A new kitchen trend is making waves on Western social media—melting butter until it turns aromatic and nutty, a process influencers are hailing as a “butter glow-up.” However, what is being celebrated as a culinary breakthrough is already a well-established tradition in Indian households—ghee.
A Staple of Indian Cuisine
Ghee, often referred to as “liquid gold,” has been an integral part of Indian cooking, Ayurveda, and religious rituals for over 5,000 years. Indian food experts emphasize its deep cultural significance, noting its presence in the Rigveda and its role in sacred Hindu rituals. Despite this, the Western world has recently rebranded it as “clarified butter,” packaging it as a premium product.
Western Reinvention and Market Boom
This is not the first time Indian ingredients have been rediscovered and marketed for a global audience. Turmeric, long used in Indian households, became a “superfood” in Western wellness circles, while yoga transformed from a spiritual practice into a mainstream fitness trend. Now, ghee is undergoing a similar transformation, appearing in high-end supermarkets in the US and Europe, often infused with truffle or herbs and sold at premium prices.
The rise of keto and paleo diets has further fueled ghee’s global popularity, with nutritionists highlighting its health benefits, including gut-friendly properties and healthy fats.
From Tradition to Trend
While many in India view this newfound Western enthusiasm with amusement, the global recognition of ghee also presents an opportunity. Instead of being labeled as “better butter,” it is time to acknowledge ghee as an Indian culinary treasure that has stood the test of time.
As Western influencers continue to embrace this so-called discovery, Indian households remain unchanged—dipping their parathas into the same ghee that has been a kitchen staple for generations.