The demand for various exotic cuisines and their ingredients have increased so tremendously that everything is now easily available in India across various supermarkets and departmental stores.
It is also necessary to develop trust. The name and the aura of an American brand are necessary to get the first customers in. But after that, they could well call themselves Jumpin Coconuts, for all the customer cares.
“Indians are a lazy bunch,” laughs Goyal. “So we wanted to create something very close to their physical world. While menupages.com has menus in [a] standardized format, we scanned the actual menu cards and then put them up.”
Come dusk and the winding lanes of the Jama Masjid area come alive with the sights and sounds — and smells — of celebrations. Of chicken tikkas sizzling, mutton kebabs roasting over blazing fires, giant woks of puris and massive cauldrons of curries, biryanis, steaming milk, etc.
The 21st century Indian professional is a global citizen. Well read, well travelled and yes, well fed! She knows her blue cheese from a feta, pita bread from a naan, dim sum from a momo. These up-worldly mobile Indians do not shy away from asking for New World Wines with specific harvesting years nor are they insensitive to subtle flavors like truffle oil, asparagus foam or recognizing the robust overtones of a genuine Thai bird eye chilli and galangal.
Global Yogurt Franchises Attempt to Brand a Homemade Indian Staple
I even inscribe names in personalized embedded omelettes, an ornamental variety of omelette. I am trying to revive classic western egg recipes in India like the One-Eyed Susan — toast with a hole in the middle and a whole egg thrown in the middle. Egg is in my blood