📷 Image: Wikimedia Commons / Prasanth 05
Lifestyle
Britannia Features Thirukkural Couplets on Biscuits, Sparking Debate
✍️ India Today
🗓 07 Jul 2026, 12:17 PM
👁 58
Food giant Britannia has begun printing couplets from the classic Tamil ethical text, Thirukkural, on its biscuits. The move has generated discussion about its potential impact on public engagement with the ancient literature.
Food manufacturer Britannia has introduced a novel approach by imprinting verses from the Thirukkural, a revered Tamil literary work, onto its biscuit products. This initiative aims to bring the ancient text to a wider audience through a popular consumer item.
The Thirukkural, a collection of couplets on ethics, governance, and love, is a cornerstone of Tamil literature, traditionally studied and recited. Placing excerpts on biscuits has sparked conversations regarding its effectiveness in promoting readership and appreciation for the work.
While the company's intention is to familiarize consumers with the Thirukkural's wisdom, questions are being raised about whether this method will translate into genuine engagement or merely serve as a superficial novelty.
The Thirukkural, a collection of couplets on ethics, governance, and love, is a cornerstone of Tamil literature, traditionally studied and recited. Placing excerpts on biscuits has sparked conversations regarding its effectiveness in promoting readership and appreciation for the work.
While the company's intention is to familiarize consumers with the Thirukkural's wisdom, questions are being raised about whether this method will translate into genuine engagement or merely serve as a superficial novelty.