Menu
The idea for this book was triggered by a seminar on trends by Kantar Market Research in 2020 in which they presented the Brand Footprint, an annual ranking of the most chosen consumer brands based on
a composite measure of population, penetration, and purchase frequency. The report revealed that the most chosen consumer product in India is biscuits. More than tea or sugar or soap, it is the humble biscuit that rules consumer popularity.
Biscuits represent pleasantness and comfort, safety, and softness for everyone. They transcend distance, time, and monetary means with their endearing soft crunch, their mild sweetness, and their richly warm “apnapan”. Life is about Biscuit Moments—moments which are like biscuits: small and sweet, sometimes crisp, sometimes soft. Small musings on refrigerator magnets and pressure cooker whistles, intimate observations on jackets-shakets, dancing and socks, and languid reflections on monsoon, birdsong, and chiffon dupattas. Such Biscuit Moments sweeten our everyday.
The idea for this book was triggered by a seminar on trends by Kantar Market Research in 2020 in which they presented the Brand Footprint, an annual ranking of the most chosen consumer brands based on
a composite measure of population, penetration, and purchase frequency. The report revealed that the most chosen consumer product in India is biscuits. More than tea or sugar or soap, it is the humble biscuit that rules consumer popularity.
Biscuits represent pleasantness and comfort, safety, and softness for everyone. They transcend distance, time, and monetary means with their endearing soft crunch, their mild sweetness, and their richly warm “apnapan.” Life is about Biscuit Moments—moments which are like biscuits: small and sweet, sometimes crisp, sometimes soft. Small musings on refrigerator magnets and pressure cooker whistles, intimate observations on jackets-shakets, dancing and socks, and languid reflections on monsoon, birdsong, and chiffon dupattas. Such Biscuit Moments sweeten our everyday.
Shaziya is a brand communication strategy specialist. Her career spans luxury, grooming, wealth, and wellbeing brands such as De Beers, The Leela, Unilever, Johnson & Johnson, Zydus, Godrej, Kellogg’s and industry bodies like Association of Mutual Funds of India. She is the first Indian to win the Jay Chiat Grand Prix. She has won multiple Effie and Midas awards as well as the IPA, APG award for strategy and four WPP Global Atticus Awards for ‘original thinking on issues and trends shaping our industry, business and society.’ She is a guest lecturer at ISB, MICA and The Emerging India Camp organised by CII-JICA. She was a resident Pearson Chevening Scholar at the Stirling Media Research Institute, Scotland and at the Financial Times, London.
Shaziya has contributed chapters for ‘Luxury Market in India: Maharaja to Masses.’ She has also written for The Economic Times, The Business Standard, Business World, Hindu Business Line, Financial Express, Little Black Book, Exchange For Media, Social Samosa, Thriveglobal.in and for branding publications like Ad Map, WPP Brandz India Reports.
This book is a collection of observations related to sweet moments across everyday experiences. It provides glimpses of the rich depth that lies underneath our modern transactional world.
