Social Media And Food Delivery Apps Are Changing The Food Culture In Urban India, Says Study

Do you often order food from Zomato, Swiggy or other apps? Do those irresistible food reels on Instagram make you crave certain dishes? If yes, this new study by IIT Guwahati might just surprise you. The study says food delivery apps and social media are rapidly changing urban India’s food habits and culture.

IIT Guwahati Study Shows Changes In Food Culture Of Urban India 

As per The Assam Tribune, IIT Guwahati has shared a new study that explores how social media and food delivery platforms are shaping food culture in India. The study is published in Sociological Bulletin (SAGE Publications) and led by Dr Rituparna Patgiri, Assistant Professor at the Department of Humanities and Social Sciences, IIT Guwahati. It shows how the digital world has deeply influenced what and how people eat today, especially the youth from the upper and middle class communities. 

The study says the rise of digital food culture, like watching food reels, blogs, and ordering food online, has become a daily habit. This is mostly seen among Indian middle and upper-class youth who have better access to these apps than people from lower-income communities. Apps like Zomato, Swiggy, and Instagram now act like gatekeepers to food content. Food blogging, reviews, and visual storytelling are also dominated by this group.

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A New Stage In The Food Industry: Digitalisation

Earlier, food moved through five main stages: production, distribution, preparation, consumption, and disposal. The IIT Guwahati study has added a sixth stage: digitalisation, highlighting how it now plays a crucial part in food marketing and distribution. 

The study also highlights how food blogging, online reviews, and aesthetic food photos on social media are led by the middle and upper classes. Digital platforms often exclude small vendors and local food eateries. The study also mentions that there is an urgent need for better digital policies to support these people.

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This study really changes how we see food today. A lot of what we eat now depends on what we see online. But this digital food world often excludes local food vendors like we see on the roadside and those small eateries. The study says it is time to include them too in the digital world of food. 

So, what do you think about this new study by IIT Guwahati? Let us know. 

Cover Image Courtesy: Freepik and Pexels/ Mike Jones (Representative Image)