Pizza Golgappe. Omelette with coke. Pav Bhai Ice Cream. Butter Chicken Ice Cream. Oreo Fried Rice. Pasta Biryani. I think you are getting what I am trying to say here, don’t you? I am talking about all the viral (and weird) food trends that we see on social media, like every 10 seconds. And, those unhygienic BTS videos of murmure, rusk, and bakeries that make you question your entire existence and food choices for a lifetime. And, I am going to talk about Food Influencers.
Food Influencers, Food, Street Food and More
The #food has 518 million posts on Instagram, and it is not even in the top 10 most followed hashtags. #streetfood has 15.1 million posts and #streetfoodindia has about 1.1 million posts. 437K users are #streetfoodlover and #delhistreetfood has 898k posts There are around 600K posts and reels tagged with #foodinfluencer. And it is pretty hard to gauge how many food influencers, gourmands, culinary adventurists, and food connoisseurs there are in actuality. But hey, isn’t everyone making reels and visiting new cafes and food gullies and Michelin-starred meals?
If I say more than 50 million people around the world consider them influencers, would you believe me? There are 1.9 billion websites in the world and apparently, there are over 600 million blogs. So, if we do the math, it comes to 31.5%. And, India has 326.6 million users in India on Instagram. Hence, it will be safe to assume that millions of Indians (in or abroad) like to call themselves food bloggers and food influencers.
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But are all Indian foodfluencers (wait, that ain’t a word yet?!) lovers of innovation, street food aesthetics and ‘gram-friendly posts, likes, shares and follows? In the world of mayonnaise, chocolate sauce and heaps of cheese on everything, do food influencers seek authenticity in food? Do they seek out local, native dishes that tell the tale of where they come from and where they belong? We got social media influencers to shed light on the matter, ones who pick authenticity when it comes to their food adventures.
Also Read: This Pav Bhaji Ice Cream Is Another Food Crime & Netizens Are Utterly Disgusted!
Exploring Culinary Treasures, the blogger way in their quest for authenticity!
In the whirlwind of social media where food trends come and go like gusts of wind, meet Rohan, Vrushali, Aryan, Kevin, and Nazila; modern-day gastronomic adventurers whose quest goes beyond the glittering facade of mainstream cuisines. They’re on a mission, not just to dine, but to dig into the soul of a place through its culinary heritage, offering you all a delectable taste of the hidden gems! They set themselves apart by delving beyond the surface.
Vrushali Sunil Jagtap
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Vrushali of the.hungervibes says, “To be honest majority of the food influencers are more authentic towards the presentation and not the quality as it helps them to capture more followers on social media and create earnings. However, for me, I rather keep it simple and clean so that we enjoy the taste and let our audience decide the authenticity.” She concludes, “Keep it simple and hygienic and authenticity will follow accordingly.”
Rohan Naik
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Rohan of rohanvsfood says, “I always look for authenticity as far as different cuisines are concerned. I always feel overwhelmed seeing mayonnaise and cheese added to simple-yet-dignified food dishes as an attraction to customers but it actually ruins its originality. It’s definitely not for the long road. Every type of food has its own special existence in our hearts with its authenticity adding unmatched flavours is an insult to not only the food but also our feelings about that type of food,” he quips.
Aryan Kataria
Aryan, with his infectious enthusiasm for local cuisines, sees food as more than sustenance, it’s a living heritage. He says, “Each dish carries the history and heartbeat of a community.” Aryan seeks more than just a delicious bite. He yearns to unravel the secrets guarded by local kitchens, to decipher the stories embedded in age-old recipes. Whether it’s a simple street-side snack or a multi-course feast, he savours the flavours and the stories woven into every dish. The dining table turns into an honoured space where stories weave together, relationships blossom and every aspect of our community’s past is carefully woven. Preparing and sharing a meal is more than just eating; it’s an eternal ritual that celebrates our heritage and reflects our beliefs. It shows how our culinary traditions have endured the test of time.”
Kevin Zingkhai
“I honestly enjoy the uniqueness and the beauty of high-quality, rich flavours and exotic cuisine. To me, food isn’t just about food; it’s an adventure into the extraordinary. I love the sumptuous flavours that linger on my tongue and prefer the luxury of top-of-the-line restaurants, where every dish is a work of art, delicately crafted, and richly flavoured. And, I love exotic ingredients and vibrant flavours, and I treat every bite as an adventure,” says Kevin. The complexity of spices, the interplay of textures, and the harmony of ingredients transport him to distant lands. Whether it’s the fiery punch of Mexican chilies or the delicate fragrance of Indian spices, each taste evokes a sense of place and time, awakening memories and igniting curiosity for the unexplored.
Nazila Sitaishi
Nazila emphasises the importance of going beyond the surface, in finding the depths that most have not seen or experienced. She says, “In the changing world of social media, where the spotlight frequently embraces the glamorous and trendy sides of food, my focus takes an alternative course. I have a passion for bringing to light the true elements of culinary artistry that are often overlooked, as well as bringing to light authenticity that may be hiding in the shadows.”
“I want to shed light on the hidden heroes, the hard-working folks behind the stoves and in the kitchens, the often-overlooked culinary craftsmen who infuse every meal with their unmatched passion and talent. It is a journey into the narrative that is woven into every ingredient, every dish, and every culinary heritage. I want to discover the actual tastes, the essence of cultural richness that sometimes goes unnoticed in the captivating world of current trends,” she says.
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Foodventures And A Land Of Contrasts
In the vibrant fabric of culinary adventures, these food influencers carve their course through unexplored territories. Their quest for authenticity stands as a witness to the beauty of culinary heritage, echoing the sentiment that every dish, every ingredient and every tradition tells a story waiting to be heard, tasted and celebrated. Remember, every bite is an opportunity to explore, understand and celebrate the extraordinary flavours that this world has to offer!
I head India’s leading food and travel website Curly Tales. In the past year alone I have seen glaring, gut-churning street food disasters going viral on X (formerly Twitter), Facebook, Instagram and YouTube (Thank God, we don’t have TikTok). I cannot fathom at times how that is being consumed.
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Yet along with that I have seen food experimentations and innovations done by culinary maestros like Chef Avinash Martins, Chef Anumitra Ghosh Dastidar, Chef Amninder Sandhu, Chef Jason James, Chef Rafael Estremadoyro García, Chef Rahul Sharma, and more. Be it going back to their roots or bringing simplicity to the plate or marrying another cuisine with Indianness or being regenerative in their approach or being only ingredient-forward with each being sourced mindfully, the hard work and palate diversification reflects prominently on their menus. To say that India’s palette is diverse is like saying the earth is round. But we say it anyway, don’t we?
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Coming back to the question I posed: Do Indian Food Influencers seek authenticity when it comes to food experiences? I leave you, the audience, to be a judge of it. Because we are the same country that has the first Indian female chef who bagged two Michelin stars for her innovativeness and we are the same country where we savour Chocolate Biryani with a lot of gusto. Take your pick – ‘gram-worthy viral dish or authentic, honest cuisine that opens your heart, soul, and palate to a world of opportunities?
Let me know your thoughts on this in the comments section below.
Cover Image Courtesy: Rachna Srivastava and Supplied
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