of yesteryear have largely
the scent. This will also prevent the fragrance from staining been replaced by more vibrant, youthful fragrances. As such,
delicate clothes or jewelry. many of the notes that were at one time the dominating
aromas in the perfume and cologne industry have largely been
• Don’t dab the fragrance on your wrists after spraying. If replaced. Just as in the 1950s men and women began to favor
the complex synthetic aromas of classic perfumes, both men
you rub your wrists together, you’ll force the top notes to and women in the contemporary world are going back to their
disappear faster than intended and as a result make your roots and favoring more natural fragrances, making natural
fragrance not last as long. fragrance ingredients more important than ever to perfume
manufacturers worldwide. It may be argued that this market
• Target pulse points and warm areas on your body when is playing upon familiar fears even though the natural versus
synthetic argument may not always be tilted on one side as
spraying perfume. To make your scent last longer, choose demonstrated in some of the examples mentioned earlier.
a couple target areas (not all of them at once) . The warm
areas will help diffuse the fragrance across your entire body
and spraying your ankles and calves will allow the scent to
rise throughout the day.
What is a fine fragrance? Is perfume harmful?
Fine fragrance consists of a range of perfumes and colognes.
It is a general term for products diluted with alcohol. When
applied, fine fragrance can change one’s mood, and also asserts
one’s uniqueness. A company like TAKASAGO claims its original
fragrances are created by the finest perfumers in the industry, the
true maestro’s in fragrance creation. With their global presence,
they are able to expand the people’s horizons and help them
express their high sophistication and rich individuality.
The Most Popular Fragrances in the Perfume Industry
The perfume industry has somewhat reduced in size in recent
years compared to other segments of the fragrance industry,
but perfumes and colognes, as well as body sprays and other
scented body products, still rule in the market. Suffice it to
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Special Feature
CFF introduces sugar-free plant-based
flavoring to create ‘healthy’ beverages
• F&F Correspondent
However, manufacturers and other private-sector
interests are banking on the Government’s assurance
that there will be no new taxes, at least for the rest of
the year and hence, a levy on sugary beverages is not in
the making for now, says a report late March.
This must come as a real booster for weight watchers and Private Sector Organisation of Jamaica (PSOJ) President
the health conscious. Caribbean Flavours and Fragrances Howard Mitchell says that if the Government moves
(CFF) says it is lending support to manufacturers by to tax sugary drinks, a number of members will be
introducing a plant-based flavouring aimed at naturally affected. He notes that a month ago, the private-
reducing the sugar content of beverages without compromising sector lobby brought Health Minister Dr Christopher
the taste of the products or the health of consumers. . The good Tufton and industry players together in an attempt
news comes from Jamaica thanks to the Gleaner, which was to have dialogue on the matter. “We think that there is room for
established in 1834 and is still going strong in the West Indies constructive dialogue, and whatever decision is taken should
be informed by the facts,” Mitchell said in an interview with the
Caribbean Flavours and Fragrances Limited manufactures Financial Gleaner.
and distributes flavours for the beverage, baking, and
confectionary industries. It also offers fragrances for household He was supported by president of the Jamaica Manufacturers’
and general cleaning, body care, aroma therapy, and air re- Association (JMA), Metry Seaga, who said “the minister, when
freshener industries. The company was incorporated in 2001 he met with us, assured us that there would be no tax on sugary
and is based in Kingston, Jamaica. Chief Executive Officer of drinks for this year”.
CFF Derrick Cotterell says his company would be introducing
“tried and tested science” that has been around for more than According to Seaga, a tax on sugary drinks would be
10 years, which will allow Jamaica to catch up with many other problematic. “The industry is of the view that if there is a
countries in the world. problem, then we want to be a part of the solution and,
certainly, a tax is not the way to go about it.” At the same time,
“This is not at all an artificial sweetener. We are using a very CFF’s Cotterell says the possibility of a tax on sugary drinks is a
small quantity of a plant-based product that mimics the reality that industry players must seek to deal with.
sweetness of sugar, enhances flavour, while protecting the
health of the consumer,” Cotterell said in an interview with “To be fair to the minister, this is not something that is
the Financial Gleaner. unique to Jamaica. Indeed, we are seeing it all over the
world. Within the region and in the United Kingdom, they
have put on this tax. Indeed they have gone as far as to
ban certain items that have too high a sugar content,”
said Cotterell, while urging compliance on the part of
industry players.
The WI Government has been urging manufacturers of soft “Compliance is always better than having the Government
drinks and other refreshments to lower the sugar content of impose a tax. At CFF, as a responsible company, and with
their products in order to reduce obesity which gives rise to non- our industry partners, we want to ensure that we avoid
communicable diseases such as diabetes, or it may be forced to actions which may ultimately lead to higher prices for
use taxation as a means to get compliance. customers,” he added.
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The JMA represents the interests of several drinks He said that while the PSOJ has not heard anything further
manufacturers whose beverages are sold to the public since the meeting, he knew that private-sector interests stood
through distribution channels, including supermarkets, ready to promote a better understanding through research.
at recreational events and schools. There has been “My recollection is that there was an agreement from the
increased concern recently that the sugar content of those minister (Dr Tufton) that they were willing to engage in such a
products is too high, contributing to obesity which leads survey and the private sector offered to fund it,” Mitchell said,
to diabetes, high blood pressure and other chronic non- noting that as far as he knows, there has not been any forward
communicable diseases. movement on the part of the Government or the potentially
affected companies.
For much of 2017, academics and government officials have
been warning of the dangers. Dr Tufton, in leading a reduction Both Mitchell and Seaga agree that dialogue is the best way
in sugar content in products campaign through his ministry’s forward. The JMA head says industry players will be exploring all
Jamaica Moves, to maintain a healthy lifestyle, warned that avenues in the search for solutions.
regulations may be used to deal with the problem.
“Our members and the main players in the industry are working
In January 2018, Finance Minister Audley Shaw warned that the very closely with the Ministry of Health and most, if not all,
Government may use taxation as a means to keep the effects are reducing their levels of sugar with sugar substitutes in
of sugary drinks in check. This has led to some disquiet in the first instance, or just making a reduction by making their
manufacturing circles, with fears that a tax would drive up costs drinks smaller or not selling into the schools and things of that
to consumers. Mitchell said that was one reason why the PSOJ nature,” Seaga said.
sought to bring the parties together.
The PSOJ head says the Government’s commitment to not
“Promises were made on both sides to have rational, transparent introducing any new taxes is helpful. “The minister of finance
and open dialogue on the issue,” Mitchell said of the meeting a has said no new taxes (for fiscal year 2018-19), so I expect that
month ago, noting that he was satisfied with the attitudes and we would certainly have the rest of the year to discuss this
apparent goodwill on both sides. matter,” Mitchell said.
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Feature
In search of healthy food
• F&F Correspondent This new situation gives rise to a whole new range of
preservatives that can enable food to be frozen for months, even
If you have found yourself in the grocery store, confused years, and yet taste as good as new when heated and brought
about what is or is not healthy, you are not alone. It is easy to the table. This is a work in progress and R&D in this particular
to get caught up in the latest trends, the look of the food segment is an industry within itself. This is more so because,
package, what you hear or see in the media. However, customer when it comes to food, there are health issues involved so the
behavior is carefully monitored by marketers and while some preservatives have to be food friendly, tested and passed by
are honest about giving people what they need, some cut competent authority. Any laxity can lead to tragedies leading to
corners and give an impression designed to mislead customers lawsuits and even imprisonment and everyone down the line
to sell their products. could be in hot water is things go wrong.
