Bovanto from Madurai, a local Tamil Nadu soft drink is popular in the diaspora from Dubai to Singapore in particular Chettinadu restaurant chains. Counter culture is needed for region centred brands which in the global era, is challenging as economies of scale play a role. Tamil Nadu has a strong regional culture, cash and a global diaspora which catapult’s them beyond the limitations of a local clientele. Transnational is often hyper local.
Published by changethinker
Born and raised in Mumbai, India with an undergrad degree from Oman and a masters degree from the National University of Singapore. I am an Environmental Professional with a passion for Sustainability, Social Innovation and Governance related issues. A Change Agent in the making who believes that small is beautiful and that impact can be achieved -one soul at a time. View all posts by changethinker