How a 94-year-old Tamil Nadu brand is betting on ghee tourism
The 94-year-old Tamil Nadu-based brand RKG Ghee is exploring 'ghee tourism' at its Kangayam factory. The company processes 150,000 liters of milk daily and exports its products to several international markets.
Why it matters
This highlights the growing trend of industrial tourism, where traditional manufacturing brands leverage their heritage and processes to engage consumers and build brand loyalty.
When I am planted next to a mammoth stainless-steel boiler of molten ghee, my mind starts playing games. The sweet smell is intoxicating. But the heat from the container which can hold 2,000 litres of ghee, that is at touching distance, sends me into a tizzy. For RKG Ghee’s workers in blue uniforms, who go about turning levers and adjusting the intricate system, the scent, heat, and vision of cloud-like tufts of butter transforming into grainy, sunshine-yellow ghee, are routine.
For, this scene plays out every day at the 94-year-old family-run brand’s factory in Kangayam.
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