Pizza in teacups to Oreo doughnuts: Indian street food embraces innovation
The unique taste of Indian street food has always been recognized. However, the last few years have witnessed a surge in unusual ingredient combinations as food vendors experiment under the influence of vloggers and social media influencers aiming for viral content. Independent reporter Om Routray provides insight on this peculiar trend.
In the bustling center of Delhi, patrons queue at the Odeon Shukla Paan Palace, their mouths agape and eyes shut tight in a mix of dread and expectation. The shopkeeper, Vijay Shukla, skillfully places a burning paan into their mouths in a quick, seamless motion.
Paan, which is a betel nut leaf combined with hydrated lime, rose petal preserve, and breath fresheners such as cardamom and cloves, has been captivating the interest of South Asians for hundreds of years.
Mr. Shukla's shop has been a staple in the Indian capital for 75 years, specializing in paan. However, it gained significant popularity eight years ago when it started offering fire paan, a unique variation that includes crushed ice and camphor and is flambeed before serving to customers.
Mr. Shukla, a descendant of four generations in the business, skillfully blends the ingredients onto the leaf and carefully places the ignited heap into the mouths of the customers.
Upon its initial launch, numerous clips featuring the gourmet dish flooded social media, displaying thrilled patrons endorsing it with a thumbs up on camera. Various publications reported on the excitement and potential dangers of sampling it.
Ever since, Indian consumers have been exposed to a continuous series of innovative street food. This includes Fanta Maggi, which is instant noodles prepared with orange soda, Oreo pakoda, a deep-fried Oreo cookie dish, and kulhad pizza, which is pizza cooked in clay teacups.
Street food has consistently been a vital component of Indian gastronomy. Breakfast spots offer inexpensive traditional dishes. Lunch stands located near offices and factories provide budget-friendly meals with ample servings designed to cater to a varied group of workers. Evening street sellers offer a range of appetizing snacks to accommodate families and social gatherings.
Experiments are not a novel concept either. Jasuben Pizza, which has grown into a thriving chain in Gujarat, began adding a zesty sauce and shredded uncooked cheese to their pizzas in 1975, according to Anil Mulchandani, a writer and food reviewer situated in the city of Ahmedabad in the same state.
During a similar period, in the city previously known as Calcutta, now Kolkata, street food sellers started preparing large-sized rolls and deep-fried delicacies made from goat brains.
Mr. Mulchandani suggests that certain cities, such as Ahmedabad, are renowned for their culinary daring, largely due to the pioneering mindset of sellers and consumers willing to experiment with novel pairings.
However, for an extended period, these advancements were confined to specific regions of the nation.
The advent of viral videos and trending social media content altered this dynamic – experiments became increasingly prevalent and numerous individuals started experimenting with audacious combinations that set them apart.
These projects typically aim to elicit surprise and amazement, often with the goal of immediately becoming a viral sensation.
Indeed, numerous bizarre concoctions are designed as publicity stunts, which gain fame on the internet and draw in fresh clientele.
Food-related videos appear to take on a life of their own. A recent trending video showcased the process of creating ice cream from gutka – a type of chewing tobacco composed of areca nut and slaked lime.
The footage was shared by numerous bloggers and even conventional news sources. However, the creator of the dish remained untraceable.
Not every street food dish is designed to be photogenic – some are crafted based on trending words that gain popularity.
Mumbai's Bipin Big Sandwich boasts a menu of over 50 sandwich options. The most popular among them is the Baahubali, a sandwich named in tribute to the blockbuster Indian historical fantasy movie that swept the nation in 2015.
This sandwich consists of four large pieces of bread smeared with butter, green sauce, and a variety of other toppings. These include thin rounds of baby corn, a mix of ginger and garlic, fruit preserve, pineapple rings, jalapenos, olives, onions, bell peppers, mayonnaise, shredded cheese, tomatoes, shredded cabbage, beetroot, and assorted spices.
The variety of components drives up the sandwich's cost to 400 rupees ($4.8, £3.78), which is roughly quadruple the price of other sandwiches.
The proprietor of the establishment, Bhavesh, who is known by a single name, argues that the fame of the sandwich isn't due to food fads that have gone viral – instead, he attributes his achievements to his personal "hard work and innovation".
Numerous other food booths provide comparable sandwiches, but it doesn't concern me. Each person contributes their unique fortune and skill to the business," he expresses.
However, some argue that deliberately created fashions have now become a crucial aspect of the food industry.
Abhay Sharma, a food vlogger from Mumbai who operates BombayFoodie Tales, often receives inquiries from sellers asking him to produce trending videos for their products.
Collaborations like these are pretty common. Occasionally, video bloggers challenge suppliers to create something exceptional for their recordings. Moreover, suppliers sometimes request us to develop ideas that have the potential to become widely popular," he continues.
Anubhav Sapra, who established the food tour group called Delhi Food Walks, asserts that the trends in this field are a result of equal contributions from vendors, content creators, and customers.
A certain group of individuals no longer view street food as just a means of survival, but are drawn to it for its spectacle.
The collaboration between public relations and customer engagement is firmly rooted in the fine dining sector, however, there are yet to be defined guidelines for the street food industry.
"Street food sellers have evolved into ambitious cooks," says Mr. Sapra.
Although news outlets and social media platforms have expanded their audience, the outcome has not consistently been beneficial for street food vendors.
A street food vendor in Kolkata was forced to shut down his business following a food blogger's post about his alcohol-infused puchkas (a dish made of fried dough discs filled with potato and chutney) on her social media platforms. The officials located the seller and took away his license as he was not authorized to distribute alcohol.
The drama surrounding food and its popular videos are changing the food scene. Specialists are also considering whether this could alter the perception of what is deemed as genuine street food.
"Mr. Sapra ponders about the fate of street offerings that are perceived as fundamental to a particular area."
Additional specialists also believe that these popular trends will only minimally affect the vast variety and legacy of Indian street food.
BBC News India has now launched on YouTube. Follow this link to subscribe and view our documentations, explanatory videos, and special features.
Explore additional articles about India from the BBC:
Relevant Subjects
Further on this topic
Reasons why India is a country of culinary enthusiasts
Indo-Chinese food is gaining popularity in US restaurants.
Headlines
Israeli troops advancing into southern Gaza
A German individual was fatally assaulted in Paris with a knife and hammer
Footage reveals law enforcement officers with weapons approaching a suspect in Paris.
Characteristics
Is it possible for X to face bankruptcy under Elon Musk's
The nation where Kissinger left a trail of destruction and disorder
A harmonizing Irish-English voice amid times of explosions and gunfire.
Chance for insolvency following the student loan dilemma
Antagonists from James Bond under the spotlight
Prominent feminist figure Gloria Steinem discusses the 'deadly' urge to regulate women's bodies.
The battle against disease amplified by climate change by researchers
White audiences are overly complacent with stereotypes about black people.
From Oreo doughnuts to miniature pizzas: Indian street cuisine becomes fashionable.
In other sections of the BBC
Reasons why US passengers are avoiding low-cost carriers
The breathtaking indoor community pools in Berlin
The notorious female rulers of 1910s New York
Top Viewed
Services from BBC News
© 2023 BBC. The BBC does not bear accountability for the material on other websites. Learn about our policy on linking to outside sources.
