Khakra rocks at New York pubs
The spicy curry’s old news, today it’s all about the ubiquitous poppadums and khakras in NY.
By Tapash Talukdar, TNN |
RAJKOT: Here’s another Indian delicacy that’s making it to the tip of every tongue overseas, literally speaking.
The spicy curry’s old news, today it’s all about the ubiquitous poppadums (papads) and khakras that are finding favour with beer guzzlers in the UK and US.
Yes! The same cereal-based, non-fried wafers which Gujaratis swear by.
Patrons of New York’s night-clubs and London’s pubs, nursing their favourite Budweisers and Heinekens, are now enjoying a healthier, innovative diet, which also helps keep calories under control. Aware of the western penchant for fitness, smart Gujarati entrepreneurs are making a business out of exporting khakras. So, the next time you visit a pub in the US or UK, chances are that the bite may bring back some memories of home.
On an average, India exports over Rs 50 crore worth of popaddums every year and the demand is still growing, sources say. Initially meant for homes and restaurants, these have now made their way to the pubs as snacks.
“So are khakras. We have been receiving huge orders for khakras as more westerners have developed a liking for the food,” says Manish Hindocha, a partner at Rajkot-based Tipsy-Topsy Exports. “We have been exporting khakras of various shapes and sizes - small, round, square, rectangle, triangle, etc. We have made it look like wafers, so that they can be consumed as snacks too,” he adds.
Chandubhai Bhelwala has been supplying various packed snack food products to US-based superstores like Patel Brothers through distributors. Exports are likely to triple from 12 tonnes last year to 36 tonnes. Riding on the high rise in demand, the firm is all set to reach other global markets. “By March ’07, we plan to export to super stores in Dubai, London and Sydney,” he said.
Sanjay J Maniar, owner of HSM Foods International, another Rajkot-based firm exporting poppadums now wants to export khakras as well. “The demand for poppadums is also growing at a significant rate in the western markets,” he adds.
The spicy curry’s old news, today it’s all about the ubiquitous poppadums (papads) and khakras that are finding favour with beer guzzlers in the UK and US.
Yes! The same cereal-based, non-fried wafers which Gujaratis swear by.
Patrons of New York’s night-clubs and London’s pubs, nursing their favourite Budweisers and Heinekens, are now enjoying a healthier, innovative diet, which also helps keep calories under control. Aware of the western penchant for fitness, smart Gujarati entrepreneurs are making a business out of exporting khakras. So, the next time you visit a pub in the US or UK, chances are that the bite may bring back some memories of home.
On an average, India exports over Rs 50 crore worth of popaddums every year and the demand is still growing, sources say. Initially meant for homes and restaurants, these have now made their way to the pubs as snacks.
“So are khakras. We have been receiving huge orders for khakras as more westerners have developed a liking for the food,” says Manish Hindocha, a partner at Rajkot-based Tipsy-Topsy Exports. “We have been exporting khakras of various shapes and sizes - small, round, square, rectangle, triangle, etc. We have made it look like wafers, so that they can be consumed as snacks too,” he adds.
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Chandubhai Bhelwala has been supplying various packed snack food products to US-based superstores like Patel Brothers through distributors. Exports are likely to triple from 12 tonnes last year to 36 tonnes. Riding on the high rise in demand, the firm is all set to reach other global markets. “By March ’07, we plan to export to super stores in Dubai, London and Sydney,” he said.
Sanjay J Maniar, owner of HSM Foods International, another Rajkot-based firm exporting poppadums now wants to export khakras as well. “The demand for poppadums is also growing at a significant rate in the western markets,” he adds.
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