It was balle, balle to lassi at European event

July 29th, 2008 - 12:03 pm ICT by IANS  

By Alkesh Sharma
Chandigarh, July 29 (IANS) Lassi, the popular yoghurt-based household drink of Punjab, has won laurels for India at an international event held in Europe. Lassi, made by churning yoghurt and water, was adjudged the “best exotic drink” and surpassed other beverages at the “Know Europe-2008″ entrepreneurship programme, sponsored last month by the Normandy Business School in France.

According to information about the contest that has only now been received here, Lassi scored over other drinks like exotic beers, alcohols, wines and fancy coffees in cutthroat competition.

“Know Europe” is an annual affair and was held last month in four European countries - France, Belgium, Netherlands and Spain - over as many weeks.

Taman Raj Singh, a commerce student at the local S.D. College here, represented India at the event. He is the first Indian to represent the country in the 15 years of the event so far. In all, 40 delegates from countries like the US, Australia, Singapore, Morocco, Belgium and France participated in the competition.

“There were eight groups of five students each. At the outset, Lassi won the nomination battle along with Mexican beer. Then in the first round alcoholic coffee and Lassi were short-listed and both got ‘A’ plus grade.

“Finally, Lassi came out the winner with a record-setting 90 percent score breaking the previous best of 75 percent in the last 15 years,” Taman, who was the project leader of his group, told IANS.

“Know Europe” was aimed at assessing the business acumen of students from all over the world. The participants were also asked to give marketing presentations of their chosen beverage involving advertising and production strategies. They also had to survey their product for 20 days and to prepare a report.

“Our strategy was to present this age-old drink in the amalgamation of tradition and modernity,” a beaming Taman said.

Lassi, a traditional north Indian drink originating from the Punjab region, is made by blending yoghurt with water, salt and spices till it becomes frothy. The judges were impressed with the qualities of this healthy drink that is available in different flavours and can be downed by people of all ages.

According to Taman, the judges were so impressed with his performance that they also offered him a semester in business studies at the Normandy Business School in September.

Tags: , , , , , , , , , , , , , , , , , , ,

Posted in Business |