To make wiser choices, read food labels and remember to focus Normally, it should not be fear of imprisonment but concern
on wholesomeness, balance and variety. Wholesomeness in for public safety and health that drives this industry. However,
this case means food that is closest to its natural form. This human greed has been known to have done worse and so the
may include whole foods such as corn on the cob or lightly checks and balances need to be stronger than ever.
processed, pre-prepped foods such as bagged spinach or frozen
corn kernels. Minimize heavily processed foods that have had It would be prudent to offer some basic sage advice here. Listed
added sugar, fats, preservatives and that have been structurally below are the views of dietary experts on the basics that one
processed stripping them of their natural fiber and nutrients. could consider when one goes out to buy foodstuff:
An interesting twist to the conventional eatery business is the • Choose whole grains instead of processed grains.
new age range of instants. Today, many people are moving away • The first ingredients should be a whole grain such as whole
from traditional ‘cooking twice a day’ culture at homes. With
women taking to careers rather than remaining housewives, grain wheat, rice, quinoa.
there is a drop in the sheer numbers of womenfolk groomed in
tradition of cooking. Also in many families where both spouses • Fiber content in each serving which should be 3 or
are out to work, the luxury of warm home cooked food, even
once a day, becomes difficult to savor. more grams.
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Feature
• Buy whole grain products that are well sealed for 4 to 8 years: 1,200 milligrams per day
9 to 50 years: 1,500 milligrams per day
freshness. 51 to 70 years: 1,300 milligrams per day
71+ years: 1,200 milligrams per day
• Choose dairy products such as yogurt wisely:
• Choose plain yogurts without added sugar or The most obvious source of sodium is salt, which is half
sodium and half chloride, and sodium is naturally found in
artificial sweeteners and instead, sweeten with tiny amounts in most food. Dairy products, beets, and celery
fresh fruit. are all natural sources of sodium. But processed foods usually
contain the largest amount of sodium in the form of artificial
• Minimize saturated fat intake by choosing low fat. preservatives and flavor enhancers. Restaurant foods are also
• Avoid “light” yogurts that tend to be diluted with often high in sodium.
added thickeners to compensate for fat. Difficult Choices
One way to look at it would be that barring personal allergies,
• Avoid yogurts that are artificially supplemented basic diets need not be mentally dissected each time or you
might as well end up starving. All people don’t have a common
with extra protein. constitution. So its separate horses for separate courses when
you choose culinary diversifications from the traditional path.
• Choose a variety of fresh fruits and vegetables: Some people may be able to digest more of one particular food
• Different types and colors of produce will than the other, so know yourself to begin with. Those with a
tendency to put on weight for example, will have to face more
provide you with more of a variety of nutrients. food cuts than those who don’t.
Occasionally try something new and learn how to
prepare it. An expert’s blog offers a few tips that might help us make those
difficult choices.
• Shop what is in season, which is usually cheaper and
Dr. Christina Tarantola, PharmD, CHC is a licensed pharmacist,
fresher. nutrition consultant and CEO and Founder of Enlightened
Wellness Solutions, a transformational coaching company
• Don’t purchase more than you can eat in a week unless you geared to empower and energize people to take charge of
their health! Dr. Christina is also a passionate author of two
plan to freeze some of your produce. paperback books, Revealing Your Inner Radiance: Healing
• Look for firmness, rich colors, no holes or bruises.
• Choose healthy proteins:
• Lean cuts of meat and poultry with trimmed fat and skin
removed.
• Fatty fish such as salmon, herring, lake trout, sardines,
mackerel, albacore tuna rich in Omega 3 fatty acids.
• Whole eggs or egg whites
• Roasted or raw nuts. Best purchased and stored in air-tight
containers.
• Natural nut butters without added fats and preservatives.
Sodium is a major mineral found in the fluid surrounding the
cells in your body. Sodium and potassium work together to
regulate blood pressure and fluid volume. Sodium also helps
maintain PH balance. Your muscles and nervous system also
need sodium to function properly. The national Academies
of Sciences, Engineering and Medicine, Health and Medicine
Division set the recommended dietary intake of all nutrients,
including sodium. The daily adequate intake (DAI) of sodium is
based on the amount needed by an average person who is in
good health. There are differences by age, but not by sex.
Daily adequate intakes:
1 to 3 years: 1,000 milligrams per day
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VOL. I, NO. 2 | APRIL-MAY 2018
through the Heart and Reclaim Your Power: A Roadmap to fun foods healthy?’ But, any food that is processed should be
Re-energizing Your Life. For the last 5 years, Dr. Christina has limited as it has a lower nutrient value.
been providing educational health talks in the Pittsburgh area,
sharing her expertise on her monthly podcast segment on The When you are aware of what healthy food looks like, you’ll be
Pharmacy Podcast, and creating relevant, informative health able to tell what your ‘fun foods’ are and enjoy those sparingly.
articles, YouTube videos and newsletters to empower her
clients to live healthy lives! Here are 5 ‘healthy’ foods that sabotage your nutrition efforts:
Granola. Most brands have excess sugar, and fat, and are made
Here’s what she says in her blog, courtesy, Pharmacy Times: using vegetable oil, butter, and sugar. Turn over any nicely
As you walk down the grocery aisle, you may think, ‘Oh this food packaged bag of granola and you will see that 1 cup packs
is healthy. I read that article a month ago that said gluten-free 400 calories or more, and up to 30 grams of sugar. We all know
bread is better than regular bread.’Without realizing it, you’ve we can’t stop at the recommended serving size of ¼ cup! Be
put an unhealthy food in your grocery cart. cautious about portion size, and be sure to measure it out if you
decide to indulge in granola.
I spend a good deal of time helping clients clear up
misconceptions and myths about nutrition. Societal beliefs Low-fat dressings. Often you will see sugar, high-fructose corn
syrup and preservatives in low-fat dressings. Bolthouse
Farms is one I use and recommend for clients, as it is
made from yogurt. It does not have artificial flavors or
preservatives and still tastes like dressing should. If you
want to make your own dressing, use olive oil, balsamic
vinegar, or a squeeze of lemon with fresh herbs to flavor
your salad.
Protein bars. Or at least the ones laded with extra
fat, carbohydrate, calories, and sugar. In addition to
all of those factors, many bars have sugar alcohols,
which have been linked to causing gastrointestinal
symptoms. Select bars that have natural ingredients
that you can pronounce like RxBar, which has the
basic formula of egg whites, almonds, cashews and
dates.
teach us that ‘I can’t eat after 7 pm’ or “carbs are bad,” and Flavored products, like oatmeal or yogurt. One packet of
these are some of the main beliefs that prevent people from Quaker Maple and Brown Sugar Oatmeal has 12 grams
having a healthy relationship with food. Utilizing science-based of sugar in it. Added sugar and preservatives make these
nutrition and focusing on being flexible with eating is the way flavored products unhealthy. Instead, try purchasing the
to permanent behavior change. plain version and adding healthier toppings like berries, chia
seeds or coconut flakes.
