Hing or Kayam used in rasam making

Kayam by Kitchen treasures ( similar packaging)

Popular Kayan brand LG 

 
I was surprised to see a similar looking bottle with another brand name on it. It was Kitchen Treasures, kaya podi ( Asafoetida). This is a popular marketing ploy used by many in food industry. The brand packaging of popular brands are copied by players who wants to gain a foothold in the market.

I've seen this with Milky Mist, then few competitors trying to use ID Dosa color packaging. 

What is Kayam and why is it used in cooking?

Kayam, also known as hing or asafoetida, is a crucial ingredient in Kerala-style rasam. It is a dried gum resin extracted from the roots of the Ferula plant and has a strong, pungent aroma that mellows into a garlicky, umami-rich flavor when cooked.

In Kerala rasam making, hing is typically added in two ways:

Tempering (Tadka) – A small pinch of hing is often added to hot oil or ghee along with mustard seeds, dried red chilies, and curry leaves. This enhances the depth of flavor.

Direct Addition – Some recipes mix a pinch of hing into the rasam broth, especially if it is a simpler, milder version.

Hing is particularly valuable in Kerala-style rasam because:

• It enhances the overall umami (savory) profile of the dish.
• It aids digestion and helps reduce bloating, which is why it is commonly used in lentil-based dishes.
• It replaces the need for onion or garlic, making rasam suitable for certain religious or fasting diets.

Common Flavors in Food & Where Hing Belongs

Food flavors are generally categorized into six main tastes:

• Sweet – Sugar, honey, fruits, milk
• Sour – Tamarind, lemon, vinegar, yogurt
• Salty – Salt, seaweed, soy sauce
• Bitter – Bitter gourd, dark chocolate, coffee
• Umami (Savory) – Mushrooms, soy sauce, fermented foods, tomatoes
• Spicy (Pungent) – Chili, black pepper, ginger

Hing (asafoetida) belongs primarily to the umami (savory) and pungent categories. Its strong sulfurous compounds give it an initial pungent taste, but once cooked, it imparts a deep, meaty umami flavor, similar to onions or garlic.

Brand Imitation at Work!

The strategy used by food businesses that mimic the brand colors and packaging style of a popular brand is called "Brand Imitation" or "Deceptive Similarity" in marketing. This falls under a broader category of "Me-too Branding" or "Lookalike Packaging."

Why Do Brands Use This Strategy?

Instant Recognition & Association – Consumers unconsciously associate similar packaging with the trusted brand, increasing the likelihood of purchase.

Shelf Appeal & Confusion – In a supermarket setting, a lookalike product placed near the original can mislead hurried shoppers.

Lower Marketing Costs – Instead of building brand recognition from scratch, they leverage the dominant brand’s existing reputation.

Impulse Buying – Customers may mistakenly pick up the imitation brand thinking it’s the original.

Perceived Similarity in Quality – Consumers may assume that the product quality is close to the leading brand, even if it's cheaper.

Common Industries Using This Strategy

Snacks & Chips (e.g., store-brand potato chips mimicking Lay’s colors)

Biscuits & Cookies (e.g., similar packaging to Oreo or Bourbon biscuits)

Instant Noodles (e.g., local brands copying Maggi’s yellow-and-red design)

Soft Drinks & Juices (e.g., using Coca-Cola or Tropicana-style packaging)

Dairy & Yogurt Products (e.g., private labels copying Danone or Amul)