FringeStream: Food India (Quick Read)
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Transcript of FringeStream: Food India (Quick Read)
THE SOUND
FRINGESTREAM: FOOD
2
WHAT IS FRINGESTREAM?FRINGESTREAM is a new way of thinking about mass behaviors and
values
INTRODUCING FRINGESTREAM...
FRINGESTREAM IS THE NEW MAINSTREAM.The Sound explores cultural fringes to illuminate how emerging ways of being are shaping mass culture and changing the human condition
LIVI
NG O
FF THE GRID
THE SOUND
FRINGESTREAM: FOOD
3
MAINSTREAM CULTURE
In the pre-digital and pre-globalized world, mass culture dominated.
In India fringe cultures existed only for the postcolonial bourgeoisie and the new urban middle classes who had the luxury of experiencing counter-cultures of the West through travel.
The boundaries between fringe and mass culture were highly defined by the economic divide and access to information.
WHAT MAINSTREAM USED TO BE…
MASS CULTURE
FRINGE
FRINGE
FRINGE
FRINGE
FRINGE
used to represent the majority story…
THE SOUND
FRINGESTREAM: FOOD
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NOW, THINGS ARE changing
Living in a globalised and digital age, mass culture is now heavily influenced and shaped by fringe behaviours. The boundaries between the fringe and mainstream are now beginning to blur.
In India, Digital media acts as a great leveller between social classes. With growing digital exploration, the concept of mainstream ‘normal’ is beginning to give way as fringe cultures begin to infiltrate mainstream behaviours.
THE MAINSTREAM NOW
MASS CULTURE
FRINGE
FRINGE
FRINGE
FRINGE
FRINGE
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FRINGESTREAM: FOOD
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TO UNDERSTAND THE WORLD OF FRINGE FOOD, WE MUST UNDERSTAND THE STAKEHOLDERS
THE MAINSTREAM CONSUMER AFFECTED BY LIFESTYLE DISEASES
Grappling with rapid changes taking place in their lives, they seek direction and advice when it comes to making
food choices
A GROWING PACKAGED FOOD INDUSTRY
Once a welcome convenience, packaged food is now viewed with increasing wariness. The industry must look
at ways to overcome this, and find new ways of connecting with people
FRINGE FOODIES
At the forefront of fringe food movements, they look for communities, brands and products that can help in building and expressing their identities through food
FRINGE FOOD NOW
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FRINGESTREAM: FOOD
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…popular media is highlighting how eating more packaged and processed food has contributed
to the deterioration of health across the nation…
ADOPTING PACKAGED FOOD although…
…that everybody is posting about the same recipes and restaurants…
INDULGING IN FOOD PORN TO STAND OUT despite the fact…
…the food industry is not showing and talking about easily available ingredients and food…
VENERATING FOOD SHOWS even if…
…the media is talking about how Western food, diets and way of life do not suit
Indian minds and bodies…
LOOKING UP TO WESTERN LIFESTYLES while…
WHILE THE MAINSTREAM IS
FOLLOWING conf licting trends BY…
…it results in lonely eating and take away/delivery food…
SEEKING URBAN LIFESTYLES AND INDEPENDENCE though…
FRINGE TRENDS
FRINGE FOODIES
ARE TRYING TO
resolve tensions BY
CREATING
A MORE
trustworthy, accessible AND
accountable
ECOSYSTEM
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FRINGESTREAM: FOOD
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LIVI
NG O
FF THE GRID
FRINGE TRENDS
MIY
“Urban Indian consumers are increasingly drawn to
the idea of cooking unconventional meals,
building customized furniture & organizing
parties from the comfort of their homes, instead of
getting them sourced from outside.”
- Anurag Avula,Chief Executive Officer & CoFounder at Shopmatic Group
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FRINGESTREAM: FOOD
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FRINGE TRENDS
MIY: MAKE IT YOURSELF
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FRINGESTREAM: FOOD
BREWING BEER
DIYBrew.in is an e-commerce company providing support and ingredients to brewing enthusiasts. Craft
beer can now be found across pubs and microbreweries in the country. Knowing how to brew
your own allows not only helps you explore taste nuances but also gives you bragging rights.
HOW TO CHEF THE PARTY
Magazine Street Kitchen courses cater to the rise in interest for ingredients. It’s not just about learning how to cook but also about
looking at how each component is made: pasta dough, sauces, etc. This enables foodies to go
beyond being regular home cooks,
URBAN GARDENING
IFFCO launched Urban Greens to help people grow their own vegetables and plants in cities. Zorba (in
Delhi) conducts workshops on hydroponics, horticulture and urban gardening.
Helps foodies to know and be a part of the story behind the ingredients.
9
IDENTITY IN THE MAKING
MIY
Preparing meals from scratch to using ingredient-kits, fringe foodies are learning the A to Z of food. Be it pasta from the dough or beer from the barley, the fringe is bypassing industrialised food to make its own. Going beyond just sourcing local and fresh ingredients, the fringe is standing out from the mainstream by being self sufficient.
