Sweet Salted Translations
I wonder if you’ll think the ‘English’ translations of Indian food as funny as I do. Many of the words used are of French origin, mostly to make the products sound exotic! Here are some pictures of Haldiram’s products, which are largely exported.
Soan Papdi is called a Gateau De Soan and a Soan Cake. But a Gateau, a word of French origin brings forth images of chocolate and cream, not Soan! In any case, Gateau means means baked food and Soan Papdi is roasted, and mixed with sugar syrup!
And these ‘cakes’ are also called Bonbons! Well, bonbon is an English word, although of French origin. The word bonbon refers to several types of sweets and in Europe a bonbon is a candy. It is in fact the French and German word for candy.
Then there is our simple Bhujia snack. The French translation of snack is given on the front of the pack, making me wonder whether they sell only to France! But I guess it’s for Europeans who don’t understand English? Haldiram’s exports to as many as 50 countries.
The ‘mixture’ as we call it here in English and even Hinglish, is called Melange on the pack. As a purely selling strategy I wonder why using French words or words of French origin works. Gives the product a ‘higher’ status? Really, Melange De Jaipur sounds quite over the top! And as to why these guys are selling these packs here…well, they are trying to impress the Indian consumers I guess…