It’s Christmas and I am penning down this post as I just wipe my fingers after the day’s lunch. Well, in reality it was not just one meal but a delectable sequence of lip smacking dishes – each one well seasoned with intricate memories of my boyhood. My only companion for this exciting food-filled day was my dearest friend for last 12 years, my fiancé for 11 years and now my loving wife for the last 10, Anita. It has almost become a ritual for us to target a city each Christmas and savor the wide array of its street food. Last year it was Singapore and this year we chose Delhi,India.
The day started almost at dawn as I picked up Anita from her parent’s place braving the biting cold of the city. It paid off. In red leather jacket and black jeans, Anita mesmerized me as soon as she stepped into the car – and I knew at once the beautiful Christmas day has arrived! We headed straight to oldDelhiat Jama Masjid for a road side eatery. I almost devoured my bowl of paya curry (lamb trotter curry) as Anita sipped on her glass of milk froth. Then came the masala chai (spiced Indian tea), over which we planned how to reach the parantha-wali-gulli (avenue-de-flatbreads, I wish they had such avenues inFrance). The parantha-wali-gulli reminds me ofSavile Row Street in London, famous for its world renowned bespoke tailoring for centuries. The parantha-gulli can boast of the same heritage, but when it comes to packaging the product – we are centuries behind our peers. It is indeed amazing to see that how some of the nation’s most cherished offerings are often strewn in its streets – without hype or even heed.
As we headed to the avenue in a rickshaw, I painfully realized the unchecked growth of some parts of my body- thanks to good food and lack of exercise. As I started to feel guilty the unmistakable aroma of the paranthas caught our nose; and all guilt was gone. We had paranthas there but I was also afraid looking at the amount of ghee (clarified butter) being used, as unlike me my foodie-partner was conscious of her health. But to my pleasant surprise, Anita held out her plate for the second time, “Uncle, can I have one more please?” With a broad smile, I whispered to her “Honey, you made my day!”.
Next on list was the Ghantewala (Indian sweet shop) where Anita tried out her favorite pinni (Punjabi sweet made from flour and crushed dry fruits). It was already 10:30am by then and lunch had not been planned. I asked the driver to take us to the Red Fort, from where we went to an old bookshop – the very shop from where I bought all my guide-books for passing the exams! As memories poured in, I couldn’t help but take a detour to my favorite papdi chaat (crispy wafers garnished with potatoes, tomatoes, chickpeas, yogurt and flavored with spices and red & green chutneys) corner. ( I confess being a papdi chaat addict, any suggestion of rehabilitation will be seriously considered).
After ample dosage of the papdi chaat, it was time to head off to South Extension for Bhel Puri (puffed rice dish with potatoes and a tangy tamarind sauce). In my earlier post on marketing, I expressed my interest for new marketing trends. And frankly I get to see most of it at my favorite bhel puri corner. I honestly feel that when it comes to merchandising, listening to customer feedback, customer engagement or innovation the bhel puri stall seems to have mastered every chapter from Philip Kotler. Big corporations, once in a while, need to pay a visit here to hone their marketing skills even at the risk of being humbled.
While having the finger-licking Bhel Puri I wondered about the sheer variety of cuisineIndiahad on offer at its streets. If only we could package them better for selling, the tourism dollars might grow in leaps and bounds. For people who get accustomed to pompous five star food, these simple offerings serve as a reminder of their roots. My recommendation to all such diners would be to go and try out this food for a change. Experience the food you grew up with after you’ve grown up – it is pure bliss.
Readers must be wondering at this point, did I only wonder at the variety ofIndian street food? Isn’t there anything I can do to help promote it? The answer is an emphatic “Yes”. This Christmas Lunch has helped me decide my next endeavor. We will be opening a restaurant and bar in Sydney in September 2010. The bar will feature an eclectic collection of Indian street food in their most authentic form. Why street food? Well, the answer lies in their addictive attraction. The bar would be close to an opium bar in character with an addictive array of mouth watering dim-sums and tangy Indian street food. Much has been said about the BRIC street foods. In my next post, let’s check out some of the fascinating street food from Brazil, Russia and China. Till then, it’s time to realize my Sydney dreams!
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