Category 05The Pantry Parade

Culinary Rebranding.

"Chai Tea is 'Tea Tea'. Sold for five dollars a cup."

Indian staples renamed, repackaged, and sometimes patented—turned into 'newly discovered' superfoods.

21 cases on file ⟶
Category ⟶
00All Cases01High Fashion02Textiles & Jewelry03The Wellness Hijack04Spiritual Symbols05Culinary Rebranding062025–26 Breakthroughs07Runway Plagiarism08Textiles & Home Decor09Clean Beauty & Botanical Hijack10Culinary Rebranding II11Patent & Legal Wars12Clean Girl Lifestyle13Gentrification of Parenting14History, Sport & Design15Big Tech & App Branding16Architectural Theft17Academic & Scientific Inversions18Food, Beverage & FMCG19Mathematics & Astronomy20Yoga & Spiritual Hijack21Ayurveda Extraction22Philosophy & Cognitive Science23Chemistry & Metallurgy
APPROPRIATED
CASE #081
05

चाय

Chai

Pan-India
Open Receipt

Western cafés

"Chai Tea Latte"
₹457
≈ $5.50

चाय

True Value · Chai

₹15
≈ $0.18
ERASED
CASE #082
05

बासमती

Basmati

Indo-Gangetic plain1997
Open Receipt

RiceTec (Texas)

"Texmati" Rice
—

बासमती

True Value · Basmati

—
REBRANDED
CASE #083
05

नीम

Neem

Indian subcontinent1995
Open Receipt

US Department of Agriculture / W.R. Grace

Neem Antifungal Patent
—

नीम

True Value · Neem

—
UNCREDITED
CASE #084
05

हल्दी

Haldi (Turmeric)

Indian subcontinent1995
Open Receipt

University of Mississippi

Turmeric Wound-Healing Patent
—

हल्दी

True Value · Haldi (Turmeric)

—
STOLEN
CASE #085
05

नान

Naan

North India / Central Asia
Open Receipt

Restaurants worldwide

"Flatbread"
₹498
≈ $6.00

नान

True Value · Naan

₹30
≈ $0.36
APPROPRIATED
CASE #086
05

पनीर

Paneer

Pan-India
Open Receipt

Whole Foods / Trader Joe's

"Indian Grilling Cheese"
₹664
≈ $8.00

पनीर

True Value · Paneer

₹120
≈ $1.45
ERASED
CASE #087
05

कटहल

Kathal (Jackfruit)

South Asia
Open Receipt

Vegan brands (Upton's / Jackfruit Co.)

"Vegan Pulled Meat"
₹664
≈ $8.00

कटहल

True Value · Kathal (Jackfruit)

₹60/kg
≈ $0.72/kg
REBRANDED
CASE #088
05

मखाना

Makhana

Bihar
Open Receipt

Health-food snack brands

"Popped Water-Lily Seeds"
₹830
≈ $10

मखाना

True Value · Makhana

₹120
≈ $1.45
UNCREDITED
CASE #089
05

नारियल तेल

Nariyal Tel

Coastal India / South Asia
Open Receipt

Wellness coconut brands

"Miracle Coconut Oil"
₹1,826
≈ $22

नारियल तेल

True Value · Nariyal Tel

₹250
≈ $3.01
STOLEN
CASE #090
05

ज्वार, बाजरा, रागी

Jowar / Bajra / Ragi

Pan-India
Open Receipt

Whole Foods / health-bar brands

"Ancient Grains"
₹1,162
≈ $14

ज्वार, बाजरा, रागी

True Value · Jowar / Bajra / Ragi

₹40/kg
≈ $0.48/kg
APPROPRIATED
CASE #091
05

मसाला

Masala

Pan-India
Open Receipt

British colonial pantry

"Curry Powder"
—

मसाला

True Value · Masala

—
ERASED
CASE #092
05

डोसा

Dosa

South India
Open Receipt

Brunch cafés

"Lentil Crepes"
₹1,162
≈ $14

डोसा

True Value · Dosa

₹60
≈ $0.72
REBRANDED
CASE #093
05

इडली

Idli

South India
Open Receipt

Health-food chains

"Steamed Rice Cakes"
₹747
≈ $9.00

इडली

True Value · Idli

₹50
≈ $0.60
UNCREDITED
CASE #094
05

लस्सी

Lassi

Punjab
Open Receipt

Wellness drink brands

"Probiotic Yogurt Drink"
₹581
≈ $7.00

लस्सी

True Value · Lassi

₹40
≈ $0.48
STOLEN
CASE #095
05

डब्बा

Tiffin / Dabba

Pan-India
Open Receipt

Sustainable lifestyle brands

"Stackable Lunch Boxes"
₹3,984
≈ $48

डब्बा

True Value · Tiffin / Dabba

₹400
≈ $4.82
APPROPRIATED
CASE #096
05

कॉयर

Coir (Coconut Husk)

Kerala
Open Receipt

Eco-mattress brands

"Natural Coir Mattress"
₹2.0 L
≈ $2,400

कॉयर

True Value · Coir (Coconut Husk)

₹8,000
≈ $96
ERASED
CASE #097
05

दातून

Datun (Neem Twig)

Pan-India
Open Receipt

Eco-dental brands

"Organic Disposable Toothbrush"
₹1,245
≈ $15

दातून

True Value · Datun (Neem Twig)

₹5
≈ $0.06
REBRANDED
CASE #098
05

आँवला

Amla

Pan-India
Open Receipt

Vitamin C supplement brands

"Indian Gooseberry" Capsules
₹2,656
≈ $32

आँवला

True Value · Amla

₹150
≈ $1.81
UNCREDITED
CASE #099
05

तुलसी

Tulsi

Hindu households
Open Receipt

Adaptogen tea brands

"Holy Basil Stress Tea"
₹1,494
≈ $18

तुलसी

True Value · Tulsi

₹100
≈ $1.20
STOLEN
CASE #100
05

खिचड़ी

Khichdi

Pan-India
Open Receipt

Cleanse & detox brands

"Detox Lentil Stew"
₹1,328
≈ $16

खिचड़ी

True Value · Khichdi

₹50
≈ $0.60
APPROPRIATED
CASE #101
05

आम लस्सी

Aam Lassi

Punjab
Open Receipt

Café menus worldwide

"Mango Lassi Smoothie"
₹664
≈ $8.00

आम लस्सी

True Value · Aam Lassi

₹60
≈ $0.72
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