I promote the idea of ‘Everything in moderation’ and use the
80/20 rule. Eighty percent of the food I consume comes form Bottled smoothies and juices. Naked Mighty Mango Smoothie
a whole food source, and is nutrient dense. Things like kale, may sound healthy, but it packs 57 grams of sugar for a 15.2
apples, oats, and so on; food that grows in the ground or oz bottle. Turn the drink over to see what the first ingredient
comes from a natural source. Twenty percent can be ‘fun foods’ listed is and you will know what the product is predominantly
like Greek yogurt pops (Yasso is my favorite brand), a protein made from. For example, many smoothies that are green may
bar or whole grain waffles. You may be thinking, ‘Aren’t those seem healthy, but the first ingredient is orange juice.
Bottom line: Don’t be fooled by advertising, health claims,
commercials, or nice packaging. Turn the box, bag or bottle over
and be sure to read the nutrition label. You will be glad you did!
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Feature
The ‘Attar’ mystique– some interesting
facts regarding essential oils
Even before fragrances were popularised in their modern avatars by the Western
world, they were an integral part of Indian culture. Herbal samagri was burnt during
havans to emit aromas that purified the environment and clarified human minds.
All our marriage rituals use flowers like jasmine and rose, which are known for
their seductive prowess, as hair accessories or garlands. Harshacharita, written in
the seventh century AD, mentions the use of agarwood, also known as oud, and
illustrates how the perfume industry in India thrived under the patronage of King
Harshvardhan in his capital city Kannauj. This ancient city, referred to as the Grasse
of the East, has over 200 surviving perfumeries that still use the age-old methods
of attar production. The Mughals encouraged the craft of making perfumes, with
Emperor Akbar having a separate department called the khushboo khana. These
were extensively used in royal baths or hammams.
• F&F Correspondent “Attar spelt luxury and could be indulged in only by the elite.
For instance, to extract the popular Rooh-e-Gulab, rose buds
The perfume range most typical to the Indian sub continent are hand-picked pre-dawn and immersed in a large open tank.
must be the humble ‘Attar’. If the tales that are passed from The collection process of the essential oil from one tonne of
one generation to another in the inner circles of the attar rose buds takes over a month and yields just a few milligrams
manufacturers are to be believed, then the nawabs’ begums’ of oil. Each drop is said to be worth its weight in gold,” says a
lives were a bed of roses, quite literally. The cotton used in the knowledgeable connoisseur.
quilts of Awadhi royalty was swirled in the huge copper urns
in which attar was made. While the nobility gifted bottles of Today, when we think of attar with closed eyes, we visualize
attar to their guests, alleys of palaces were sprinkled with attar images of quaint shops filled with colored liquids in pretty
before the arrival of a state guest. This indulgent ritual, which ornate bottles. The whiff of the average ‘attar’ is not subtle by
can put the luxurious modern-day room fresheners to shame, any means. It is a hard-hitting perfume which if you like it, it will
was probably more than an act of opulence. It was a clever mesmerize you but if you don’t, it may cause you to recoil by
aromatherapy trick used by the royals to put their guests in a
state of tranquil ease.
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the impact. If bourgeois perfumes are classical music, attar is Never take a whiff directly from the bottle. Since attar is heavily
hard rock or heavy metal. “The combination of wood and metal concentrated, a drop is more than enough to make your entire
lends a unique scent to attar, difficult to replicate with modern body fragrant. The best way to apply attar is to rub a drop on
machines”, says one attar guru. your fingertips and let the fingers lightly trail over your clothes.
A change of season requires a change in the selection. Khus,
Nevertheless, there is a huge market for the ‘sledge hammer’ Gulab, Mogra and Kewra attars are used in summer, while Hina,
perfume mystique of attar. If you are a greenhorn, remember Shemama and Mushk, with saffron, spices, amber and oud, are
never to take a whiff directly from the bottle. Since attar is winter warmers as they increase the body temperature.
heavily concentrated, a drop is more than enough to make
your entire body fragrant. The best way to apply attar is to “Besides the traditional attars, which are predominantly single-
rub a drop on your fingertips and let the fingers lightly trail note fragrances derived out of botanical extracts, he has made
over your clothes. some modern variations and lighter blends. He takes out a small
glass bottle and requests me to take a sniff. That scent which
A change of season requires a change in the selection. Khus, captured the smell of rains on parched earth, aptly titled Mitti,
Gulab, Mogra and Kewra attars are used in summer, while Hina, evokes nostalgia and leaves me feeling fuzzily warm. I may not
Shemama and Mushk, with saffron, spices, amber and oud, are want to wear it to a party, but I sure don’t mind having a bottle
winter warmers as they increase the body temperature. on my dresser”, she goes on to write, “Around 175 years ago,
Vergiya’s great-grandfather moved from Rajasthan to Lucknow
A blogger shared some interesting facts on attar which she to work for Nawab Wajid Ali Shah, an avid perfumer himself,
learnt on her trip to Lucknow. She writes, “As I made my way known for concocting various attars on his own. According
to buy my year’s stock of room and cupboard fresheners, to one of the accounts, this last of the nawabs, who reigned
bath and body oils, and essential oils from Sugandhco- A over Awadh during 1847-’57, sweated a lot while dancing; so
brainchild of fifth-generation perfumer, Vijay Vergiya- this the Hina attar was created especially for him. One of the most
landmark perfume store in Lucknow boasts more than 700 popular products to originate from Lucknow, its intensely spicy
essential oils and their derivatives. Having studied perfumery character is attributed to more than 65 herbs that are boiled
in Grasse, France, Vergiya has merged traditional aromas with together. It is believed that when Mirza Ghalib met his beloved
modern blends, and has found unique ways to make daily life in winter, he rubbed his hands and face with this. “While regular
more fragrant. Intrigued by a leather flask, I ask him what its attar will have a shelf life of four to six years, Hina is like vintage
contents are. ‘That’s how attar was stored in the olden days, as wine; the older it is, the better it gets,” adds Vergiya, who also
the leather allows the natural distilled concentration to breathe specialises in custom-made attars, “These are popular amongst
and be preserved for more than a decade. The minute traces of the Middle Eastern elite who are willing to go through 10 to 15
water left behind in the distillation process get evaporated; all sittings and pay a premium to get a scent that rests on them
that remains inside is the attar oil. These days, it’s sold in glass like a second skin. The process involves the master perfumer
vials or bottles as you don’t get craftsmen who can make such identifying the type of smells (woody, floral, musky or spicy) you
cases or their corks,’ he explains.” like, applying myriad oils on your nerve points and conjuring
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vol. I, no. 2 | APRIL-MAY 2018
up a final one based on how you feel after wearing the oils. The
fragrance can sometimes also be used as a therapy to balance
personality traits and lifestyle. For instance, if a person has a
tendency to get agitated or is living in a hot climate, the attar
could have extracts of khus or vetiver. To keep cozy during
winters, a cocktail of warm herbs is recommended.”
A Rose By Any Other Name… “ (anything more will be too much), and then decide if you want
Besides wearing the attar of rose on the skin, there are some to apply the attar on your clothes or the pulse points. For either,
other unique ways in which this can be used: just a couple of drops are enough.”To illustrate the difference
between attar and modern perfumes, she gives the example of
• Put a ball of cotton infused with a few drops of rose attar in dum biryani prepared in an earthen pot versus pressure-cooked.
