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Lassi: The Nectar of the Gods

 

Punjab's timeless household drink - Lassi, the Nectar of the Gods - has outscored all other exotic drinks in a unique entrepreneurial competition held in Europe.

Lassi was named the best drink at the "Know Europe-2008" entrepreneurial programme in which a 20-year-old student from Chandigarh - Taman Raj Singh - presented the Punjabi beverage.

The month-long programme, organised under the aegis of The Normandy Business School, France, aimed at assessing the entrepreneurial acumen of business school students around the world.

Each invitee was asked to make a marketing presentation of beverages famous in their native lands. Taman chose the traditional Punjabi drink.

His presentation was a mix of tradition and modernity - the age-old Lassi in Verka's tetra packs. It impressed the judges immensely and got the highest grading of 90 per cent.

And the reason why no other beverage came close to Lassi was its unique qualities - a mix of simplicity, flavour and health.

"It was not very difficult to convince people that Lassi, a simple mixture of yogurt and water, was a healthy drink that could be consumed by people of all ages, infants and patients, without a hitch. And what's more, it can be had sweet, salt, spicy or even plain", Taman said.

Lassi outscored exotic wines, fancy coffees - including lattes and cappuccino - in the competition that was held recently in four countries: Belgium, the Netherlands, France and Spain.

 

[Courtesy: ExpressIndia]

July 18, 2008

Conversation about this article

1: Pritam Singh Grewal (Canada), July 18, 2008, 10:41 PM.

Wow! Lassi di ballay, ballay! Make Lassi global like Bhangra. The article reminded me of the heavenly flavour and taste of freshly churned "chatee di lassi". Let us share this healthful and tasteful Punjabi beverage with the world.

2: Harbinder Kaur Nagi (England), August 20, 2008, 9:20 AM.

Yes, Pritam Singh ji, I agree with you. Lassi should be like global Bhangra! It's the most refreshing of drinks! How do you make sweet lassi?

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