We have had a slew of successful “local” brands for a long time – Amul, Mother Dairy, Parle G, Thumsup, Ashirwad, Emami, Boroline, etc. Recently, many such brands came out all guns blazing to emphasize their Indian roots, though we didn’t forget that they were indeed Indian brands. Further, there are thousands of regional brands specific to select geographies in the country. Consumers up north would have never heard of Double Horse rice powder or Nirapara spices. ‘Local’ has been alive and thriving for decades.