Can the taste and flavour be the same? Making attar requires
your wardrobe for your clothes to have a lingering scent. patience and skill as, traditionally, herbs are meant to be distilled
in large copper pots, which are heated using firewood.”
• Traditionally, a couple of drops of rose or khus attar would
A leading perfumer, Forest Essentials, which gave Ayurvedic
keep a matka of water fragrant for weeks in the summer formulations a luxurious twist, is one of the few mainstream
months. Give your own spin to this cooling ritual by putting beauty brands that is keeping the age-old processes alive. Some
just a tiny drop of attar in your regular glass jug. of the extraction methods date back to the ancient formulations
mentioned in Arka Prakash. For their fragrances, flowers are
• Rose attar was often used in gourmet cooking to flavour hand-plucked, and their manufacturing facility at Uttarakhand
uses traditional deg or bhabhka techniques for the extraction
Mughlai delicacies. In modern times, rose water has taken its of steam-distilled floral waters and essential oils, which are
place in home cooking. For special occasions, notch up the then stored in tiny glass bottles with a cork lid. “Our body mists
flavour by using rose attar. contain pure grain alcohol which is a herb-enriched preparation,
fermented as mentioned in ancient Ayurvedic texts, bringing
• If you want your house to smell like a rose garden, pour a together the best of old and new,” says Dr Ipsita Chatterjee,
Senior Manager (training), Forest Essentials. Mira Kulkarni, the
drop in your regular essential oil diffuser. visionary founder of this brand, appreciates that people are
“increasingly becoming aware that traditional processes are
• Add just a drop to a tub of water and bathe like a queen. You harmonious with the vibratory energy of life, which is a positive.”
don’t need body mist, as the faint aroma will scent your body That we are still fascinated by these age-old notes is evident
for a long time. when perfumer Rajiv Sheth, CEO and Creative Director, All Good
Scents, explains the reason for his home-grown fragrances’
Attar Market In The Modern Day popularity. “Though modern, these have undertones of the
“Therapy is an added advantage. Don’t buy attars that smell traditional scents of India like jasmine, rose, sandalwood, vetiver
good on others, or because they are classics or have therapeutic and more. We are familiar with these smells and connect with
benefits. Your nose has to fall in love with the smell, for it to work them instantly.”With his grandfather too in the business of
on you,” Says Vergiya . essential oils and attars, perfumery is in his blood. Cite it as
nostalgia or his way of preserving tradition, he plans to launch
“Never take a whiff directly from the bottle. Since attar an attar-inspired range, with a contemporary twist next year.
is heavily concentrated, a drop is more than enough to With a global desire to go back to the roots, maybe it’s time we
make your entire body fragrant. The best way to apply bring the focus onto this ancient art of fragrance making. As
attar is to rub a drop on your fingertips and let the fingers Kulkarni says, the revival of attars is inevitable.
lightly trail over your clothes. A change of season requires
a change in the selection. Khus, Gulab, Mogra and Kewra
attars are used in summer, while Hina, Shemama and
Mushk, with saffron, spices, amber and oud, are winter
warmers as they increase the body temperature.
Sage advice, but then again, to play devil’s advocate, who takes
advice when it comes to indulging the senses?
Says one attar fanatic, “Sheikhs from the Middle East and even
our nawabs would commission Baccarat Crystal, the French
luxury glassmakers, for beautifully faceted bottles to store
attar. “It is not instant gratification but love. It takes a while to
open the cork, put a drop on your fingertips with deliberation
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Feature
Hyacinth, the color fantasy mystic healer
• F&F Correspondent Hyacinthus grows from bulbs, each producing around four to
six linear leaves and one to three spikes or racemes of flowers.
We all identify Hyacinth as a plant or a flower with In the wild species, the flowers are widely spaced with as few
a fancy name. But few know that the name itself as two per raceme in H. litwinovii and typically six to eight in
is of Greek origin. For Hyacinth, the Greek hero H. orientalis, which grows to a height of 15–20 cm (6–8 in).
whose blood became the Hyacinth plant, see Hyacinth Cultivars of H. orientalis have much denser flower spikes and are
(mythology). The genus name Hyacinthus was attributed generally more robust.
to Joseph Pitton de Tournefort when used by Carl Linnaeus
in 1753, It is derived from a Greek name used for a plant by The genus Hyacinthus is considered native to the eastern
Homer, ὑάκινθος (hyakinthos), the flowers supposedly having Mediterranean, including Turkey, Turkmenistan, Iran, Iraq,
grown up from the blood of a youth of this name accidentally Lebanon, Syria and the Palestine region. It is widely naturalized
killed by the god Apollo. (The original wild plant known as elsewhere, including Europe (the Netherlands, France, Sardinia,
hyakinthos to Homer has been identified with Scilla bifolia, Italy, Sicily, Croatia, Serbia, Montenegro, Macedonia, Albania,
among other possibilities.) Greece and Cyprus), Korea, North America (United States and
Canada) and central Mexico, Cuba and Haiti.
Hyacinths are often associated with spring and rebirth. The
hyacinth flower is used in the Haft-Seen table setting for the Cultivation, Care And Utilitiy Of Hyacinth
Persian New Year celebration, Nowruz, held at the Spring Firstly, the Hyacinth flowers are colorful and beautiful. Hyacinths
Equinox. The Persian word for hyacinth is ( لبنسsonbol). are spring-flowering bulbs with long, narrow leaves that are
folded lengthwise. Hyacinths are highly fragrant flowers that
The Dutch, or common hyacinth of house and garden culture bloom in dense clusters.
(H. orientalis, native to southwest Asia) was so popular in
the 18th century that over 2,000 cultivars were grown in the Hyacinth is the common name for approximately 30 perennial
Netherlands, its chief commercial producer. This hyacinth has flowering plants of the genus Hyacinthus (order Liliales, family
a single dense spike of fragrant flowers in shades of red, blue, Liliaceae) of the Mediterranean region and Africa.
white, orange, pink, violet or yellow. A form of the common
hyacinth is the less hardy and smaller blue- or white-petalled The common Hyacinth (Hyacinthus Orientalis), whose
Roman hyacinth of florists. These flowers need indirect sunlight flowers open fully and look like little starfishes, should not
and should be watered moderately. Hyacinth bulbs are
poisonous; they contain oxalic acid. Handling hyacinth bulbs
can cause mild skin irritation.
Linnaeus defined the genus Hyacinthus widely to include
species now placed in other genera of the subfamily Scilloideae,
such as Muscari (e.g. his Hyacinthus botryoides)[6] and
Hyacinthoides (e.g. his Hyacinthus non-scriptus).[7]
Hyacinthus was formerly the type genus of the separate
family Hyacinthaceae; prior to that the genus was
placed in the lily family Liliaceae. Hyacinthus is a small
genus of bulbous, fragrant flowering plants in the family
Asparagaceae, subfamily Scilloideae. These are commonly
called hyacinths. The genus is native to the eastern
Mediterranean (from the south of Turkey through to northern
Israel). Several species of Brodiea, Scilla, and other plants
that were formerly classified in the lily family and have flower
clusters borne along the stalk also have common names
with the word “hyacinth” in them. Hyacinths should also not
be confused with the genus Muscari, which are commonly
known as grape hyacinths.
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be confused with the common grape Hyacinth flowers Hyacinth Plant Care
(Muscari Botryoides). Keep Hyacinths watered during dry spells in fall.
