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SOCIETY AND TRENDS: FOOD
HABITS
Living At The Table
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CHENNAI The Ajiths
Our daughter decides where we'll eat-she makes us scan the papers
for new hotels and fast-food joints.
Corporate executive Ajith spends a day on the beach with wife Manjula,
a newsreader, and daughter Aishwarya, who loves fast food.
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These new aromas
on the foodscape arise from the urban melting pot that metropolitan India
has turned into. Parochial entrees are boring and fusion foods are in.
The traditional south Indian idli has, for instance, incorporated cottage
cheese and been rechristened paneer idli. Pizzas and paranthas mate, producing
a tasty hybrid. For the calorie- paranoid, baked samosas called Hot Sams
are on offer. The proliferation of multi-cuisine restaurants in the cities
has got the middle-class Indian more adventurous with his garcon. The
territories of taste have expanded much beyond Punjab's rich makhni dishes
or Mughlai and Awadh cuisines. Mumbai's Crossword bookstore, for instance,
reports that books detailing Kerala, Bengal and Coorg cuisine have the
highest sales in the cookery section. Vegetarians, particularly, are being
wooed by Gujarati and Rajasthani recipe experts. Cookbooks have come a
long way from Veeraswamy and Madhur Jaffrey-they even pander to model
chic and the finicky demands of the waist-conscious.
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FOODFACTS
2-Minute Cuisine and PROCESSED FOODS
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PRE-COOKED PULAO: A boon for
singletons.
PRE-COOKED CUTLETS: Ready-to-fry meat cutlets
are loved by youngsters.
FROZEN PARANTHAS: Easy meal for those who
hate kneading dough.
CANNED
SEAFOOD: Brings pre-diced fish to land-locked interiors.
FROZEN FRENCH FRIES: Ready-to-fry potato
chips have made the popular snack even more convenient.
PUNJABI
DELIGHTS: The authentic dal makhni, channa and matar paneer are
now available in microwave-ready packages.
SOUTHERN DELICACIES: Bisibela bhath, sambar
flavoured rice, puliyogare and tamarind rice are some of the popular
products down south.
PRE-COKED
CURRY PASTES: Salsa sauce makes for a great Italian meal with pasta.
Also on the shelf is Thai curry sauce, an easy add-on for those
who prefer home-cooked meals.
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| Quicktakes |
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# The food service industry in India is estimated at Rs 30,000
crore.
# There are over 22,000 registered restaurants in the country.
# Over 80,000 pizzas are consumed every weekend in the metros
and Bangalore.
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SANJEEV KAPOOR, CHEF/TV HOST
"The feedback to my show reveals
an explosion of interest in new cuisines. I aim to spread this information."
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The middle-class Indian has begun to live dangerously
at the table. The Chakrabortys of Kolkata, for instance, love to experiment.
Lunch is usually authentic Bengali fare like rice with mudo ghanto, but
dinner has a happy intercontinental mix such as a hot Hyderabadi mutton
curry, fettucini and a herb-scented Mediterranean vegetable bake. Having
lived in places as far flung as Jalpaiguri and Mumbai, the Chakrabortys'
tastebuds love the challenge of new flavours. They also display a Yellow
Pages-like knowledge of Kolkata's eating establishments, the multi-cuisine
restaurants getting the popular vote. All six, spanning three generations,
have varying preferences: Mihir, 65, and Shanu, 62, go for kebabs and
continental, daughter Sona prefers cheesy Italian, while her husband Gautam
is a biryani junkie. Their teenaged sons favour pizza, though tandoori
is also a hot favourite. Not surprisingly, one of the survey's findings
is that multi-cuisine eateries are becoming a winning formula by catering
to differing tastes within a group. Prime examples: Chennai's Red E and
Eatopia at Delhi's India Habitat Centre.
But an interesting development which emerges
is that a Great Indian Dining Revolution is on. A culture which once equated
freshly cooked home food with family values is getting more relaxed. The
growing band of Indian executives-both men and women-with 16-hour work
schedules-find that time is at a premium, and so is domestic help. Besides,
the break up of large families and urban lifestyles leave no place for
the traditional khansama (cook).
Eating out is not a mere convenience, it is also
a social event, a way to bond. The new mantra integrates the family around
food and is flexible enough to accommodate each member's taste. Children,
along with adolescents, are the largest consumers of fast food. If the
Chakraborty grandsons love pizza, the youngest Sawhney, two-year-old Rohan,
swears by "chippie-Coca-burger" (French fries, cola and a burger),
a combination he lisps with practised ease. Hausfrau Avni Mehta marvels
at the change. The Gujarat-born Mumbaikar remembers the time when eating
out meant dal makhni or oily noodles pretending an association with China.
But her 10-year-old daughter Meghal, brought up on Mexican, Thai and Lebanese
foods, wrinkles her nose at such predictable options. Of course, the neighbourhood
pizzeria is also a happy destination for her.
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KOLKATA The Chakrabortys
All six of us have differing tastes so dinner is a time for experimentation.
The well-travelled Chakrabortys have come across many cultures and
cuisines, which they weave into their daily meals.
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Down under in Chennai, multinational executive
M. Ajith's family has all the exuberance of the upwardly mobile. At six
on a Saturday evening, after a day on the beach with pizzas and burgers,
his six-year-old daughter is raring to go for more. Of course, the pizza
is the ultimate mealtime karma-it is estimated that on a busy weekend
over 80,000 pizzas are consumed in five Indian cities (the metros and
Bangalore).
Another surprise thrown up by the survey is the
growing acceptance of processed food. South Indian instant mixes and heat-and-eat
pulaos are a boon to the harried young executive, an alternative to two-minute
noodles. Bangalore-based MTR Foods may be the best-recognised brand in
dosa and sambhar mixes, but readymade dals, bisibela bhath and puliyogare
(both Kannada recipes) by companies like Orkay are taking a slice of the
foods market. Venky's too has a mouth-watering variety, including ready-to-eat
vegetarian and meat cutlets. Also popular are a range of pre-cooked Punjabi
delicacies like dal makhni and masala channa marketed by Bukhara, which
make for a sumptuous microwave meal. Says veteran food maestro Jiggs Kalra,
who collaborated with MTR on their food mixes: "American style TV
dinners are the future of the food business."
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