Wednesday March 20, 2019
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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.

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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)

 

Next Story

The Dining Table Starts Turning To The DIEning Table, Is Eating Alone Healthy?

Orchestrating a family meal, day after day, was a chore that no one wanted to undertake and so the dining table witnessed a different kind of evolution. It became lonely.

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My version of a happy home is as delineated through my own experiences, so I am less than amused by this change. It is here that my perceptions of the halcyon days gone by conflicts with today's reality. Pixabay

I have grown up in a typical Punjabi household. The place was Patiala. During the peak of any season, our oddly planned, 50’s built house would be such a cacophony… the din

created by us all…family members of all age groups and sizes. For a child, the craze in those days was that of play, play and more play interspersed with food, food and more food.

And this household had generosity writ all over it. A buzzing, bustling kitchen with Biji (grandmother) ruling the roost, her palpable charm and grace was always as warm as the
sugar laden tea she offered you first thing, should you be our guest on any day, forget just a good day!

Sunday was the day for special indulgences where brunch was almost always outsourced Poori Chana Aloo (fat be damned) from Mota Halwai. Sonorous conversations happened
around the dining table. Eating together was therapeutic too because a lot of problems were solved across kitchen counters and dining tables.

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We sat at that table for hours, far beyond the meals, just talking and laughing. The benefits went beyond health. It was nourishment of the soul and the body alike.
Pixabay

We had it all. Our generation, and the ones before us. We may not have had the sophisticated gadgetry of today’s times nor did we have the knowledge of the world on our finger tips but we did have our own small happy world knit together. We sat at that table for hours, far beyond the meals, just talking and laughing. The benefits went beyond health. It was nourishment of the soul and the body alike.

The dining table was then the deciding table. Indeed.

Nothing changed in my world as I graduated from my teens to my 20’s except the fact that I was now married with children. Life in the 90’s was simpler. Sunday was still an open
house… a family and friends communion of sorts. Feasts became larger because the number of loved ones grew tremendously. And since the humble mixie could no more churn out the humongous lassi portions fast enough, it was irrefutably replaced with a dedicated washing machine with its rattling rhythmic buzz, perched right within the large kitchen.

Yes you heard it right. To churn lassi in bucketfuls. Sounds like privileges that are beyond the ordinary? Stuff that legends are made of probably! Even if it was just one big cauldron of home cooked mutton curry served with a “never-counted-never-ending” supply of tandoori rotis and raita, there was always more than enough for everyone. Those were the days when the dining table had enough scratches on it to prove that it had been a witness to countless feasts and fights, drinks and the drunk, the romance of meals à deux, love and lovers, in different measures. We may not have had it all together, but together, we had it all.

The dining table became the defining table. Indeed.

But that was then when life was comparatively simpler and eating together was the centrepoint of the day. The turn of the century turned the tables, literally and figuratively. The size of the family started to shrink as did the size of its generosity. Best friends and cousins were non grudgingly replaced with gadgets and communication was now happening via Skype and video chats. Visits became few and far fetched.

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Dinners saw less and less of “you have to
eat all vegetables” kind of phrases and not many young mothers seemed to be sourcing recipes for Bottle Gourd or Panjiri anymore. Pixabay

Orchestrating a family meal, day after day, was a chore that no one wanted to undertake and so the dining table witnessed a different kind of evolution. It became lonely. Just like
the people who were eating on it somedays. The table was now mostly used as a work station, the laptop siting on it, once too often. Where once food garnered positivity and
camaraderie, now the simple, neatly laid out daily meals were replaced with quick “on the go” breakfasts and “at work” lunches. Dinners saw less and less of “you have to
eat all vegetables” kind of phrases and not many young mothers seemed to be sourcing recipes for Bottle Gourd or Panjiri anymore.

The parental engagement fostered around the table was fast depleting. Did we even need a full-fledged dining table? The practical acceptance of its now defunct utility and
importance was directly related to the disappearance of the family size and family meals. It was no more the centre of distribution for anything at all.

And the dining table started to be the DIEning table instead. Indeed.

My version of a happy home is as delineated through my own experiences, so I am less than amused by this change. It is here that my perceptions of the halcyon days gone by conflicts with today’s reality. When my children left home to pursue their dreams and lives, the first thing that felt really different was the dining table. My shared meals became limited to the Langar (community meals in gurdwaras) and social events. Food has always defined my existence and our mutual love for each other often evokes wistful sentiments of a once full family life.

Also Read: Lok Sabha 2019 Elections, EC Outlines Stringent Guidelines For Social Media Usage During Campaigns

With an increasing focus on eating food that benefits our health, we have definitely moved towards nutritionally better meals but from a psychological perspective, is eating alone healthy? Healthy enough? No amounts of supplements can infuse a rush of endorphins, like a happy chatter around the dinner table can. Once the unifier, the table stands alone
today. When did it become just a piece of furniture really? Maybe it’s time to create a home, all over again, around the diening table. One meal at a time.

And bring it back to life! After all there is nothing half as good as a household bonding over a meal. (IANS)