The common grape Hyacinth bears tight blooms in a raceme After the plants have finished flowering in spring, cut back
resembling clusters of grapes. Both are spring-blooming bulb flower stalks but allow the leaves to die back naturally, hiding
plants. The common garden Hyacinth, Hyacinth Orientalis, the unsightly foliage with annual or perennial plantings.
originated in Anatolia and was brought to Europe in the 16th
century. The Hyacinth bulb produces a dense, compact spike of An annual application of compost should provide
flowers, 6-12 inches (15-30 cm) tall. adequate nutrients.
Hyacinths are highly fragrant, bell-shaped flowers with reflexed
petals. The waxy, densely-packed florets come in shades of white,
peach, orange, salmon, yellow, pink, red, purple, lavender and blue.
The 7-8 leaves of the hyacinth are fleshy, glossy green and strap
shaped. The Hyacinth bulb is a light purple or cream in color and
are covered with dry, papery, skin-like layers.
Varieties of Hyacinths
• Single Hyacinths : The full heads on these classic
hyacinths look good in the garden or when forced in
pots. The Blue Giant is one of the largest singles which
has sky blue flowers with dark blue veins.
• Double Hyacinths : Fluffy whorls of colorful flowers
are arranged on 10-12 inch stems. Hollyhock is an
outstanding variety that features dark pink blooms.
• Multiflora Hyacinths : Each bulb produces a number
of flower stalks with loose arrangements of flowers.
These are less formal than singles and doubles.
Growing Hyacinths Flower size may decline in subsequent years, so some
gardeners treat Hyacinths as annuals and plant fresh
• Plant hyacinth bulbs in fall, 6 to 8 weeks before a hard bulbs each fall.
frost is expected and when soils are below 60 degrees F.
Practical Utility
• This is usually during September and October in the Nature freaks, health freaks and the self conscious often
North, and October and November in the South. purchase products that contain ingredients to rejuvenate their
mood and to heal. But rarely do they know that many of these
• Prepare the garden bed by using a garden fork or tiller ingredients come from plants that grow in our very own gardens!
to loosen the soil to a depth of 12 to 15 inches, then Hyacinth, once a popular folk medicine in England, is associated
mix in a 2 to 4-inch layer of compost. with Hyacinthus—the great Greek hero, a part of Greek
mythology! Originated in eastern Mediterranean, this beautiful
• Dig a hole 6 to 8 inches deep. flowering plant is the native of north-east Iran and Turkmenistan.
• Set the bulb in the hole, pointy end up, then cover Today, we find Hyacinth peppermint, Hyacinth tea and what not
with soil and press firmly. on the shelves of popular food stores.
• Space bulbs 4 to 6 inches apart. The Hyacinth plant blooms during spring, heralding the end
of winter. As Hyacinth is toxic, its leaf, sap and bulbs cause
• Water thoroughly after planting.
• After they bloom in spring, allow the plants to grow
until the leaves die off. They need time after blooming
to store energy in the bulbs for next year. To remove
the dead plant, either snip them off at the base, or
twist the leaves while pulling lightly.
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alleregic reactions. The hyacinth bean or hyacinth bataw, on 6. Treats Snake Bites:
the other hand, is a vine which has heart-shaped leaves. Purple A poultice, prepared with the extracts of the hyacinth
hyacinth flowers have the ability to turn into clusters of pods. bean leaves, can be used to treat snake bites.
Hyacinth bean shoots, along with its pods, can be used to derive
a plethora of health benefits. There are other types of Hyacinth 7. Works to Treat STD’s:
bean plants, which have either yellow or white colored floral Sexually transmitted diseases, such as gonorrhea, can
components such as petals. But mostly, Hyacinth beans grow be treated with the help of infusions prepared with the
with purple colored pods and petals on them. The usage of leaves of the hyacinth plant.
hyacinth beans depends upon its condition—whether it is still
young or matured. If the pods are matured, then the seeds are 8. Works as an Anti-inflammatory:
removed from it and the pods are discarded. But if the pods are In the Philipines, the combination of lemon juice
still young, the rough edges of it are removed and can be eaten. and hyacinth juice is to treat abscesses. It is applied
It is also grown as forage by some people, while some grow it topically to heal the inflammation.
just for consumption purposes. The Hyacinth beans are also
known as Indian Beans, Calavance and Egyptian beans around 9. For Healthier Digestion:
the globe. Hyacinth bean plants are also planted as ornamental Stir fried hyacinth beans can really make digestion
plants in some areas. The beans of this plant are used for smooth! Traditional Chinese Medicine uses the beans
cooking curries, adding flavor to rice dishes, especially used to keep the spleen healthy. The herb is also known to
for preparing breakfast dishes such as Akki Rotti in Karnataka, treat diarhea, nausea, distended stomach, intestinal,
India. In some places, not just its beans but also its flowers are worms and flatulence.
consumed directly and sometimes these are used in special
recipes. Additionally, its roots can also be eaten. 10. Controls Cholestrol:
The hypocholesterolemic properties of hyacinth beans
Benefits of Hyacinth Flower Herb: control cholesterol levels in the body.
Almost all the plants have some medicinal as well as nutritional
value to offer, so does Hyacinth! 11. Particularly for Women:
Women can really make use of this plant to get a
Skin Benefits of Hyacinth: healthier body! In Kenya, some tribes use this herb to
promote lactation. A new mother can consume boiled
1. Treats Eczema: hyacinth beans to make the most of it. Its flowers,
The leaf extracts of this plant can be mixed with rice on the other hand, can help women who suffer from
flour and turmeric to treat skin problems like eczema. irregular periods. 12. Other Benefits: Sunstroke, low
immunity, fever, obesity—all these and more can be
2. Makes Skin Healthy: treated with the help of hyacinth beans.
Many skin care products contain hyacinth. The use
of Hyacinth and its antimicrobial, antifungal and Dosage: Hyacinth beans can be made a part of your regular
antibacteria properties make it the perfect choice for diet. Or you can use it as an herbal extract. In case you are
treating many skin disorders. using the herbal extracts of hyacinth, ensure that you do not
take more then 5-10 grams of it in a day—in the form of pills
Hair Benefits of Hyacinth: or powder.
3. Offer Great Fragrance to the Hair: A Word of Caution:
Though Hyacinth is not known for its hair care benefits Hyacinth beans should never be ingested uncooked. Raw
but it provides the shampoos and conditioners that hyacinth beans are considered toxic and can cause stomach
amazing fragrance to of a fresh flower. problems. So, it is advised to boil dry hyacinth bean seeds so
that the poison inside it is removed and is safe for consumption.
Health Benefits of Hyacinth: Also, ensure to change the water used for boiling. This will
further help to drain out the toxic content of the beans.
4. Treats Cholera:
The stem of this plant can be used to treat cholera. People suffering from cold or flu should avoid using this plant in
Symptoms like nausea and vomitting can be reduced any of its forms.
with the help of stir fried hyacinth beans.
Drug interactions of hyacinth with other medication and herbs are
5. Heals Sore Throat: not known. So, consult your doctor before you start using the plant
The juice extracted from the pods of the hyacinth plant or any of its parts. If nothing else, plant the beautiful hyacinth plant
can be used to heal an inflamed throat as well as ears. in your garden—it does look beautiful! And later, when the beans
are ready to be plucked, you can reap its health benefits too!
