From Tradition to Trend

Names like these are a delight to the eyes of anyone travelling along any road in Kerala. They are all the names of restaurants:

- ‘Balan Chettante Puttukada’
- ‘Ummachide Vadakkini’ (Mother’s Kitchen)
- ‘Adaminte Chayakkada’

Traditional names for restaurants include Arya Bhavan, Bhaktivilasam, Saint Mary's, and Rahmaniya. The ingredients and flavours of the food have remained consistent over the years. However, as ingredients changed and tastes varied, the names of dishes also evolved. The style of hotel signboards has undergone a significant transformation.

Some newer names that emerged include ‘Dhe Puttu’, ‘Food Shala’, ‘Achayan’s Adukkala’, and ‘KCK’s Place’ (meaning Kappa-Chicken-Kanthari, which refers to tapioca, chicken, and green chillies).

In the past, names like "kitchen" and "sweets" were typically limited to their respective contexts, similar to a plain dosa. However, today's Gen Z entrepreneurs believe these names lack appeal and have come up with more imaginative alternatives. Examples include names like ‘Balan Chettante Puttukada,’ ‘Ummachide Vadakkini,’ and ‘Adaminte Chayakkada.’ Individuals who identify as part of Gen Z tend to adopt a secular approach, which may contribute to a more flexible perspective on naming their ventures.

This trend is mirrored in the neighbouring state of Tamil Nadu, as well. Some older establishments include Vaidehi Vilas, Prabita Kitchen, Madurai Pandi Mess, Gowda Mane, Namma Chettiar Veedu, and Hindu Military Hotel. However, the Gen Z crowd has also introduced more modern names, such as Shambhavi’s Restaurant, Mrs Iyengar’s Kitchen, Madurai Idli Kadai, Murugan Idlis, Big Bang, Raspberries, Talaippakatti, Mani’s Dum, Ambur, and Star Biryanis. Additionally, popular spots like Sangeetha, Geetham, Sharavana, Madhuram, and Annapoorna coexist alongside these newer establishments.

Naming is a significant challenge for businesses and products. The main issue lies in language, as it's essential to market the brand effectively to ensure it garners the attention it deserves.

Take, for example, Pillai and Tony, two Gulf repatriates who planned to start a medical shop. They struggled to come up with a name that fit all the Malayalam words they knew, along with the pronunciation sheet. Ultimately, they drew inspiration from their own names, leading to their shop being inaugurated with the signboard name: 'Pills and Tonics'. The rest is history for this town.

Every successful business shares one common element: a strong brand name. A brand name is more than just a label; it forms the foundation of your business identity and creates the first impression with customers while building an emotional connection over time. Before their products reached thousands, their names established recognition, trust, and identity.