Dial ম for Mishti Doi Man

I love these Indian super hero snack characters, created to steer Indians away from their growing appetite for Western junk food and back towards traditional snacks and sweets.

Whether, in a country with 66.8 million cases of diabetes last year, they could be better employed in raising awareness on the importance of healthy eating and its role in preventing, or effectively managing, type 2 diabetes is another matter.

In the meantime the likes of Laddoo Boy, Jalebi Woman and Mishti Doi Man, created by Rajkamal Aich, certainly succeed in making me hungry.


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