By Priya Krishna
Source: The New York Times
Chitra Agrawal, the founder of Brooklyn Delhi, has spent many hours thinking about where in the grocery store her Indian condiments might sell the best.
Positioning her premade sauces alongside pasta sauce, she imagined, might encourage spaghetti lovers to make Indian food. On the other hand, she could be setting her products up for removal from the aisle, as they probably wouldn’t sell as well as pasta sauce. Then there’s her mango chutney, which is essentially a fruit condiment. Would placing it among other jams and jellies make sense, or confuse shoppers?