Now Reading: 94-year-old RKG Ghee bets on ghee tourism
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94-year-old RKG Ghee bets on ghee tourism
RKG Ghee, a 94-year-old family-run Tamil Nadu brand, has launched ghee tourism at its Kangayam factory near Coimbatore. The centrepiece is a 2,000-litre stainless-steel boiler where workers daily turn butter into grainy,…
The Story in Brief
RKG Ghee, a 94-year-old family-run Tamil Nadu brand, has launched ghee tourism at its Kangayam factory near Coimbatore. The centrepiece is a 2,000-litre stainless-steel boiler where workers daily turn butter into grainy, yellow ghee. Visitors experience the intense heat and sweet aroma of the production process. The brand is betting on this immersive tour to attract tourists interested in traditional food-making.
The Indian Opinion
Some may dismiss RKG Ghee's ghee tourism as a mere publicity stunt, but it is a genuine attempt to connect tradition with modern curiosity. The lazy narrative that old brands cannot innovate ignores efforts like this, which blend heritage with experience. The real test will be whether this model can sustain interest beyond a single visit and turn curiosity into loyalty.
Source: thehindu.com
This story was synthesised by AI from the source linked above.
