If I hadn’t come across tulleeho.com’s website, courtesy ET’s yesterday’s Brand Equity, I wouldn’t have believed that one, such as theirs exists. It may perhaps reflect my ignorance, though I’m an avid web watcher, but more than that it represents my typical Indian psyche as to whether talking about liquor isn’t after all a social evil.
To get past tulleeho’s home page, “You have to be of legal drinking age in your city to enter this website.” That assures me I’m not alone in thinking what tulleeho themselves think. I prefer not to check their terms of use before entering the site and I must say it’s pretty bland sans any compelling visual. [Image source]
My mistake having expected so, for isn’t it a fact that Indian law not only does not permit advertising alcohols, it even has strictures on how and where to serve alcohol in public. This is unfortunate because a large section of people carry wrong notions about consuming alcohols. Many – even among younger lot – tend to equate alcohol with alcoholism.
Seen in this perspective, tuleeho’s site is a good example of what one ought to learn about drinking. Drinking is a great social equalizer – if I may use that term – in that it puts participating persons, unknown to one another, at par, as if to seek a common ground. Controlled drinking is also acknowledged by medicos to be useful for maintaining good health (see this post).
Coming back to tulleeho’s site, I like it because it has a ‘crash course’ on everything one needs to know about drinking. But perhaps its 500+ cocktail recipes deserve fullest acclaim, if only to let us know that there is a wonderful world of martinis, highballs, screw drivers and bloody marys outside our rigid mindset of just whiskeys and rums.
May more of tulleehos’ succeed in this drink-starved country. Let us learn to say ‘cheers’ to strangers and guests alike (although I must say I fear that this post may rise hackles of our lawmakers!).
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