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Lalu ka Khazana a hit in Bihar

More than six months after Lalu's RJD was ousted from power in Bihar, he remains more popular than any other leader.

india Updated: Jun 08, 2006 15:01 IST
Indo-Asian News Service
Indo-Asian News Service

A new chocolate named after India's most colourful politician, Railway Minister Lalu Prasad, has become a hit in the rural areas of north Bihar.

More than six months after Lalu Prasad's Rashtriya Janata Dal (RJD) was ousted from power in Bihar, he remains more popular than any other leader if the sales of the chocolate, called "Lalu ka Khazana", are any indication.

"Lalu Chocolate is a big hit in rural areas of north Bihar districts like Muzaffarpur, Sitamarhi and Madhubani due to the unmatched popularity of Lalu," said a trader distributing the chocolate.

"Lalu ka Khazana", produced by New Delhi-based Chetak Company, entered the market about three months ago and soon gained popularity among children in rural areas.

Shopkeepers said sales of Lalu Chocolate were high owing to its popularity with kids.

"Children demand only Lalu Chocolate, not for any special flavour or taste but for its name. Sales are increasing day by day," a shopkeeper said.

The colourful wrapper of the chocolate packet depicts two different caricatures of Lalu - one as a politician in his trademark white kurta payjana with silver hair and the other as a magician attired in a stylish jacket and jeans.

The chocolate is available in small and large sizes. In a bid to woo children, the company is also offering some attractive gifts like rings, earrings along with the chocolate.

"There is hardly any rural market in north Bihar where demand for the chocolate has not gone up in the last one month," a wholesaler of Muzaffarpur said.

According to estimates, over 100,000 packets of Lalu Chocolate have been sold in the market till date.

RJD leaders are happy with the success of the chocolate. They say it shows the popularity of their leader.

This is not the first time that Lalu Prasad's brand equity has been used in the market.

His trademark "rustiness" has spawned several advertisements and comedy shows on TV channels while his name has also been used to promote several products.

A Patna-based company had launched "Lalu Khaini" (a sachet of tobacco) two years ago that was also a hit. But it later disappeared from the market.

The famous Lalu dolls followed, manufactured by Mumbai-based Speedage Corp. Much like the man himself, the doll, costing Rs144, was also clad in a white kurta pyjama with short, silver hair falling over its forehead.

First Published: Jun 08, 2006 10:31 IST