There was a time when, in order to succeed in the Indian food market, restaurants and food brands alike had to add a little extra ‘tadka’ to their offerings to suit desi tastebuds. Well, not anymore: a survey titled ‘The Evolving Indian Palate’, conducted by market research firm Ipsos, found that nearly 79 per cent Indians cook Western food in their kitchens, at least once a week. What’s interesting is that while the Indian palate has always been open to experimentation and diversity, the modern Indian consumer is far better travelled, is far likelier to dabble with new cuisines, and is much more adventurous as compared to previous generations. International flavours are now being savoured with as much gusto as a tikka masala preparation, for example, or dal-chawal. Herein lies an incredible opportunity for F&B brands across categories, in terms of diversifying their offerings and matching paces with the evolving preferences of the contemporary Indian consumer.
Curiosity meets convenience
One of the most compelling reasons underlying the growing popularity of Western foods is their ease of preparation. Unlike multi-step Indian meals, which require equal parts of patience and prep, their Western counterparts, such as sandwiches and stews, can be assembled in a matter of minutes, making them a far more convenient alternative for working professionals and nuclear families. Time-starved Indian consumers also prefer packaged convenience foods, such as ready-to-assemble alternatives (including salads and pasta dishes) or frozen meals, with focus on brands that prioritise nutrition, wholesome ingredients and health-oriented preparation methods. With the proliferation of fast food chains, the Indian consumer is no stranger to foods such as burgers, pizzas and tacos; however, the evolved customer now seeks Western foods that simulate the authenticity, freshness of ingredients and cooking techniques that they may have experienced during their travels abroad. This opens up new avenues for Indian F&B brands, who can innovate, collaborate with international producers and experiment with their menus to create a competitive advantage for themselves.
Flavours of fusion
Major fast food chains, including global majors, continue to expand and proliferate in India. Their phenomenal growth – data indicates that the market will expand to INR 960 billion this year – can largely be attributed to their mastery of fusion flavours, and their ability to cater to hyperlocal preferences. With dumplings replacing momos, paneer tikka replacing processed meat on pizzas, and piquant kebabs being used in rolls and sandwiches, fusion flavours have made Western staples more accessible, desirable and profitable. Gourmet restaurants too aren’t lagging behind, with chefs drawing on international inspirations and hyperlocal produce to curate nutrition and flavour-packed menus. Social media too is a powerful tastemaker, introducing curious Indian palates to new dishes and cuisines on an almost daily basis. These trends, combined with the ease of international travel, have made the world smaller and more interconnected than ever before, further whetting Indian consumers’ appetite for exploration. Read More…..
medica wisdom 
Wikka fragrance