From Oreo doughnuts to miniature pizzas: Indian street cuisine becomes stylish
Indian street cuisine has always been recognized for its unique tastes. However, in recent times, food vendors have started to experiment with increasingly unique ingredient mixtures, as video bloggers and social media trendsetters aim to create shareable, viral content. Freelance writer Om Routray provides insights on this peculiar trend.
Customers gather at the Odeon Shukla Paan Palace located in central Delhi, their mouths agape and eyes squeezed shut in a mixture of terror and excitement. The shop's proprietor, Vijay Shukla, swiftly places a flaming paan into their awaiting mouths.
For many centuries, South Asians have been intrigued by Paan, a betel nut leaf combined with hydrated lime, rose petal preserve, and breath fresheners such as cardamom and cloves.
For 75 years, Mr. Shukla's shop in the Indian capital has been known for its paan sales. However, it gained significant popularity about eight years ago when it started offering a flaming version of paan, consisting of crushed ice and camphor, which is ignited before being presented to customers.
Mr. Shukla, a descendant in the fourth generation of the business, expertly blends the elements into the leaf and carefully positions the burning heap into the mouths of his customers.
Upon its initial introduction, countless footage of the gourmet treat were shared on social media, showcasing enthusiastic patrons approving it with a thumbs up sign. Various publications discussed the excitement and potential hazards of sampling it.
Ever since, patrons in India have been treated to a constant array of innovative street cuisine – ranging from Fanta Maggi (quick-cook noodles prepared with orange fizzy drink) and Oreo pakoda (Oreo biscuits dipped in batter and deep-fried) to kulhad pizza (pizza cooked in clay teacups).
Indian cuisine has consistently included street food as a core element. Breakfast spots offer inexpensive local dishes. Food stalls near offices and factories provide budget-friendly meals in large quantities, targeting a wide-ranging workforce. In the evenings, street vendors provide a range of tasty treats for families and friends.
Experiments are not a novel concept either. Jasuben Pizza, which has now grown into a prosperous franchise in Gujarat, began adding a tangy sauce and shredded uncooked cheese to their pizzas in 1975, according to Anil Mulchandani, a writer and food connoisseur hailing from Ahmedabad city in the same state.
During a similar period, in the city of Kolkata (previously known as Calcutta), sellers started preparing deep-fried delicacies of goat brains and initiated the distribution of large-sized rolls.
Mr. Mulchandani notes that certain cities such as Ahmedabad are renowned for their boldness in culinary exploration, largely due to the innovative nature of sellers and consumers who are willing to experiment with novel food pairings.
However, for a considerable period, these advancements were restricted to certain regions of the nation.
The advent of viral videos and social media fads brought about a shift in this area – experiments grew in popularity and numerous individuals started exploring unconventional pairings that are distinctive.
These projects often aim to rapidly gain widespread attention, relying heavily on elements of surprise and astonishment.
Indeed, numerous eccentric arrangements are planned as publicity stunts that gain internet fame and draw in fresh clientele.
Food-related videos appear to take on a unique existence. A trending video that recently gained popularity showcased the process of creating ice cream using gutka – a type of chewable tobacco composed of areca nut and hydrated lime.
The footage was shared by numerous bloggers and even made it to mainstream media. However, no one was able to identify the creator of the meal.
Not every street food item is designed to be photogenic – some are based on trending phrases that gain popularity.
Bipin Big Sandwich, located in the city of Mumbai, boasts a selection of over 50 different sandwiches. Their most renowned sandwich is the Baahubali, named in homage to the wildly successful Indian historical fantasy movie that swept the nation's box offices in 2015.
This sandwich consists of four large pieces of bread slathered with butter, green chutney, and a variety of other toppings. These include slices of baby corn, a smearing of ginger-garlic paste, some fruit jam, pieces of pineapple, jalapenos, olives, onions, and capsicum. It's also layered with mayonnaise, shredded cheese, tomatoes, shredded cabbage, and beetroot, all seasoned with a mix of spices.
The assortment of ingredients elevates the sandwich's cost to 400 rupees ($4.8, £3.78), which is roughly quadruple the price of other sandwiches.
Bhavesh, the proprietor who is known by his single name, believes that the fame of the sandwich isn't due to trending food fads. Rather, he attributes his achievement to his personal hard work and innovation.
Numerous other food stands provide comparable sandwiches, but it doesn't concern me. Each person contributes their unique fortune and skill to the enterprise," he states.
However, some argue that deliberately created trends have become a crucial element in the food industry.
Abhay Sharma, a food vlogger from Mumbai operating under the name BombayFoodie Tales, frequently receives requests from food suppliers to make trending videos on their behalf.
These types of collaborations aren't uncommon. Sometimes, video bloggers encourage suppliers to create something special for their recordings. The suppliers, in turn, request us to produce ideas that have the potential to become widely popular," he further expresses.
The founder of Delhi Food Walks, Anubhav Sapra, states that vendors, content creators, and customers have all played an equal role in shaping these trends.
A certain group of people view street food as more than just nourishment; they are attracted to the drama and spectacle of it.
The collaboration between public relations and customer engagement is firmly rooted in the upscale dining sector, however, there are no defined guidelines in the street food industry yet.
"Street food sellers have evolved into ambitious cooks," says Mr. Sapra.
Despite news websites and social media platforms expanding their influence, the outcome hasn't always been beneficial for street food vendors.
A Kolkata food stall proprietor was forced to shut down his business when a food blogger highlighted his rum-infused puchkas (deep-fried dough discs filled with potato and chutney) on her social media platforms. The authorities located the seller and cancelled his license due to his lack of authorization to dispense alcoholic beverages.
The drama surrounding food and its trending videos are reshaping food culture, and specialists are curious if this might alter the perception of genuine street food.
"What will become of the street donations that are deemed essential to an area?" Mr. Sapra contemplates.
Several specialists also believe that these popular trends will not significantly affect the abundant variety and tradition of Indian street food.
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