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Burger vs Samosa- a journey into the Indo-American foodscape

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a short history of the origin of every American Food item being prepared,its present adaptation in urban India. Popularity/geographical spread of Indian food in america ,aspects of nostalgia about Indian food among the diaspora.Also, we've tried to highlight on the authenticity of what is branded as Indian Food In America.

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Burger vs Samosa- a journey into the Indo-American foodscape

  1. 1. Burger and the Samosa- a journey into the Indo-American Foodscape Tuesday, July 24, 2018 www.moha-mushkil.com
  2. 2. Tuesday, July 24, 2018 www.moha-mushkil.com
  3. 3. Agenda for theday • Indians in USA – a demographic study • Indian food •The beginning • Modern times • the F word • Restaurants • Food trucks • challenges •Market share for Indian food Tuesday, July 24, 2018 www.moha-mushkil.com
  4. 4. Indians inUSA: the real picture Tuesday, July 24, 2018 www.moha-mushkil.com
  5. 5. And naturallycomes .... Indian food Tuesday, July 24, 2018 www.moha-mushkil.com
  6. 6. Let’s start from the verybeginning 1809- Boston India Wharf & 1813- End of monopoly for East India Company Tuesday, July 24, 2018 www.moha-mushkil.com
  7. 7. But what is an Indian food Tuesday, July 24, 2018 www.moha-mushkil.com
  8. 8. Tuesday, July 24, 2018 www.moha-mushkil.com
  9. 9. Thepopular itemsSouth Indian- Sambar West Indian - Vindaloo North Indian- Samosa Aloo gobi Chana Masala Tikka & Naan Mughlai- Korma East Indian- Mostly bangladesi food (undivided Bengal) Biryani- mostly hyderabadi and evolved style Desserts- Barfi Tuesday, July 24, 2018 www.moha-mushkil.com
  10. 10. First Indian restaurantin USA Tuesday, July 24, 2018 www.moha-mushkil.com
  11. 11. PrinceRanji Smile Tuesday, July 24, 2018 www.moha-mushkil.com
  12. 12. Tuesday, July 24, 2018 www.moha-mushkil.com
  13. 13. Michelin starredIndian restaurants •Junoon- New York •Tulsi- New York •Rasa- San Fransisko •BONUS RASIKA- WASHINGTON Tuesday, July 24, 2018 www.moha-mushkil.com
  14. 14. Along came theIndian food trucks Tuesday, July 24, 2018 www.moha-mushkil.com
  15. 15. Tuesday, July 24, 2018 www.moha-mushkil.com
  16. 16. Butchallenges ..... Manual skill oriented food than process oriented Hence it’s a bit pricey Customers are unwilling to pay Compromise in quality Challenge in retaining market share Tuesday, July 24, 2018 www.moha-mushkil.com
  17. 17. Market share: Indian food in USA landscape! Only 1.2% of the overall market , but growing steadily in 2017- 18 Tuesday, July 24, 2018 www.moha-mushkil.com
  18. 18. Tuesday, July 24, 2018 www.moha-mushkil.com “Most Americans don’t differentiate between the various cuisines in India.” - Anthony Bourdain Conde Nast Traveller, April 12, 2017
  19. 19. Tuesday, July 24, 2018 www.moha-mushkil.com
  20. 20. Thank You +91 9903528225 Indrajit.lahiri@ymail.com moha-mushkil.com www.facebook.com/indrajit.lahiri www.facebook.com/Mohamushkil https://twitter.com/ILahiri www.instagram.com/indrajit_lahiri www.linkedin.com/in/lahiriindrajit Tuesday, July 24, 2018 www.moha-mushkil.com
  21. 21. Backup slides Tuesday, July 24, 2018 www.moha-mushkil.com
  22. 22. •Immigrants from India first arrived in the United States in small numbers during the early 19th century, primarily as low-skilled farm labourers. Indians inUSA: the real picture •In recent decades the population has grown substantially, with 2.4 million Indian immigrants resident in the United States as of 2015. •Today, the majority of Indian immigrants are young and highly educated, and have strong English skills. Many work in science, technology, engineering, and math (STEM) fields. Source Tuesday, July 24, 2018 www.moha-mushkil.com
  23. 23. •All across the US, Indian-American chefs are putting fresh spins on the dishes they grew up eating. •Cross-cultural culinary mash-ups have come a long way, and Indian food-joints are definitely right up there with their mix-n-match offering. •After all, we all know we have to mix it up sometimes to make it better. The ‘ F ’word: Food-fusion !!! Michelle Tchea, founder and owner of PopIntel Group, writes for PostMagazine: “Asian fusion food may have earned something of a bad reputation over the years, but creative young chefs are taking it to a whole new level “ Tuesday, July 24, 2018 www.moha-mushkil.com
  24. 24. A few of the challenges that have come out of the WP article: - The cultural environment seems to matter significantly. Indian cooking can be very labor intensive in a Western country where middle class or professional families do not have household employees like cooks, and where both parents are at work all day away from home. - In most of America beyond the big multicultural cities this is often a hurdle for non-Indians. In South Asia communities on the West Coast, the author Purnima Mankekar , wrote in her 2015 academic study Unsettling India: Affect, Temporality, Transnationality, that while Indian shop owners can make an effort to appeal to people from other cultures, some do not. Challenges faced: Indian food in USAlandscape! Tuesday, July 24, 2018 www.moha-mushkil.com

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