The one pound glass jar with a nice printed cardboard packing still remains fresh in memory.
The content, Horlicks, was jealously guarded from the prying nature of air and moisture till it reached the consumers. A cardboard seal bonded on the mouth of the container ensured it.
It occupied a prominent place in display- in General and Medical stores. Once in the house hold it had a guaranteed a niche to reside.
The Horlicks, in glass jar travelled wide and far and was a permanent feature near hospital beds -to nourish the patients back to health. Doctors prescribed it, orally, along with a list of prescription medicines.
A visitor to a house hold, where children and elderly people are sure to be there, never forgot to bring this glass jar along with fruits, nuts and flowers.
In the household, the jar, full or empty, was carefully preserved by the home makers. Used the contents judiciously and found multiple utilities when the jar became empty.
Kids were attracted by the noiseless way the lid cap can be unscrewed to help themselves with spoonfuls of the tasty powder.
The opportune moments were carefully chosen, when the elders had their afternoon siesta, to effect the heist.
Their philosophy was very simple - hungry stomach & craving taste buds should not go unrewarded. If caught red handed, they were ready to quote from the scripture - Krishna stole butter to show His affection and in the same way, we are also showing our affection for the Horlicks powder.
What the elders could do, except to admire the quick wit?
The kids did not like the other health drinks – Bournvita or Ovaltin. They did not go after them for a simple reason. They came in tin containers and made hell of a noise while opening the lid – definitely not suitable for a clandestine affair!
A jar of Horlicks gave the women folk an edge in grading & dealing with the guests visiting the house. The most welcome got a drink of more milk, less water and liberally added Horlicks powder. The least welcome guest got more water, less milk and a sprinkling of Horlicks powder.
In the house, the empty Horlicks jars were treated still as precious. The jars got a religious warm water bath, a sun bath and towelling before being appointment as storage containers in the kitchen. The transparency, maintainability and hygiene must have appealed to the natural motherly instinct!
They organized the filled glass jars like soldiers in formation. Liquids, semi-solids, powders, granules and nuts clamoured to get stored in them, literally.
Home-made pickles and hair oil found a container which allowed them to see the world. Nuts, raisins and assortment of grocery items were stored with a facility to periodically inspect the contents.
The women folk being innovative assigned another role for the empty glass jar. They used it as a “churner” to separate butter from the skimmed cream.
The empty glass jars, became a special purpose vessel/container, in the hands of kids. They built an aquarium to keep river fishlings; converted them to arable land to grow seedlings, used them as a green house; as biological parks to rear (or to inconvenience) insects such as grass hoppers, gadflies, spiders and butterflies.
Times changed. The packaging changed- attractive plastic container replaced the glass jar. These plastic containers, finding lesser utilities, started fearing the recycle bins.
Many newer brands entered the market share of Horlicks began to shrink. Feeling the heat , it gracefully accepted the inevitable.
The TV opened up opportunities, for the health drinks, to promote & compete with each other. They turned the spotlight on infants & kids, coming out with 1-2-3,Jr. versions, -23- and -32- varieties. Aggressive marketing began….
Models, as brand Ambassadors, stood by extolling, measuring and sporting a Mono Lisa smile to ensure that the message captured the target audience’s imagination. To add ‘Zip’ and ‘Zing’ to the campaign, white coated gentlemen were roped in to give expert opinions.
Newer brands, different models and to up the ante all the health drink packets carried free gifts worth almost the cost of the product. Some even went crazy – offered free gifts that were attractive on the print and disappointing on hand.
Many brands and many claims – neuron activation, growth stimulation, strength & stamina fountain etc; - repertoire was truly amazing!
The rest is history – kids telling moms to buy this or that health product!
Now, only the semi-retired & retired old bones will be fondly remembering the content and the glass jar of Horlicks powder. The very mention of the name Horlicks will set their taste buds watering and flashing mental pictures of the extracurricular activities they enjoyed, using an emptied Horlicks glass jar.
Vive la the Horlicks glass jar of the bygone era!
Why is it called Horlicks and whether it is a singular or a plural?