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vol. I, no. 2 | APRIL-MAY 2018
consumer goods, such as ready-to-eat food, convenience food, PATANJALI went into soaps, noodles, health drinks, chocolates
home care and personal care products, which is driving demand and even dish wash soaps and bars. The company played
in the Flavors & Fragrances Market. on the fears of consumers urging them to move away from
‘harmful’ synthetics and stick to naturals. Of course, the added
Fear-Driven Market Opts For Natural Stuff nationalistic appeal for home grown stuff as against ‘alien’
The Flavors & Fragrances Market has been segmented on the products that drive money out of the country added to the
basis of ingredients into synthetic and natural. The natural PATANJALI pitch and paid dividends.
ingredients segment is projected to grow at the highest CAGR
during the forecast period. Natural ingredients are extracted The Beverages market was the largest end-use segment
from plants and animal sources. Increasing availability of natural of the flavors business in 2016. This end-use segment
ingredients and rising awareness among consumers towards is projected to drive the flavors market from 2017 to
healthier lifestyles are the major factors driving the market for 2022 due to the changing lifestyles and rise in consumer
natural ingredients. spending on soft drinks, and sports drinks in emerging
countries, such as India, China, Brazil, and South Africa,
In India, brand PATANJALI waded into a jam packed gravy train among others. In addition, increasing demand for dietary
involving established big players like P&G, Godrej and so many drinks owing to the rising percentage of health-conscious
others. However, the natural tilt and health consciousness individuals in countries such as the US, the UK, Germany,
of the consumer was so strong that PATANJALI pushed the France, and Japan is also expected to drive the demand for
right panic buttons and dented the business of its peers flavors in beverages.
dramatically. Moving from conventional Ayurvedic medicines,
Walkers launches 6 new limited
edition flavours on 70th birthday
Food giant ‘Walkers’ known for its crisps for been a household name in homes up and down
decades, celebrated its 70th year in business the country for the last 70 years is a remarkable
by launching six new Limited edition flavours. achievement.
The six new flavours are: “We would like to thank the British public for the
• Coronation chicken (1950s) support that they have shown us over the decades,
• Roast lamb and mint (1960s) and are proud to be the ‘nation’s favourite crisp
• Cheese fondue (1970s) brand’.”
• Chicken tikka masala (1980s)
• BBQ rib (1990s) However, not everyone is on board with the new crisp flavours,
• Sweet chilli (2000s) with one person asking whether Walkers have “lost their minds”
on Twitter. It’s the cheese fondue flavour that appears to be
However the new flavours will only be available for a limited raising the most eyebrows. Another twitter post called it ‘grim’.
time from 18 March. Rachel Holms from Walkers said: “To have
www.ffwindia.com 37
Flavours & Fragrances
The Health food & supplements’
market is growing steadily in India
• F&F Correspondent
3 percent owing to country’s large population
base, increasing urban belt and awareness. Indian
nutraceuticals market is expected to reach $ 8.5 billion
by 2022 from $ 2.8 billion in 2015, according to a study
jointly undertaken by Assocham and RNCOS.
While dietary supplements segment accounted for 65
percent of Indian nutraceuticals market in 2015, the
remaining 35 percent was occupied by functional food &
beverages. Going forward, functional food & beverages
are expected to grow with a higher growth rate due
to the increasing visibility of such products in modern
retail formats and promotional activities through TV
advertisements.
Atrend that is quite obvious in recent years in India, is In 2015, the Indian dietary supplements market was
the sharp growth in health consciousness and self valued at $ 1.8 billion. With growing awareness, number
esteem in terms of personal looks and grooming. of people opting for dietary supplements has been
This sentiment cuts across sexes and ages but the younger increasing. “Higher purchasing power has prompted
generation appears to be in the lead now. As India, Indians to be more health conscious and adopt a healthy
particularly young India, grows as a more aspirational nation diet routine completed with consumption of nutritional
in all respects, health consciousness is also one area that supplements,” said D S Rawat, secretary general, Assocham.
easily fits into the pattern.
The demand for the vitamin and mineral supplements is likely
The present government has also run campaigns like ‘Swatchh to increase in the future due to the unhealthy eating habits
Bharat’ and yoga which found resonance not just in India but and stress in daily lifestyle. People may benefit from the extra
across the globe. The objective was to re emphasize on the nutrients found in these supplements. A multivitamin and
dire need of cleanliness and personal care to ensure a long and mineral supplement helps in safeguarding against periodic
healthy life. With the focus on these issues, the health cuisine nutrient shortfalls in the diet. Due to these reasons the vitamin
segment got a natural boost and is making the most of it. Many and mineral market in India is anticipated to grow in the coming
stores that hardly stored expensive food supplements are now years and reach a value of $ 2.1 billion by 2022, added the
seen displaying them. Assocham-RNCOS study.
In 2015, the market for herbal supplements – a type of
While on the one hand binge eating and junk food
has people, especially anxious parents, worried about
the poor food habits that are coloring our diets, the
other extreme of hyper consciousness on physique
and beauty serves as a counter weight today for sure.
Facts And Figures
In 2015, India accounted for a share of around 2
percent of the global market. By 2022, this share is
anticipated to increase to a value of approximately
38 www.ffwindia.com
vol. I, no. 2 | APRIL-MAY 2018
dietary supplements that contain herbs or
parts of a plant - was approximately $ 0.6 billion
in India. Owing to their natural ingredients
and popularity among people, this market is
forecasted to reach a value of $ 1.7 billion by
2022, noted the study.
Functional foods and beverages market in India
has strengthened itself, fostered by its rising
penetration amongst health conscious people
in the country. Functional foods include food
products such as functional biscuits, breads,
cereals, vegetable oil, nutrition bars, yogurt and
others. Functional beverages include functional
fruits juices, milk, tea, coffees, and energy drinks.
Rising knowledge about wellness and health
along with inclining expenditure on food has
increased the number of consumers accepting
functional foods & beverages. This is propelling
the growth of the functional foods and beverages
market to reach a value of $ 3.2 billion by 2022.
Additionally, protein drinks have also
showcased an increasing demand from a
segment of people searching for weight
management solutions while maintaining a
sound lifestyle. Functional teas and coffees are
slowly capturing the demand in the country.
While functional foods occupy the major share “ functional foods was valued at $ 0.7 billion in 2015. This market
of the Indian functional foods and beverages is forecasted to grow to an approximate value of $ 2 billion by
market with 70 percent share. Functional foods 2022 owing to the increasing health consciousness of people
are food products that consist of vital nutrients and their awareness about availability of such products.
that go beyond simply nurturing usual growth
and development of an individual. These food products are A functional beverage is an emerging segment of the
fortified with nutritional and disease preventing qualities. The Indian nutraceuticals industry that was valued at $ 0.3
consumption of such food is done with an intention towards billion in 2015. Functional beverages, like Yakult, Ocean,
improved wellbeing, prolonged existence and prevention of Gatorade, are available in the form of energy drinks, vitamin
chronic diseases. water, fortified milk and buttermilk, and enhanced iced
tea, among others. Various companies, including Danone,
“ In 2015, India accounted for a share of around Dabur, PepsiCo, Coca-Cola, Amul, Britannia and Rasna,
are introducing innovative beverages with enhanced
2 percent of the global market. By 2022, this share is nutritional value in order to woo the health conscious
anticipated to increase to a value of approximately Indian consumers. The market for this type of beverages is
3 percent owing to country’s large population forecasted to reach an approximate value of $ 1.1 billion by
base, increasing urban belt and awareness. Indian 2022. This exponential growth will be majorly due to the
nutraceuticals market is expected to reach $ 8.5 billion erratic eating habits of people and their efforts to make-
by 2022 from $ 2.8 billion in 2015, according to a study up for the lost nutrients with the help of these easy-to-
jointly undertaken by Assocham and RNCOS. consume fortified beverages.
