Global Indian platter gains spotlight 

On the inaugural day of Sial 2024, the PHD Chamber of Commerce and Industry (PHDCCI) hosted a technical conference in collaboration with the Agricultural and Processed Food Products Export Development Authority (APEDA) at the India International Convention & Expo Centre (IICC), Yashobhoomi, Dwarka, New Delhi. Themed around the evolving concept of the ‘Global Indian Platter,’ the event brought together eminent voices from the food and hospitality sectors.

The panel comprised chef Ajay Chopra, director of Zion Hospitality; food critic Sankalp Vishnu; Vaibhav Bahl, co-founder of Conosh; and Mili Dubey, assistant secretary-general of PHDCCI. The discussion was moderated by Om Routray, founder of the Indian Culinary Agenda, who provided insightful context and directed the conversation.

The conference delved into the shifting patterns of Indian consumption and the growing sophistication of Indian consumer behavior. Moderator Om Routray emphasized the emergence of Indian consumers as a distinct global force, driven by their curiosity and appetite for diverse culinary experiences.

Bahl articulated this cross-cultural exchange by stating, “The world is currently looking to experience Indian cuisine, and Indian consumers are equally open to exploring global flavors. It’s become a cultural exchange where food bridges geographies.” Bahl highlighted how the modern Indian consumer is ready to invest in quality food experiences, reflecting an elevated standard of taste and dining preferences.

Chef Ajay Chopra provided a historical context of the transformation, tracing the roots of this evolution to the post-2010 era. Drawing an example from the popular television series MasterChef India, Chopra noted the pivotal shift in the show’s focus. “While the first season emphasized tasty food, the second season, with its tagline ‘Ab Badlo India apne khane ka swaad,’ inspired a culinary revolution,” he said.

He elaborated on the implications of this change, “Post-2011, Indian consumers began exploring food beyond boundaries, traveling for culinary experiences, and investing in premium dining. Today, they are not only eating pasta but are concerned about the specific type of pasta they consume. India is embracing the global palate with great enthusiasm.”

The discussion highlighted Indian cuisine’s rising prominence on the global stage. According to Bahl, the interplay of cultural exchange has contributed significantly to the international appeal of Indian food. Supporting this statement, Sankalp Vishnu reflected on global trends, observing that while the past decade celebrated the rise of Japanese cuisine, the current decade is focused on Indian cuisine.

“The world is ready for the rich diversity and flavors of Indian cuisine,” Vishnu said, indicating a broader acceptance and appreciation of Indian culinary traditions in international markets.

Chef Ajay Chopra shared his plans to launch a new restaurant, Vivid Bharti. The restaurant aims to showcase dishes from every Indian state and union territory. While acknowledging the logistical and creative challenges involved, Chopra expressed his determination to bring this ambitious project to life, reflecting “unity in diversity” through food.

Health vs Junk: A Shifting Landscape

Addressing the dominance of the junk food industry over healthier alternatives, Chef Ajay Chopra highlighted how junk food has become a massive commodity driven by addictive consumption patterns. “We are dumbed by choices,” he remarked, pointing to the overwhelming presence of junk food in the market. However, Chopra noted a gradual shift, citing the growing availability of healthier options such as millet and makhana pops in theaters and retail outlets.

“It’s a supply and demand game. As demand for healthier options grows, supply will follow, eventually driving down prices,” he explained. This trend indicates an encouraging change in consumer behavior, signaling a brighter future for the healthy food industry.

The rise of Tier 2 cities

Another significant point of discussion was the booming food business in Tier 2 cities. Bahl described Tier 2 cities as emerging markets for new culinary experiences. “For people in these cities, meeting chefs and trying new cuisines is aspirational and exciting,” he said. Unlike Tier 1 cities, where such activities have become routine, Tier 2 cities present untapped opportunities for businesses to introduce diverse cuisines and unique dining experiences.

Chef Chopra added to this narrative by pointing out the increasing availability of ingredients once considered exotic, such as avocados. “The world has become small,” he said, emphasizing how globalization has made diverse ingredients accessible even in smaller cities.

The panelists agreed on one thought process, the modern Indian consumer is no longer confined to traditional boundaries. They are adventurous, informed, and ready to explore global cuisines while appreciating the depth of their own heritage. This duality, combined with India’s influence on the international culinary map, signals a promising future for the Indian food industry.

As the conference concluded, it became evident that the Indian food industry is at a transformative juncture. With Indian cuisine becoming a global phenomenon and consumers elevating their expectations, the opportunities for innovation and cultural exchange are boundless. The moderator of the discussion summed up the entire conference saying, “The landscape of our country is changing.”