Smart Buying

Call it dahi in the north, or thayir in the south, if there is one food item that unites all of India, it has to be curd. Be it soft or thick, what matters is getting the consistency right every time. That, of course, is not easily achieved. It is this challenge of preparing curd day-after-day with the right consistency that South Korea’s Samsung has addressed with its Curd Maestro refrigerator.

Launched in January, it has been designed keeping in mind consumer insights.

Not surprisingly, Curd Maestro — that prepares fresh curd in six-seven hours — has emerged as an instant hit in Indian households. After all, curd is not just an essential food item, but is considered auspicious — curd with sugar — to have before important events.

“Our Make for India innovation, Curd Maestro refrigerator that we launched at the beginning of this year, has seen very strong pan-India demand. It was launched after extensive consumer research. In a research we did before the launch, we found that there was strong preference among 25-40 year olds across cities for a refrigerator that makes curd and that is what played out for demand when the refrigerator was launched. Curd Maestro addresses this insight by enabling