The functional foods available in the market include the
likes of oats, soy, flaxseed, nutrition bars, probiotic yogurt,
fortified baked goods, and fortified edible oils. The market for
www.ffwindia.com 39
Flavours & Fragrances
The humble ‘Hing’– asafoetida
• F&F Correspondent “(hiṅ)” in Bengali, ಇಂಗು (ingu) in Kannada, കായം (kāyaṃ) in
Malayalam, ఇంగువ (inguva) in Telugu and பெருஙக் ாயம்
Hing is the name given in Hindi to Asafoetida, an (perunkayam) in Tamil . In Pashto it is called, (“ هڼاجنهhënjâṇa)”.
essential ingredient that goes into Indian cooking. [26] In 14th century Malayalam it is called ‘Raamadom” and are
But is it as simple as that? Is the humble ‘hing’ only sold by special Traders called “Raamador.’ Its pungent odour
for use in Indian cooking like any other condiment or spice? has resulted in its being known by many unpleasant names; In
Or is it a more complex and multi-tasking item like its longer French it is known (among other names) as merde du Diable,
name –Asafoetida? meaning “Devil’s faeces”, in English it is sometimes called Devil’s
dung, and equivalent names can be found in most Germanic
languages(e.g. German Teufelsdreck, Swedish dyvelsträck,
Dutch duivelsdrek and Afrikaans duiwelsdrek. Also, in Finnish
it is called pirunpaska or pirunpihka, in Turkish it is known as
Şeytan tersi, Şeytan boku or Şeytan out and in Kashubian it is
called czarcé łajno.
As we dig a little deeper into our knowledge banks we learn
that asafoetida is not just a food additive but is also used for
medicinal purposes and more.
Asafoetida is the dried latex (gum oleoresin) exuded from the Asafoetida was familiar in the early Mediterranean, having
rhizome or tap root of several species of Ferula, a perennial herb come by land across Iran. Though it is generally forgotten now
that grows 1 to 1.5 m (3.3 to 4.9 ft) tall. It is part of the celery in Europe, it is still widely used in India. It emerged into Europe
family Apiaceae. Typical asafoetida contains about 40–64% resin, from a conquering expedition of Alexander the Great, who, after
25% endogeneous gum, 10–17% volatile oil, and 1.5–10% ash. returning from a trip to northeastern ancient Persia, thought
The resin portion is known to contain asaresinotannols ‘A’ and they had found a plant almost identical to the famed silphium of
‘B’, ferulic acid, umbelliferone and four unidentified compounds. Cyrene in North Africa—though less tasty. Dioscorides, in the first
The species is native to the deserts of Iran and mountains of century, wrote, “the Cyrenaic kind, even if one just tastes it, at once
Afghanistan, but is mainly cultivated in nearby India. Some of arouses a humour throughout the body and has a very healthy
its names, like “dung” and “stinking”, suggest asafoetida has a aroma, so that it is not noticed on the breath, or only a little; but
pungent smell, but in cooked dishes, it delivers a smooth flavour the Median [Iranian] is weaker in power and has a nastier smell.”
reminiscent of leeks. Nevertheless, it could be substituted for silphium in cooking,
which was fortunate, because a few decades after Dioscorides’
It is also known as devil’s dung, asant, food of the gods, jowani time, the true silphium of Cyrene became extinct, and asafoetida
badian, stinking gum, hing, hengu, ingu, kayam, and ting.[5]
Asafoetida is thought to be in the same genus as silphium, a became more popular amongst physicians, as well as cooks.
plant now believed to be extinct, and was used as a cheaper
substitute for that historically important herb. Asafoetida is also mentioned numerous times in Jewish literature,
The English name is derived from asa, a Latinized form of Farsi
azā, meaning “resin”, and Latin foetidus meaning “smelling, fetid”,
which refers to its strong sulfurous odour. In the U.S., the folk
spelling and pronunciation is “asafedity”. It is called हिंग (hinga)
in Marathi, हीगं “(hīng)” in Hindi, ହେଙ୍ଗୁ “(hengu)” in Odiya, হিং
40 www.ffwindia.com
vol. I, no. 2 | APRIL-MAY 2018
such as the Mishnah. Maimonides also writes in the Mishneh Torah We find that In the Jammu region of India, asafoetida is used
“In the rainy season, one should eat warm food with much spice, largely as a medicine for flatulence and constipation by around
but a limited amount of mustard and asafoetida.” 60% of locals. In Thailand and India, it is used to aid digestion
and is smeared on the abdomen in an alcohol or water tincture
Asafoetida was described by a number of Arab and Islamic known as mahahing. Asafoetida in this form was evidently
scientists and pharmacists. Avicenna discussed the effects used in western medicine as a topical treatment for abdominal
of asafoetida on digestion. Ibn al-Baitar and Fakhr al-Din injuries during the 18th and 19th centuries; although when
al-Razi described some positive medicinal effects on the it came into use in the West and how long it remained in use
respiratory system. is uncertain. One notable case in which it was used is that
of Canadian Coureur des bois Alexis St. Martin, who in 1822
After the Roman Empire fell, until the 16th century, suffered a severe abdominal injury from an accidental shooting
asafoetida was rare in Europe, and if ever encountered, it was that perforated his right lung and stomach and shattered several
viewed as a medicine. “If used in cookery, it would ruin every ribs. St Martin was treated by American army surgeon William
dish because of its dreadful smell” asserted Garcia de Orta’s Beaumont, who subsequently used St Martin as the subject of
European guest. “Nonsense,” Garcia replied, “nothing is more a pioneering series of experiments in gastric physiology. When
widely used in every part of India, both in medicine and St Martin’s wounds had healed, there remained an open fistula
in cookery. All the Hindus to add to their food.”[19] During into his stomach that enabled Beaumont to insert various types
the Italian Renaissance, asafoetida was used as part of the of food directly into St Martin’s stomach and record the results.
exorcism ritual. In his account of his treatment of and later experiments on St
So let us go a little deeper and learn some more about this Martin, Beaumont recorded that he treated the suppurating
wonderful article. This spice is used as a digestive aid, in food chest wound with a combination of wine mixed with diluted
as a condiment, and in pickling. It plays a critical flavoring role muriatic acid and 30-40 drops of tincture of asafoetida applied
in Indian vegetarian cuisine by acting as an umami enhancer. three times a day, and that this appeared to have the desired
Used along with turmeric, it is a standard component of lentil effect, helping the wound to heal.
curries such as dal, sambar as well as in numerous vegetable
dishes, especially those based on potato and cauliflower. Some further research leads us to learn that Asafoetida can also
Kashmiri cuisine also uses it in lamb/mutton dishes such as be a remedy for asthma and bronchitis. A folk tradition remedy
Rogan Josh. It is sometimes used to harmonize sweet, sour, for children’s colds: it is mixed into a pungent-smelling paste
salty, and spicy components in food. The spice is added to the and hung in a bag around the afflicted child’s neck. It is also an
food at the time of tempering. Sometimes dried and ground antimicrobial. Asafoetida has a broad range of uses in traditional
asafoetida (in very small quantities) can be mixed with salt and medicine as an antimicrobial, with well documented uses for
eaten with raw salad. treating chronic bronchitis and whooping cough, besides
reducing flatulence as earlier stated.
