"DESI" FOOD CHAINS-EMULATING GLOBAL PLAYERS

It took more than 60 years for the independent India to realize that food can be big money, thanks largely to the international fast food giants who entered the country some time back. Even to day except for a small minority of restaurants, mostly Delhi- based, most restaurant chains do not think of providing their customers the much admired ambiance though their offerings are highly appreciated by their patrons. Similarly hygiene, sanitation, service quality and presentation are aspects mostly ignored, till the pan-India coffee chain, Cafe Coffee day showed the potential for modern food outlets in India. It is really exciting to see a traditional sweet-meat vendor like Bikanervala breaking into the big league through hiked up investments in creating state of the art catering facilities not only in India but also in some foreign countries. Here is a glimpse of what is "cooking" in the domestic fast food sector.

"Home-grown food chains are setting a scorching pace in terms of expansion plans, giving their MNC counterparts like McDonald's, Pizza Hut and KFC a tough challenge. Having learnt a marketing lesson or two from their MNC counterparts, several Indian food chains have adopted international standards and have spruced up their menus, hygiene levels and premises to evolve as spanking new brands. So, now when you walk into a mall, a Bikano outlet looks as inviting as a McDonald's. In fact, the catalyst for this revival was a McDonald's store. When the first one opened in Delhi, it prompted Bikanervala MD Shyam Sunder Aggarwal to think if right ambience and quality standards, marinated with desi food, could produce similar results. And, so began the journey of Bikanervala, which today has sweet shops-cum-restaurants all over India and even New Zealand, Dubai and London. It will soon be opening its doors in the US, living up to its tagline for overseas outlets, 'Pardes Me Des Ka Swad'. Here are some appetising numbers underlining the expansion story: Street Foods of India (SFI) is targeting a total of 120 outlets in the next five years; renowned chef Jiggs Kalra's Punjab Grill intends to have 30-35 dining restaurants in the same period. Pind Balluchi, with 25 restaurants at present, will open seven more in the next year".

The slogan "Pardes Me Des Ka Swad" must be replaced by a more appropriate one, keeping an eye on attracting not only Indian immigrants but also local population. If Mexico or China can establish a firm foot hold in many countries of the world out side their borders, why not India? The common impression that Indian foods are greasy, spicy, unhygienic, etc must be dispelled and high ambiance and a see-through kitchen that can instill confidence about safety of the foods offered, can go a long way in establishing the supremacy of Indian foods in the world arena. There are many reputed restaurant players in India and they must look beyond the border to popularize Indian foods giving it a universal aura. A restaurant chain like Rajdhani is a role model for others and there is considerable scope for further improvement and diversification of the menu to suit the palates of most customers across the world. The health and nutrition aspects of many Indian foods are the USP features which must be exploited to the hilt to gain acceptance and further promote them in a big way.

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

INDIAN "CHOW TRUCK"-DESI FOODS ON THE "ROADS"

It was not long ago that mention was made by this blogger regarding the need to popularize Indian ethnic foods outside India, emulating the success of Mexican foods promoted by the two restaurant chains in the US, Taco Bell and Chipotle. The initiative by one of the reputed chefs in California to start a mobile restaurant peddling some Indian foods to American consumers, suitably modified to suit the local palate is commendable. The Food Truck phenomenon seems to be catching up with consumers probably because of the convenience, unique taste, reasonable cost, easy access and the simplicity.

Chef Sumant Pardal may hold the food truck speed record for concept to execution. Ten days after he decided to bring Indian food to the streets of Southern California the India Jones Chow Truck was on the road. Food quality wasn't sacrificed to speed, however; Pardal has been in the restaurant business for over 30 years and he has created a menu that's fast, functional, and delicious. The best example of this approach is the Frankie, which is India's answer to the burrito. Beef, lamb, cheese, fish, or shrimp are combined with cilantro tamarind chutney, chopped onion, and egg and wrapped in a roti, which is kinda like a thick tortilla. Chef Sumant also puts his own twist on non-Indian dishes with the Samosa Spring Rolls and Mango Baby Back Ribs, but if you're more interested in that ubiquitous item from the Subcontinent, the curry, you can choose from one of four different varieties. Whether you stick to the traditional Indian offerings or get more adventurous, it's hard to disagree with Cathy from the blog gas·tron·o·my when she calls India Jones "Simply delightful!"

Probably more such entrepreneurs may enter this line of business because one can start the business with low capital investment, quick start up and minimum over head costs. Relatively short time needed to launch the venture is another advantage. Being a chef with local experience has its own advantage and credibility. It is becoming difficult for Indian entrepreneurs in the US to establish new restaurants in most of the big cities because of high real estate cost and food truck mode recommends itself for a quick beginning and establish reputation within a short time. Also a truck has the wherewithal to shift the operation to different localities and by relying on the tweeter mode of communication, clientele can be kept informed about the location promptly.

V.H.POTTY

http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

CURRY "WEEK"- RECOGNITION FOR INDIAN FOODS IN THE UK

Popularity of Chinese ethnic foods amongst populations in the East as well as the West needs to be emulated by their Indian counterparts which have no doubt established its roots amongst the Indian immigrant communities in the US and the UK. One of the major differences between Indian and Chinese foods is the use of spices in the former, especially Chilli, considered too hot for the taste buds of the Westerners. But how come, the Mexican foods which also are reputed for their pungency due to Jalapeno chilli, are becoming increasingly popular in the western world? Slow pace of innovation and adaptation, rigid recipes, lack of sanitation in many Indian joints, domination of unorganized vendors with no uniform quality yardsticks, are all constraints in the "universalization" of Indian foods.It is almost 200 years since Indian foods made their appearance in a foreign land and if they cannot emulate their Chinese or Mexican counterparts, fault lies with the organized catering industry sector in the country.

'Dean moved to Portman Square in London 1809 where he joined the vapour bath owned by Sir Basil Cochrane. Here Mahomet added "champi" to the list of services offered, and later opened The Hindostanee Coffee House. His restaurant was aimed at Anglo-Indians for the "enjoyment of Hookha, with 'real chilm tobacco', and offered Indian dishes in the highest perfection, and allowed by the greatest epicures to be unequalled to any curries ever made in England", in a setting decorated with Indian and Oriental scenes".

It is a pity that restaurant foods in India are still confined to traditional precepts and practices, refusing to explore the vast global opportunities waiting to be exploited and a major effort is required to lift them from the status of 'grandma' foods to modern scientifically sound products with unique qualities like high nutrition, health endearing, unique sensory characteristics and proven safety. If the UK is celebrating a curry week or President Obama is serving Indian culinary delights at the White House, there must be strong reasons and inherent strength for Indian foods which only need to be propagated through organized efforts.

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com