May be one you can answer or Mr. Bachchan Jr might have an Idea!
The content, Horlicks, was jealously guarded from the prying nature of air and moisture till it reached the consumers. A cardboard seal bonded on the mouth of the container ensured it.
It occupied a prominent place in display- in General and Medical stores. Once in the house hold it had a guaranteed a niche to reside.
The Horlicks, in glass jar travelled wide and far and was a permanent feature near hospital beds -to nourish the patients back to health. Doctors prescribed it, orally, along with a list of prescription medicines.
A visitor to a house hold, where children and elderly people are sure to be there, never forgot to bring this glass jar along with fruits, nuts and flowers.
In the household, the jar, full or empty, was carefully preserved by the home makers. Used the contents judiciously and found multiple utilities when the jar became empty.
Kids were attracted by the noiseless way the lid cap can be unscrewed to help themselves with spoonfuls of the tasty powder.
The opportune moments were carefully chosen, when the elders had their afternoon siesta, to effect the heist.
Their philosophy was very simple - hungry stomach & craving taste buds should not go unrewarded. If caught red handed, they were ready to quote from the scripture - Krishna stole butter to show His affection and in the same way, we are also showing our affection for the Horlicks powder.
What the elders could do, except to admire the quick wit?
The kids did not like the other health drinks – Bournvita or Ovaltin. They did not go after them for a simple reason. They came in tin containers and made hell of a noise while opening the lid – definitely not suitable for a clandestine affair!
A jar of Horlicks gave the women folk an edge in grading & dealing with the guests visiting the house. The most welcome got a drink of more milk, less water and liberally added Horlicks powder. The least welcome guest got more water, less milk and a sprinkling of Horlicks powder.
In the house, the empty Horlicks jars were treated still as precious. The jars got a religious warm water bath, a sun bath and towelling before being appointment as storage containers in the kitchen. The transparency, maintainability and hygiene must have appealed to the natural motherly instinct!
They organized the filled glass jars like soldiers in formation. Liquids, semi-solids, powders, granules and nuts clamoured to get stored in them, literally.
Home-made pickles and hair oil found a container which allowed them to see the world. Nuts, raisins and assortment of grocery items were stored with a facility to periodically inspect the contents.
The women folk being innovative assigned another role for the empty glass jar. They used it as a “churner” to separate butter from the skimmed cream.
The empty glass jars, became a special purpose vessel/container, in the hands of kids. They built an aquarium to keep river fishlings; converted them to arable land to grow seedlings, used them as a green house; as biological parks to rear (or to inconvenience) insects such as grass hoppers, gadflies, spiders and butterflies.
Times changed. The packaging changed- attractive plastic container replaced the glass jar. These plastic containers, finding lesser utilities, started fearing the recycle bins.
Many newer brands entered the market share of Horlicks began to shrink. Feeling the heat , it gracefully accepted the inevitable.
The TV opened up opportunities, for the health drinks, to promote & compete with each other. They turned the spotlight on infants & kids, coming out with 1-2-3,Jr. versions, -23- and -32- varieties. Aggressive marketing began….
Models, as brand Ambassadors, stood by extolling, measuring and sporting a Mono Lisa smile to ensure that the message captured the target audience’s imagination. To add ‘Zip’ and ‘Zing’ to the campaign, white coated gentlemen were roped in to give expert opinions.
Newer brands, different models and to up the ante all the health drink packets carried free gifts worth almost the cost of the product. Some even went crazy – offered free gifts that were attractive on the print and disappointing on hand.
Many brands and many claims – neuron activation, growth stimulation, strength & stamina fountain etc; - repertoire was truly amazing!
The rest is history – kids telling moms to buy this or that health product!
Now, only the semi-retired & retired old bones will be fondly remembering the content and the glass jar of Horlicks powder. The very mention of the name Horlicks will set their taste buds watering and flashing mental pictures of the extracurricular activities they enjoyed, using an emptied Horlicks glass jar.
Vive la the Horlicks glass jar of the bygone era!
Why is it called Horlicks and whether it is a singular or a plural?
May be one you can answer or Mr. Bachchan Jr might have an Idea!
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