In its pure form, it is sold in the form of chunks of resin, small
quantities of which are scraped off for use. The odor of the pure Asafoetida can be useful as a contraceptive/abortifacient.
resin is so strong that the pungent smell will contaminate other Asafoetida was said to have contraceptive/abortifacient
spices stored nearby if it is not stored in an airtight container.
Many commercial preparations of asafoetida use the resin ground
up and mixed with a larger volume of other neutral ingredients,
such as gum arabic, wheat flour, rice flour and turmeric. The
mixture is sold in sealed plastic containers with a hole that allows
direct dusting of the powder. Asafetida odour and flavour become
much milder and much less pungent upon heating in oil or ghee.
Sometimes, it is fried along with sautéed onion and garlic.
Asafoetida is considered a digestive in that it reduces flatulence.
It is, however, one of the five pungent spices generally avoided
by Buddhist vegetarians.
www.ffwindia.com 41
Flavours & Fragrances
activity in the Renaissance and before. It is related to (and Lesser Known Other Uses Of Asafoetida
considered an inferior substitute for) the ancient Ferula John C Duval reported in 1936 that the odour of asafoetida
species silphium. Asafoetida oleo-gum-resin has been was attractive to the wolf, a matter of common knowledge,
reported to be antiepileptic in classical Unani, as well as he said, along the Texas–Mexico border. It is also used as one
ethnobotanical literature. of several possible scent baits, most notably for catfish and
pike. Along the coasts of south India it is used to kill
unwanted trees by boring a hole in the tree and filling
the hole with asafoetida.
Another interesting use is that it may also be used
as a moth (Lepidoptera) light trap attractant by
collectors—when mixed by approximately one part
to three parts with a sweet, fruit jelly.
Balancing the vata and kapha: According to the Ayurveda, Commonly used in Pennsylvania Dutch braucherei
asafoetida is considered to be one of the best spices for (folk magic) to prevent illness, it would be stored in
balancing the vata dosha. It mitigates vata and kapha, and a pouch on a lanyard and worn around the neck. In
relieves flatulence and colic pain. It is pungent in taste and at Jamaica, asafoetida is traditionally applied to a baby’s
the end of digestion. It aggravates pitta, enhances appetite, anterior fontanel (Jamaican patois mole) to prevent
taste, and digestion. It is easy to digest. This adds to the spirits (Jamaican patois duppies) from entering the baby
through the fontanel. In the African American Hoodoo
mystique of this multi-faceted, multi-utility extract. tradition, asafoetida is used in magic spells, as it is
believed to have the power both to protect and to curse.
So, we see that the humble ‘hing’ has a complicated, multi-
faceted and indeed fascinating history so the next time we cook
our daily meal and add that hint of hing, we will know better
than we did the last time for sure.
The F&F industry is in growth
mode despite the ignorance of
its own key clientele
Any thought of flavor instantly points to food and any
thought of fragrance instantly points to perfumes. The senses are not always obvious but the response to stimuli can
F&F industry is trying to work hard to poke us in the eye be universal. In a product, we may instantly opt for a particular
and tell us that that is not true. color that suits us while someone else would like the same
product but in a different color. This extends beyond the pale of
Seriously, on the subject of F&F most of us-and that includes cold logic but it is true.
knowledgeable, upscale and groomed gentry besides the
ignoramus class- need to really rack our brains to spell out Appeal to a man (or woman) can be very different from
anything other than food in flavors and anything other than appeal to the senses of the same man (or woman). When
perfumes in fragrances. Yet the wingspan of this industry a person wearing a great perfume walks by you your face
spreads across products and services of various kinds and we takes on a faint satisfied look that you may yourself be
are sold on an enormous range almost with a sleight of hand. unaware of. Likewise, if you go past a stack of refuse, your
face takes on a contortion that may be wholly involuntary.
The concept of flavored condoms or aromatherapy are The F&F industry is mostly about the subconscious and even
examples of use of F&F in areas other than the obvious. Our finer in some cases, the unconscious.
42 www.ffwindia.com
VOL. I, NO. 2 | APRIL-MAY 2018
In The News
The Amazon and Whole Foods
marriage comes with huge questions
about what you’ll be able to buy there
• Amazon is considering adding popular consumer packaged goods like Coca-Cola to Whole
Foods stores, Yahoo Finance reports.
• The change would go against Whole Foods’ ban on food containing artificial preservatives,
colors, flavors, sweeteners, and hydrogenated fats.
• Whole Foods told Business Insider that its culture will “naturally evolve” under Amazon, but it
will maintain high-quality standards.
• Whole Foods could alienate core customers as a result of the potential changes, but it could also
attract new customers.
• Courtesy : www.businessinsider.in Kroger and Walmart, which in
recent years have ramped up their
Amazon is considering stocking organic offerings to become more
Whole Foods stores with popular competitive with Whole Foods.
consumer packaged goods like
Coca-Cola that don’t meet the grocery Whole Foods has already shown
chain’s current quality standards, Yahoo a willingness to feature more
Finance reports. conventional, non-organic products
near store entrances in some of
The potential change could alienate its locations, according to Barclays
customers who are passionate analysts, who have regularly visited
supporters of Whole Foods’ ban against Whole Foods stores to track changes
food containing artificial preservatives, since Amazon’s takeover.
colors, flavors, sweeteners, and
hydrogenated fats.
But it could also help Whole Foods attract new customers who This suggests that the company is actively trying to lure more
might not have shopped there otherwise because the retailer conventional customers and is experimenting with influencing
didn’t stock their favorite brands. shopping patterns, the analysts said in a research note.
Whole Foods spokeswoman Brooke Buchanan acknowledged But the strategy could backfire by alienating some of its most
the potential changes in an email to Business Insider. She said loyal shoppers, they said.
that the company’s culture will “naturally evolve” under Amazon.
“On one hand, having conventional products more accessible
“Working together with Amazon has allowed us to lower some makes a statement on pricing - since these lower-price items are
prices and bring our natural and organic food to more people, more easily seen - but at the same time, this may come at the
without compromising our industry-leading quality standards,” expense of the brand being seen as less relevant or authentic to
Buchanan said. some customers that value organic produce,” the analysts wrote.
“While our culture will naturally evolve, the fundamentals of If Whole Foods can avoid a customer backlash, however, a shift
Whole Foods Market - our high-quality standards and our to more conventional products - as well as popular packaged
team members’ passion, spirit of innovation, philanthropy and goods like Coca-Cola - could make it more competitive with
commitment to exceptional customer experience - will always Walmart, Kroger, and other traditional grocers.
be part of who we are and how we do business,” she added.
Amazon did not respond to a request for comment. “To the extent that this change were to alter price
perception of the store and not alienate its core customer,
Adding items like Coca-Cola would bring Whole Foods’ this could eventually pressure competing conventional
assortment more in line with traditional grocers like grocers,” the analysts said.
44 www.ffwindia.com
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