A customer collects food packets at a shopping mall in the northeastern Indian city of Siliguri March 14, 2008. When Kellogg launched breakfast cereal in India 14 years ago, it underestimated the stranglehold of traditional cooked breakfasts and the ritual of boiling milk. The result: cartons of cornflakes sat unsold on shop shelves. Those who ventured to buy cereal ate it with hot milk and were put off by its soggy consistency with none of the crackle and pop promised by the advertisements. To match feature INDIA-FOOD/ REUTERS/Rupak De Chowdhuri (INDIA)