AJINOMOTO
Quite intriguing is the
profile of “Ajinomoto”. For long, the item has been thought of as an ingredient
in ‘chat masala’- a craze among Indian youth and a nightmare for their
parents. .Somehow the item fails to
impress adults as against its vice-like grip over the youth of this country. As
is common -the two segments are diametric on matters of taste or preference in
dress, mannerisms, food and entertainment.
After all, the name is that
of a Japanese firm “AJINOMOTO CORPORATION”
that has spread its business fortune far and wide by marketing some ‘additives’
that serve to enhance the palatability of certain food preparations, though
they need not add to value thereof. Yet,
the corporation spread to Asia, US , Parts of Europe, Latin America through
their food adjuvants. In fact ‘Ajinomoto’ means “Essence of taste” ; by
infusing a certain aroma to their preparation, there has been an appeal of
sorts which seems to entice youth to certain kind of small time delicacies. The
product range includes cooking oil, beverages, sweeteners, amino acids and
frozen food that come in handy -making what goes in the name of ‘fast food’.
The strategy of the firm appears to have been to make refined derivatives from
natural food and marketing them as “Enhancers” that add a sense of special aroma to the food prepared.
Primarily, the firm was
in to the trade of making Sodium Glutamate or Glutamic acid of sodium salt popularly called Monosodium
Glutamate or MSG. But , now the product range and trade houses have expanded to
36 countries , largely by supplying ready-to-use adjuvants. The products have
generally been under cloud of suspicion for the working methods of the firm
like some rumours of using ‘Serpents’ in certain preparations, necessarily causing a
flutter among customers over the ingredients in the making of those products.
In Indonesia, the
products received stiff resistance and rejection by ardent Islamic devotees who
have sentimental objections to pork or pork-derived by-products in marketing the products of the firm ‘Ajinomoto corporation’. Like all business giants,
Ajinomoto corporation had to face legal battles in Britain and Indonesia. As is
generally the case MNCs readily invest a fortune to fight legal battles to
desist and thwart the prospect of ban on products. Ajinomoto fought legal
battles to face charges on unscrupulous
food processing strategies in utter disregard to religious sentiments. Needless
to reiterate that MNCs would go all out to retain market in any court of law.
Also, Ajinomoto went that far to tell customers that their products were derived
from Soy bean.
However, the marketed
product Ajinomoto has literally penetrated various centres across India. There
does not seem to be any resistance to the varied forms [Avathar] of Ajinomoto
and is used in more eateries as enhancers .
Prof. K.Raman
Even today in many hotels in north Indian items Ajinomoto is added as enhancer of taste. People have not realised the effect of Ajinomoto on our body. It is reported that MSG or ajinomoto leads to obesity, It has detrimental effect on reproductive organs and also has neurotoxicity effect.
ReplyDeleteSimilarly mutton tallow is used in butter. You can see in many platform shops bread and butter is heated on hot plate and served . This butter has 90 percent mutton tallow.
Without adulteration no business can survive.
K.Venkataraman
Quite informative. Right from the days of Adam, indiscipline has always had a better appeal to humanity. No wonder in today's youth falling for fast-food unmindful of the dangers involved in it. Honestly worried about the future generation.
ReplyDeleteVery informative
ReplyDelete