What happens when you tinker with something 'Hindu'? Learn from Emirates
Emirates can be the largest foreign airline in India, but it scores a big zero in understanding Indians. Otherwise, how could they have even thought of tinkering with something called the “Hindu” meal?
So, this happened: Earlier this week, Emirates, the Dubai-based airlines, dared to announce that they would drop their “Hindu meals” from the menu. It would not create much of a problem for Indian flyers, they assumed, as there would be plenty of other vegetarian and non-vegetarian meals.
But what were they actually thinking? You can’t just strike something titled “Hindu” off your list and attribute it to your internal review process! Can you?
The price one pays for such frivolous things is quite heavy.
Here, too, there was no exception made.
Facing never-seen-before “Hindu” outrage on social media, the carrier took back its “audacious” decision and politely steered clear of the storm it had unknowingly kicked up.
“Based on feedback from our customers, Emirates confirms we will continue to provide a Hindu meal option, to make it easier for our Hindu customers to identify and request this option,” the airline said after falling out of favour with its Hindu Indian customers on Twitter.
And there is no reason to cast aspersions on these customers as they contribute significantly to the business of the carrier. At present, the carrier operates 172 weekly flights. In financial year 2017-18, Emirates carried 5.5 million passengers on its Indian network alone.
Clearly, the airline could not thus stick to the decision of doing away with the “Hindu” meal. Or, in the first place, they should not have messed with Indian flyers and Hindu flyers! You have a Jain meal, a Kosher meal, a gluten-free meal, a nut-free meal and what not! And you decide to play with fire, the “Hindu meal”!
If you are not familiar with the term itself (many are surprisedly asking if there are "Muslim" and "Christian" meals too), it is nothing very revolutionary on the part of Emirates. Singapore Airlines and the international flights of Air India, too, have religious meal sections, which include a Hindu meal. International flights of Jet Airways offer Muslim meals, which include Halal-produced meat/poultry from approved sources. The meal excludes pork and pork by-products, gelatin, alcohol and flavouring extracts with it.
So, why hasn't there been a big fuss about these options?
Because these airlines have been wiser, perhaps, than Emirates was.
But here's the most surprising part. A “Hindu meal” is not what most people have assumed this to be. No, it is not a vegetarian meal at all.
Hindu meals are non-vegetarian and prepared in an Indian culinary style. This can contain lamb, chicken, fish, eggs, milk and dairy products, and cereals. But it does not contain veal, beef or by-products, or raw or smoked fish, according to the taste of Hindu Indians, as it so believes.
While Emirates, known for its kitchens and elaborate menus, must have thought it fit to embark on an experiment, back home, the move was seen as just an onslaught on “Hindu” values. A non-beef, non-vegetarian meal is there, we know. But, where is our "Hindu meal"? We are hurt!
So, dear Emirates, please continue serving motichur laddoos on Diwali. Just don’t experiment with anything “Hindu”. Whether it defies logic or not is not the point.
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