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Copyright © 2025 Foodies Only
Copyright © 2025 Foodies Only
5 min
16/01/2026
Traditional snack names often appeal to consumers because of the sense of nostalgia, trust and cultural connection associated with them. The name “Dadi’s Chakli” evokes emotions that remind consumers of their childhood and familiarity with the product, creating a stronger sense of trust, meaning and safety than a generic descriptive label.
In many parts of India, traditional snack names create an emotional connection to the product long before the actual taste does. Traditional snack names such as “Dadi’s Chakli” not only describe a savoury spiral, but also trigger memories of kitchens, steel tiffin boxes, afternoon hunger and care. On the other hand, descriptive, neutral snack names such as “Savoury Rice Spirals” feel functional, distant and forgettable in comparison.
Traditional snack names evoke nostalgia as one of the most powerful emotional influences over consumer behaviour. As soon as consumers see words such as dadi, naani, amma or gaon, their brains are already able to associate the product with their memories; even if the product has not yet been tasted by them. In essence, traditional snack names fill in the gaps through shared cultural memories, such as home recipes, family gatherings, and warmth, to create an instant bond, leading to instantaneous, intuitive purchase decisions rather than analytical ones.
Trust is the primary consideration in how food businesses should create their brand. The use of traditional names creates an impression of lineage and history, that the snack was created in the same way for generations. This creates a subconscious association to safety, authenticity and tested wisdom among consumers. When consumers see a product called "Traditional Mathri," they feel less risk in trying it than a product with either an abstract name or a modern name.
The traditional names used for snack foods are usually derived from regional dialects and/or family references to create an emotional connection to consumers. Consumers in the urban area, who may be very distant from the village kitchens, also connect to the language used in these products because it provides a sense of cultural identity. When a consumer selects "Dadi's Chakli," they are choosing to participate in a shared heritage, and not simply eat a snack. The product takes on a cultural artefact status, instead of a commodity.
Functional names, such as Savoury Rice Spirals, provide clarity but lack emotional texture; they describe what the product is but not what it represents. In contrast, the traditional naming process creates a narrative condensed into a few words that attract emotion, not ingredient or shape definition. When consumers face a crowded snack aisle, it is far more important to have an emotional recall than a precise description. Consumers tend not to remember technical descriptions; however, they tend to remember names that sound familiar to them.
Traditional names provide more than just a sale of snacks, but they also provide a story behind those snacks. Traditional names allow brands to communicate their legacy, craftsmanship and passion for their products without the necessity of lengthy explanations. Additionally, because of the way traditional names allow products and brands to transcend generations, a traditional name can appeal to older consumers with nostalgia and younger consumers with curiosity and emotional inheritance.
Traditional names are powerful, but they must be perceived by consumers as legitimate rather than created. As consumers become more aware of and sensitive to artificial nostalgia, a name like "Dadi's Chakli" will only resonate when the experience of that product aligns with the promise that it has to offer (taste, texture, and quality in support of the story). Authentic traditional names build long-term loyalty based on emotional consistency rather than novelty.
The tradition of snack naming has a significant emotional weight through the use of small word sets to convey memory, identity and trust. Through the use of shared cultural experiences and family connections, traditional snack naming takes what should be considered only a function of food and makes it a representation of continuity and comfort for consumers.
