Indian Food Industry Gets National Foodie Calendar 2017
I always used to feel that Indian consumer is spoilt for choice when it comes to food. With so many cuisines & subsequent dishes available & consumer going “global”, consumer has plethora of options available. However, our user interactions revealed that consumer is always confused with “What to Order ” and hence either makes a decision basis discounts , suggestions from select friends or previous experiences leading to missing out on several lip smacking dishes.
Food in India is not only a reflection of our varied culture , it has also become an extension of an individual’s personality . As they say, you are what you eat. We, at Ketchupp, always used to think why India doesn’t have a dedicated foodie calendar which would benefit the consumer as well as food players.
After several brainstorming sessions within the team & various interactions with industry veterans and connoisseurs, we finally decided on making a foodie calendar for the entire year of 2017. This would not only solve consumer problem of “What should I Order today” but also help them savour “new” sumptuous delicacies throughout the year.
Genesis
The choice of food we consume depends on what occasion it is. Our choice of dishes differ if it’s a birthday, guest coming over, team party at office, festival celebration at home, anniversary , retirement or a weekend house party . In a country like ours where a box of sweets signifies good news & not bringing lunch to office reflects that Mom/wife not at home , food has become is medium to express ourselves. Food has become such an indispensable part of our life that it’s a reflection of the mood we are in.
With food becoming synonymous to lifestyle, today’s consumer sees everyday in a new light through food. Memories are made over food ( A lot more is happening over coffee). With the Indian consumer actively looking out for global cuisines , dishes with molecular gastronomy , cherishing food fests & not shying away from expressing his choice whether it’s pork or beef , brands are going all out to woo them . Even brands like Dominos have come up with Navratri Pizza & Chocolate Pizza . With Natural Ice Cream introducing innovative seasonal flavours like Saunf & Gajar ka halwa , it’s a mirror to the evolving culinary landscape of the millenials. We already have festivals getting a new identity through food ( Holi- Gujiya , Diwali- Soan Papdi , Eid — Sewaiyaan , Navratras — Kuttu ki roti , Dusshera- Jalebi , Christmas — Rum Cake , Lohri — Popcorn & so on ).
Being in food tech, we wondered why we only have some days of the year which revolve around food ? The idea of a National Foodie Calendar also came from the quintessential question, “What should I order today ? “. If it had been a birthday, we probably wouldn’t have asked this question. Isn’t it ? We decided to celebrate each day of 2017 through food & that’s how 365 days of 2017 got a new identity. Since, no one had done the same in India, we decided to take it upon ourselves & finally released National Foodie Calendar 2017 aptly crowing 2017 as the Year of the Foodie. There has been a yawning gap of a dedicated calendar that revolves around food & our interactions with a fan base of more than 120K followers on Facebook further reinforced our belief that India needs it.
What is National Foodie Calendar 2017
Food lovers unite.
2017 is rightly termed as the “Year of the foodie” & Ketchupp is redefining the contours of a calendar by giving it a gastronomic twist. In Foodie Calendar for 2017, every day is a celebration of life via food. 365 exquisite days with each day dedicated to food. So, 1st January is National Hangover Day ( for all the right reasons) , 2nd January is a Red Velvet Day , 3rd Jan is National Thali Day & so on. 365 days of foodgasm aligned with best dishes that you can order online on all these days.
Ketchupp in this endeavour of solving the user’s problem of “ Yahan Best Kya Milta hai “ has in fact made every foodie look forward to the coming day . Ketchupp Foodie Calendar is not only a tribute to the cuisines across the world ( National Continental Breakfast Day , National Mediterranean cuisine Day) , it also showcases the love for Indian food through National Raj Kachori Day , National Pani Poori Day & more. The connoisseurs of food need not get disappointed. There is National Shawarma Day, National Woodfired Pizza Day , National Panini Day too. 2017 seems no much exciting in this new avatar. With it’s hawk’s eyed focus on dishes, Ketchupp has made sure that the dish is celebrated rather than the restaurant. So, there is a dedicated National Chicken 65 Day, National Chole Bhature Day & National Bissi Belle Bath Day too. National foodie calendar encompasses the myriad flavours of the country coming together showcasing the spirit of bonhomie & brotherhood among the masses where love for food binds them all. ( There is National Appam Day , National Malai Kofta Day, National Litti Chokha Day , National Chaat Day & more)
What has gone into Making of The Calendar
Our small team of 10 members have put in extra 500 hours to make this calendar see the light of the day. As happens in startups, idea was born over a mug of beer however we were reluctant to do the same considering the resources we have and we could potentially deviate from our agreed course of action. However, our Atrangi Marketer pitched with the strength of the concept and how it aligns with our objective and promised to get this done along with commitment from the product guy. We would also like to thank all food connoisseurs who encouraged us and gave their valuable time & insights in refining the calendar.
What’s there for the consumer
National foodie Calendar 2017 isn’t just a calendar with 365 exclusive days revolving around dishes, it’s a mine of most recommended dishes that can be ordered online throughout the year. Ketchupp in line with it’s motto of recommending best dishes to order online has ensured that users in 9 cities can see best dishes to order online specific to these 365 days. For e.g On a National Red Velvet Day, user can get to know best red velvet dishes that can be delivered to his doorstep across 9 cities ( Delhi, Noida, Gurgaon, Bangalore,Pune, Hyderabad, Mumbai, Chennai & Kolkata). This brand promise is replicated on all 365 days of the year, whether it’s National Greek Salad Day ( 16th Jan’17) , National Doughnut Day ( 2nd June ’17) or National thin Crust Pizza Day (20th Nov’17).
2017 is going to be the year of the foodie & Ketchupp is trying to ensure gastronomic delight for all 365 days of the year.
