A legacy in a cup: Rosemilk shop keeps it short and sweet
The Hindu
There is heartening news for fans of Kalathi Newspaper Mart known for its signature cool drink. Open whenever it can be, it manages the pandemic with meagre earnings and an indomitable spirit
Kalathi Newspaper Mart at East Mada Street in Mylapore may not tick all the boxes for a great brand-building exercise, but manages a compelling brand narrative. The simplicity of the narrative is also what makes it riveting. It is essentially this: The local equivalent of a five-and-dime stumbling upon a sweet drink. Though based on a straightforward formula, its rosemilk has survived tastebuds of successive generations. Before launching into its brand story, a heartening update about its current status. Its owner K. Mani points out that the shop is run with stoic resignation to the prevailing situation, but is focussed on keeping the legacy going.
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