Japanese dining chain tempts Indians with their love for curries
Coco Ichibanya is embarking on one of the all-time crowning achievements of salesmanship.
By AFP |
BCCL
Paneer and eggplant have replaced beef and pork from the tailor-made menu. (Representative Image)
GURGAON: One of Japan's most popular restaurant chains is embarking on what could become one of the all-time crowning achievements of salesmanship - selling curry to India.
Coco Ichibanya has more than 1,400 locations worldwide but its owners are eager to find a foothold in the world's second-biggest nation, and favour among a middle class with a growing appetite for international food.
But it remains to be seen whether its own signature curry dish - a distinctive, thick brown sauce and sticky white rice - can lure diners accustomed to local varieties honed over thousands of years.
"We are not here to compete with Indian curries," Ichibanya India's assistant chief executive, Devesh Srivastava, told AFP.
"We have a flavourful Japanese curry which is a bit different from the Indian one... and the response has been pretty good so far. People are coming back as well."
Beef and pork are absent from the tailor-made menu, in deference to religious requirements and local tastes.
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Substitutes such as paneer and eggplant are on offer instead, making a unique global hybrid cuisine reflecting the chain's dual origins.
Curry originated in India thousands of years ago but in the late 19th century British seafarers introduced it to Japan, where it evolved into a beloved national comfort food.
Rising disposable incomes have left India an attractive market for Japanese companies, which are looking to offset declining consumer spending at home by expanding abroad.
Coco Ichibanya's first Indian franchise opened in August near the capital New Delhi and immediately piqued local interest.
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Ichibanya believes its successful step into Thailand, another curry-loving nation, is a sign the chain could succeed in India.
"Initially there is going to be a lot of interest," Kavita Devgan, an author and food columnist, told AFP.
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"If the curry works for the Indian palate and is not very unfamiliar, then it has a chance."
It has shrugged off the challenges of opening in India during the coronavirus pandemic, at a time when many restaurant-goers are tightening their purse strings and eating at home.
Its first Indian franchise opened in August near the capital New Delhi and immediately piqued local interest.
Diners said they enjoyed exploring the contrast between the flavour of the Japanese sauce and the familiar Indian varieties laden with onion, tomatoes and local spices.
"The taste is something that is very addictive," said Aakash Nakra. "You want to eat more and more and more."
Festive Treat: These Turkish Desserts Will Add A Twist To Your Celebrations
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Indians are known for their love affair with sugar, and festivities are incomplete without a variety of sweets.
Let's head to the Middle East to treat your sweet tooth this festive season.
Turkey, well known for its traditional desserts, can add an international twist to your celebrations.
Here are some dishes to try. (With inputs from IANS)
Indians are known for their love affair with sugar, and festivities are incomplete without a variety of sweets. Let's head to the Middle East to treat your sweet tooth this festive season.Turkey, wel..
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This rich, sweet pastry is made of layers of filo (thin unleavened dough), and stuffed with chopped nuts. Syrup or honey is used to sweeten and hold together the delicacy. From chocolate to nutty surprise, the Turkey sweet shops sell a variety of Baklavas.
This rich, sweet pastry is made of layers of filo (thin unleavened dough), and stuffed with chopped nuts. Syrup or honey is used to sweeten and hold together the delicacy. From chocolate to nutty sur..
Read More
Lokma is probably the lightest and simplest dessert on the list. The dish is made up of fried dough balls soaked in sugary syrup. Crunchy on the outside and soft on the inside, this sweet melts in your mouth. You can easily eat gobble up three to four of these in one sitting (or even more).
Lokma is probably the lightest and simplest dessert on the list. The dish is made up of fried dough balls soaked in sugary syrup. Crunchy on the outside and soft on the inside, this sweet melts in yo..
Read More
This elastic ice cream is not sold anywhere else in the world. Its main ingredient - Salep - is protected by Turkey, and not exported. The main ingredient is made from grounded orchids, making it valuable as orchids take 7 or 8 years to grow. It is then turned into ice cream, and mixed with mastic (plant resin) and the preffered flavour such as chocolate, strawberry, etc.
This elastic ice cream is not sold anywhere else in the world. Its main ingredient - Salep - is protected by Turkey, and not exported. The main ingredient is made from grounded orchids, making it val..
Read More
This custardy dish is best served cold on a hot day. These are a rare type of guilt-free puddings made with starch and rice flour, and originally without eggs or butter.
This custardy dish is best served cold on a hot day. These are a rare type of guilt-free puddings made with starch and rice flour, and originally without eggs or butter.
Kunefe is one of the richest Turkish desserts. A combination of a crispy, buttery shell packed with oozing, hot cheese - topped with thick cream and syrup and sprinkled with ground pistachios. One bite, and this sweet dish will leave you craving for more.
Kunefe is one of the richest Turkish desserts. A combination of a crispy, buttery shell packed with oozing, hot cheese - topped with thick cream and syrup and sprinkled with ground pistachios. One bi..
