One homemaker tells a story that echoes the situation across many homes: After a decade or so of competently managing the household budget, she recently felt compelled to ask her husband for a raise in her “monthly,” colloquial shorthand for the monthly budget she gets to run the household. For the first time in years she had fallen short, due to the rising prices of staple foods. The cost of sugar, for instance, has more than doubled, and the story is the same for potatoes, tomatoes and so forth, as we’ve noted.
Apart from asking for a raise, the homemaker is solving the problem in other ways. This might mean changing suppliers after years of loyalty; instead of going to the neighborhood mom-and-pop store at her convenience, she travels farther, at a specific time, to the outskirts of the city to buy her weekly veggies from the wholesaler.
Brands can help these homemakers with timely solutions: super-saver packs, tips and recipes for stretching the budget, promotional wholesale-price days. In these “doubling price of sugar” times, brands must help homemakers sweeten the pill.
Photo credit: paulancheta
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