FRINGE TRENDS
“I started my vegan dabbawala services when I became aware of how our
dairy industry was involved in cruelty towards animals.”
- Samir Prasad, Vegan Bites
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FRINGESTREAM: FOOD
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FRINGE TRENDS
REVIVED SPIRITUALITY
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FRINGESTREAM: FOOD
AYURVEDIC BALANCING
Rujuta Diwekar writes books, organises workshops and health holidays about the benefits of Indian age-old traditions around food and eating. As the country
consolidates its identity, the conversation around the benefits of local ingredients, yoga and Ayurveda has
been revived.
WHOLE BODY NOURISHMENT
A space for enthusiasts to practice yoga as well as eat healthy. The Yoga House food concept is a
combination of cutting-edge macrobiotic recipes, ancient dietary wisdom and traditions. At Yoga House one can select a dish on the menu based on desired
physical and psychological outcomes.
VEGAN AND NON-VIOLENCE
Local food start-up Vegan Bites provides healthy vegan tiffins to people in Mumbai.
Awareness of food production methods and the long-standing belief in non-violence are
pushing more people to give up animal-derived food products.
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PUTTING THE OM IN NOM
Revived Spirituality
A revival of ancient traditions connecting the body and soul has begun. The fringe is going back to age-old Indian food traditions that helped us survive and live healthily over generations. The fringe is demanding ‘swadeshi’ food that doesn't harm.
FRINGE TRENDS
“We will see the return of the multi-cuisine concept with an inclination towards building
a family dining space. Casual dining will be the
way ahead and we will also be seeing bars serving more
old-style, comfort food.” - Chef Jatin Mallick of Tres in New Delhi
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FRINGESTREAM: FOOD
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FRINGE TRENDS
HYPER FLUID FAMILIES
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FRINGESTREAM: FOOD
UNITING STRANGERS
Bonding over loneliness that stems from migration for work/education through ordering home-cooked meals/mom-chef masterclasses, or creating new
‘family’ through connection over food, via supper clubs and pot-lucks. For example, The Bohri Kitchen serves a
‘thaal’ to share between strangers.
REAL MEN COOK
Indian homemaker and actress Medha Gokhale runs a no-frills cooking class for men to challenge
traditional gender roles. Men moving abroad, married men, widowers & food lovers learn to cook daily food.
Some gain the comfort and confidence to feed themselves or families, while for others it’s a great way
to impress friends or romantic interests.
HAT-TIP TO HERITAGE
A contemporary Bengali pop-up that whips up traditional dishes, but with the finesse and
techniques of a modern kitchen. Auroni Mookerjee combined his love for Bengali and
European cuisine to create new innovative dishes that keep his late-grandmother’s
recipes alive.
13
NEW BONDS
Hyper Fluid
Urban living has seen the decline of traditional family structures and the rise of new family units, including singles living alone, DINKs, etc. For Indian families, food has always been the means of means of bringing families together over dining tables. Indian family units may be changing, but still use food to build new stronger and more meaningful relationships. The Fringe is overcoming alienation and gender tensions by connecting with friends, acquaintances, strangers over food and reversing cooking roles in the kitchen.
FRINGE TRENDS
“Indian food... regional cuisine is going to get
established, smaller cities like Rajkot and Raipur will take a
lead in the cuisine scene; International influences like South American cuisine is
going to take over along with Korean food.”
- Ranveer Brar, Celebrity Chef
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FRINGESTREAM: FOOD
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FRINGE TRENDS
BEYOND GLOCAL
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FRINGESTREAM: FOOD
REGIONAL AND FAMILY RECIPES
Gitika Saikia has introduced Assamese and north-eastern recipes to people in Mumbai. In a country with diverse food cultures and palates, foodies are excited to try authentic regional cuisines as much as global
ones. Doing so enables them to enjoy novel preparations but also connect to different cultures
within India.
NICHE FOOD CLASSES
Food Salon organises classes to teach diverse food related skills ranging from healthy middle eastern
cuisine to how to grow micro greens and use them in salads.
For foodies, this is a great way to diversify their knowledge and skills, while connecting with like
minded people.
UNDERGROUND FOODIES
The Secret Supper Project is a supper club where foodies meet and connect over a meal. All that’s needed is an excitement and interest in food. And the meals are not just about great
food, but also meeting new and interesting people.
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CONNECTING OVER NICHE
Beyond
Far from just necessity, food in India is serving as a catalyst to connect regional, local and individual food cultures. The fringes are not only bridging geographical distances but also changing the way we experience food in big urban centres. They draw ingredients and recipes from across India and the globe and find new ways of reaching out to hungry and curious foodies.
