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Mouth Watering Biryani Ordered Online Has Become New Normal for Millennials

"Biryani is also region-specific and a Bengali will prefer Kolkata biryani and a Tamilian will go for Chennai-type biryani. We are devising new marketing strategies to attract millennials via Facebook and Instagram, etc"

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"They want to indulge in great food experiences and they do not eat just with the purpose of filling their bellies" Pixabay

At a time when online food ordering has become the new normal for millennials and working couples, piping hot biryani has come out of the oven in a big way, emerging as the most-loved comfort food across Metros and suburbs in the country.

Like the way pizza and burger orders flourished, online food delivery platforms have now crowned biryani as the king of most-craved dishes.

“Compared to 2017, there was a whopping 681 per cent increase in biryani orders on Swiggy in 2018 — that is one biryani ordered every 3.5 seconds,” the online food delivery platform told IANS.

While pizzas, burgers and cakes were the most searched food items last year, chicken biryani remained the most ordered dish during festivals, lunches, dinners, snack time and late-night slots across the country.

Witnessing the growing demand, opening a biryani house is one of the top choices for entrepreneurs who wish to invest in food start-ups.

biryani
Like the way pizza and burger orders flourished, online food delivery platforms have now crowned biryani as the king of most-craved dishes. Pixabay

Often priced by the kilo, the delicacy is served by big hotel chains, quick-serve restaurants (QSRs), Cloud kitchens as well as take-away joints — categorised in over 10 regional variations and the most popular ones being Hyderabadi, Lucknowi, Calcutta, Malabari, Bombay, Awadhi and Tehari.

According to Sagar Kochhar, Chief Marketing Officer (CMO), Rebel Foods which is the parent company of Behrouz — India’s largest online biryani brand — biryani consumers have become a lot more extreme in terms of preferences.

“They want to indulge in great food experiences and they do not eat just with the purpose of filling their bellies,” Kochhar told IANS.

Since hot and fresh biryanis come in larger quantities, it is often ordered in bulk at workplaces, parties and events as a total value-for-money cuisine.

“Biryani, influenced by the Persian culture, allows people to indulge in gastronomy to savour the relationship between food and culture,” Kochhar added.

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“Chicken biryani has been the most-ordered dish on our platform for two straight years. The numbers are destined to only grow further with more and more biryani outlets opening-up with interesting innovations to the dish,” Anand noted. Pixabay

With consistent yet versatile cooking techniques and personalised presentations, the convenience of online food ordering mediums have filled in the blank that once lay in between street-side biryani places and home-cooked options, with several new choices.

“Biryani has got momentum with the mushrooming of online platforms and with millennials consuming it the most.

“Biryani is also region-specific and a Bengali will prefer Kolkata biryani and a Tamilian will go for Chennai-type biryani. We are devising new marketing strategies to attract millennials via Facebook and Instagram, etc,” K. Umamaheswaran, Founder of Kolkata Biryani House which has branches in Delhi-NCR, told IANS.

Hyderabad retains its position as the biryani capital of India. Food lovers in India even declared October 28 as the “National Biryani Day” last year by placing highest number of orders (on Swiggy) for the dish that day.

According to Sandeep Anand, Chief Marketing Officer (CMO) of Zomato, biryani orders have increased more than 10 times on the platform.

“Chicken biryani has been the most-ordered dish on our platform for two straight years. The numbers are destined to only grow further with more and more biryani outlets opening-up with interesting innovations to the dish,” Anand noted.

Also Read: Now The Delhi Government Comes Up With The Food Wastage Check Policy At Social Gatherings

However, unlike famous pizza, burger and cake brands with pan-India presence, there are not many biryani brands yet which could be recognised as national biryani serving brands.

Nonetheless, several popular online brands like Behrouz, Biryani By Kilo, Biryani Blues and others are busy serving the palate and taking the legendary mouth-watering dish — once limited to a few known restaurants — right at your doorstep. (IANS)

 

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Quality of Food Plays Key Role in Deciding Kids’ Behaviour: Study

Poor gut bacteria may turn your kid into a problem child

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Kids behviour
Parents, it is time to check the quality of their food as microbiome in the gut plays a key role in deciding kids' behaviour. Pixabay

Parents, according to a latest health news if your kids throw attitude and do not listen to you despite repeated warnings at home, it is time to check the quality of their food as microbiome in the gut plays a key role in deciding kids’ behaviour, a novel study has found.

The study of early school-aged children (in the age group of 5-7) showed a connection between the bacteria in their gut and their behaviour, said researchers, adding that parents play a key role in their kids’ microbiome beyond the food they provide.

“Childhood is a formative period of behavioural and biological development that can be modified, for better or worse, by caregivers and the environments they help determine,” said microbiology and statistics researcher Tom Sharpton Oregon State University.

The gut microbiota features more than 10 trillion microbial cells from about 1,000 different bacterial species.

Kids behviour
The study of early school-aged children (in the age group of 5-7) showed a connection between the bacteria in their gut and their behaviour. Pixabay

The researchers, which included scientists from Stanford University and University of Manitoba, surveyed the gut microbiomes of 40 school-aged children.

The scientists collected stool from the children and parents filled out questionnaires on socioeconomic risk, behavioural dysregulation, caregiver behavior, demography, gut-related history (like antibiotic use) and a week-long diet journal.

They used a technique known as shotgun metagenomics to apply whole-genome sequencing to all of the organisms found in the subjects’ stool.

The technique gives insight into which microbes live in the gut and their functions.

“One of the novel associations we found was between Type VI secretion systems and behaviour,” said Keaton Stagaman of the OSU College of Science.

The findings, published in the journal mBio, are important because microbiome can shed light on which children are heading toward mental health challenges.

“Future studies will hopefully show whether these secretion systems have direct or indirect effects on the gut-brain axis and which organisms carry these systems,” Sharpton said.

Also Read- India Registers an Uptick in Diabetes and Thyroid: Report

The gut-brain axis, the reciprocal communication between the enteric nervous system and mood or behaviour, is a rapidly growing and exciting body of research.

The researchers said that future work should also take a close look at the impacts of diet on the microbiome and behaviour. (IANS)