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Some of the indigenous fermented foods of India seem to be very nutritious but not scientifically proved. Moreover, due to urbanisation and changing food habits and lifestyles, people are abandoning such nutritious recipes. This paper aims to collect such indigenous technical knowledge, standardise it under laboratory conditions and analyse it organoleptically and for various nutrients.

Doli ki roti – an indigenous nutritional fermented bread popular among Indian Punjabis migrated from Pakistan – is a wheat‐based product. Natural fermentation is carried out in an earthen pot called doli in vernacular language. The final product was a stuffed puri‐like preparation (a puri is a fried small fermented wheat bread stuffed with spice‐cooked chickpeas). Its preparation was learned from rural households and standardised under laboratory conditions. The product prepared was improved further to make it rich in micronutrients and protein. It was analysed for proximate nutrients, phytic acid and in vitro digestibility of starch and protein using standard AOAC methods.

The unfermented bread had 632.3 mg phytic acid per 100 g but this reduced significantly to an extent of 5‐18 per cent due to fermentation at 35°C and for both time periods, i.e. 18 h and 24 h. This significant reduction in the phytic acid content culminated in a marked improvement in protein (28‐50 per cent) and starch (57‐88 per cent) digestibility. The higher the temperature and the longer the period of fermentation, the more significant (p<0.05) were the changes seen in the phytic acid content, and a significant and negative correlation between the two further strengthened the findings.

Such a product can be further improved nutritionally by making it rich in beta‐carotene. Instead of frying, it can be baked in the oven for health‐conscious people suffering from hypercholesterolemia.

On the basis of the findings of the present study, people should be encouraged not to abandon healthy eating practices but continue with their traditional healthy food habits. They should be motivated to prepare and eat fermented foods having the right combination of cereals, pulses and leafy vegetables.

This is an original paper based on an original idea. It is based on the research findings of the MSc thesis of the first author, who worked under the guidance of the second author.

This study aims to assess both internal and external factors that impact consumer attitudes and intentions with regard to the purchase of non-deceptive counterfeits. More specifically, this study examines the impact of integrity, brand consciousness, performance risk and social risk on the attitude and in turn on the purchase intention of consumers towards non-deceptive counterfeits.

A total of 679 valid responses from the university students in two different Gulf countries, namely, Oman (264) and Qatar (415) were gathered through a self-administered structured questionnaire and analysed through partial least square‐structural equation modeling.

All the predictors of consumer attitude appeared significant in both country samples except integrity. However, brand consciousness appeared insignificant in the sample of Oman. In addition, Purchase intention towards the non-deceptive counterfeits was significantly predicted by attitude and subjective norm in both samples.

In the domain of non-deceptive counterfeit literature, the findings of the study will substantially add value. Particularly, in the Gulf country context, the impact of internal psychological and external risk factors on the attitude and purchase intention of non-deceptive counterfeits will enhance the insights of existing literature and extend and proof the robustness of the theory of reasoned action.