Consumption of ice-cream in all seasons has become a part of local culture, as is evident from the number of shops exclusively selling the cold savoury. Brands are easily available in the town, where people used to taste only locally-made varieties sold at a couple of shops until about several decades ago.
The Janata Cold Drink House, located at the Gandhi Chowk, was the first shop where people purchased ice-creams and cold drinks. In the absence of brands only local items were sold at parlours.
Residents in the town kept away from the mouth-watering varieties of ice-creams manufactured by multi-national companies, until youngsters of Adilabad ventured to study in Hyderabad. Having acquired a proclivity for better stuff in the capital, they created a demand for ice-creams here.
Though it was slow in the beginning, the trend eventually caught up. The number of shops selling ice-creams began to grow. Realising the potential, MNCs too started marketing their products in this town. The culture is now poised to enter rural areas of the district.
S. HARPAL SINGH in Adilabad