Today a pack of six Madras Bars sells at Rs 90; when Srinivas discovered that railway passengers still preferred their idlis round, he packed five mini idlis at Rs 25 with the same recipe. Srinivas, though, had one thumb rule—his Madras Bars would have no preservatives. The thick paste of gingely oil and chilli powder would do the job of preserving the fermented and steamed idlis. If the idli remained fresh for a day in a non- air-conditioned atmosphere (like tea shops), that would suffice, as he would make a fresh batch every day at his ‘idli factory’ and send them out. “The retailers were simply asked to return the unsold stock, which would be dumped.”