Dunkin'Donuts' laddoo doughnut: When it comes to food, global is local

Purists can chew pure cud. For all those obsessed with how noodles should be quarantined from desi sauces, how burgers must shun aloo or paneer, or how whisky must never mix with cola, there's news for you: localisation is not just popular but it's also cool.

The American global doughnut and coffeehouse chain Dunkin' Donuts has followed the smart practice of McDonald's and other worthy munchies in tweaking American-global fast food to suit Indian palettes.

DD's head chef Peter D'Mello was awarded the company's annual CEO's club champion prize for coming up with motichoor laddoo and petal gulab jamun doughnuts.

For those jumping out of their hole in the middle crying blasphemy, it's wise to remember that at the end of the great chain of being is the customer who is shaped not by conditions automatically conducive to Classic Glazed or Cinnamon Donuts but hardwired for something more, well, mithaiesque.

Which, of course, doesn't mean the end to all things adventurous and videshi. The old KFC vs local dhaba tandoori chicken non-battle ended up with both birds minus their feathers sticking around together.

KFC, and now Dunkin' Donuts', providing localised items may provide a clue to anyone wishing to make an Indian brand succeed globally: by tweaking the laddoo to suit less gheeful tastes.