Section 2: How We Talk About the Brand
Lesson 6 of 13
Curry, the misunderstood word
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Curry is not a single dish. We use specific dish names: , , , , , .
Curry is not a single dish, a single sauce, or even an Indian word in the way people use it. The British colonial era flattened hundreds of regional Indian sauces into one word, and that is what stuck in the West. We use the actual dish names: , , , , , . When a says, what is your best curry, we say, are you in the mood for something mild and rich (butter chicken), tangy and bright (tikka masala), spicy and deep (rogan josh), or earthy and green (saag)? Get specific. The dish names are the brand.