FRINGE TRENDS
“Nearly 10,000 people have already turned
farmers in the city, growing everything from spinach to curry leaves to tomatoes.” - Meera Bhardwaj, The Indian Express
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FRINGESTREAM: FOOD
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FRINGE TRENDS
LIVING OFF THE GRID
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FRINGESTREAM: FOOD
GROW FOOD WITH CONFIDENCE
With a huge following in India, My Green Space offers detailed tutorials,
recommendations and reminders to grow and maintain your own food garden.
GREEN SCHOOLS MUMBAI
Working with children in Mumbai schools, to create a sustainable kitchen garden using local resources in and
around the school. Green school Mumbai hopes to create a community where children, teachers and parents interact
and work together to grow food sustainably.
EDIBLE ROUTES
An environmentally-friendly, socially-responsible business that creates farms, farm products and helps build farming communities. Edible Routes also educated people on interesting techniques that they have devised for e.g. growing basil and
tomatoes in the same pot makes tomatoes sweet.
17
GIVING EVERYONE A GREEN THUMB
Living Off The Grid
People are looking to new plentiful food sources that don’t rely on the industrial food ‘grid’. There is a rise in the demand and supply of fresh and local organic food and many fringe brands and companies now have nutritious and wholesome product offerings for the foodie community. Alternative options of sustainable food are being chosen over industrially-packaged and fast foods in this fringe movement.
FRINGE TRENDS
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FRINGESTREAM: FOOD
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BOLD FRINGE BRANDS HAVE ENTERED THE MAINSTREAM AND WISE MAINSTREAM BRANDS ARE ENJOYING first mover advantagesFew mainstream brands have been brave enough to address the fringe trends changing the nature of our relationship with food. Others have now become mainstream because they addressed important fringe needs. Consider taking inspiration from these examples to be the change ‘FringeFoodies’ are calling for.
FOOD SPECIALIST EVENTS AND PRODUCTS
Nature’s Basket Godrej
BRANDS DRIVING THE CHANGE
ORGANIC FOOD RANGE
Fabindia
INDIAN SUPER FOODS
24 Mantra, Satvik India, Organic India, Sresta
SWADESHI AYURVEDIC INGREDIENTS
Patanjali
SUSTAINABLE TOMATOES
Kissan Unilever
DAIRY SUBSTITUTES
Sofit Hershey
FRINGESTREAM NEEDS
mainstream new mainstream
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FRINGESTREAM: FOOD
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ANSWER THE CALL
As urban India goes through rapid lifestyle changes, it’s easy to think that we’re merely going to mirror the western trajectory of obesity, lifestyle issues, and panicked scramble for quick fixes to health.
However, we feel that there’s a far more complex, and much larger opportunity space for brands to tap into. Removing artificial coloring or flavors, removing cholesterol or trans fat, is de rigeur. Checking the boxes of health and taste is passe. The call now is to have a strong purpose and philosophy around food.
Who will dare to answer the call from the fringes? Get in touch at [email protected] for more information or a presentation!
V A N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I
W W W . T H E S O U N D H Q . C O M
IMAGE REFERENCES
22THE SOUND
FRINGESTREAM: FOOD
SLIDE SITE
1 http://batsbazaar.blogspot.ca/2012/12/daylesford-organic-farm-cooking-school.html
4 http://www.iorma.com/wp-content/uploads/2015/11/Foodies-Trend-Connection-and-Identity_Medium-Size-1024x682.jpg
5 http://cdn-image.foodandwine.com/sites/default/files/styles/550x550/public/HD-201406-r-campfire-bacon-with-maple-citrus-glaze.jpg?itok=pLMU1ggH
8https://www.washingtonpost.com/news/wonk/wp/2015/08/25/fda-just-mayo-isnt-mayonnaise-because-it-isnt-made-with-eggs/ http://blog.molliestones.com/post/63564969924/introducing-oceans-halo-seaweed-chips/ https://twitter.com/eatwildbc
10https://www.kickstarter.com/projects/999309558/foodshare-iphone-app-you-eat-a-meal-we-donate-a-me https://www.youtube.com/watch?v=D70r7-WIhF8 http://www.allweatherkc.com/blog/dougs-top-tips-keep-home-cozier-winter/
12http://cookculture.com/pages/growing-chefs https://www.kickstarter.com/projects/1713513137/dads-that-cook http://www.amazon.com/Cooking-Foods-That-Fight-Cancer/dp/0771011369
14http://www.angelahogg.co.uk/wp-content/uploads/2012/02/BHN_SM.jpg http://eenmaal.com/http://ashevillage.org/wp-content/uploads/2015/05/Ashevillage-how-to-make-yogurt-with-Sandor-Katz.jpg
16http://www.mygreenspace.co/ http://batsbazaar.blogspot.ca/2012/12/daylesford-organic-farm-cooking-school.html https://www.sainsburysfoodrescue.co.uk/
19 http://static5.uk.businessinsider.com/image/56e95eff52bcd05b008b6a61/george-osborne-just-introduced-a-new-tax-on-sugar.jpg
20 http://www.wired.com/2011/01/ichef-oven-offers-multi-touch-multi-stage-auto-cooking/