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Finger-licking biryani becomes new pizza for millennials (IANS Special)

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By Radhika Parashar
New Delhi, March 4 (IANS) At a time when online food ordering has become the new normal for millennials and working couples, piping hot biryani has come out of the oven in a big way, emerging as the most-loved comfort food across Metros and suburbs in the country.

Like the way pizza and burger orders flourished, online food delivery platforms have now crowned biryani as the king of most-craved dishes.

“Compared to 2017, there was a whopping 681 per cent increase in biryani orders on Swiggy in 2018 — that is one biryani ordered every 3.5 seconds,” the online food delivery platform told IANS.

While pizzas, burgers and cakes were the most searched food items last year, chicken biryani remained the most ordered dish during festivals, lunches, dinners, snack time and late-night slots across the country.

Witnessing the growing demand, opening a biryani house is one of the top choices for entrepreneurs who wish to invest in food start-ups.

Often priced by the kilo, the delicacy is served by big hotel chains, quick-serve restaurants (QSRs), Cloud kitchens as well as take-away joints — categorised in over 10 regional variations and the most popular ones being Hyderabadi, Lucknowi, Calcutta, Malabari, Bombay, Awadhi and Tehari.

According to Sagar Kochhar, Chief Marketing Officer (CMO), Rebel Foods which is the parent company of Behrouz — India’s largest online biryani brand — biryani consumers have become a lot more extreme in terms of preferences.

“They want to indulge in great food experiences and they do not eat just with the purpose of filling their bellies,” Kochhar told IANS.

Since hot and fresh biryanis come in larger quantities, it is often ordered in bulk at workplaces, parties and events as a total value-for-money cuisine.

“Biryani, influenced by the Persian culture, allows people to indulge in gastronomy to savour the relationship between food and culture,” Kochhar added.

With consistent yet versatile cooking techniques and personalised presentations, the convenience of online food ordering mediums have filled in the blank that once lay in between street-side biryani places and home-cooked options, with several new choices.

“Biryani has got momentum with the mushrooming of online platforms and with millennials consuming it the most.

“Biryani is also region-specific and a Bengali will prefer Kolkata biryani and a Tamilian will go for Chennai-type biryani. We are devising new marketing strategies to attract millennials via Facebook and Instagram, etc,” K. Umamaheswaran, Founder of Kolkata Biryani House which has branches in Delhi-NCR, told IANS.

Hyderabad retains its position as the biryani capital of India. Food lovers in India even declared October 28 as the “National Biryani Day” last year by placing highest number of orders (on Swiggy) for the dish that day.

According to Sandeep Anand, Chief Marketing Officer (CMO) of Zomato, biryani orders have increased more than 10 times on the platform.

“Chicken biryani has been the most-ordered dish on our platform for two straight years. The numbers are destined to only grow further with more and more biryani outlets opening-up with interesting innovations to the dish,” Anand noted.

However, unlike famous pizza, burger and cake brands with pan-India presence, there are not many biryani brands yet which could be recognised as national biryani serving brands.

Nonetheless, several popular online brands like Behrouz, Biryani By Kilo, Biryani Blues and others are busy serving the palate and taking the legendary mouth-watering dish — once limited to a few known restaurants — right at your doorstep.

(Radhika Parashar can be contacted at [email protected])

–IANS
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Dr. Abhishek Verma Dedicates a Shelter in Memory of His Mother, Veena Verma, at KGMU; Inaugurated by Daughter Nicolle Verma

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World-renowned business tycoon Dr. Abhishek Verma has supported Foodman Vishal Singh’s Hunger-Free World mission. In memory of his mother, Late Veena Verma, who was a 3 term Rajya Sabha MP.

Dr. Verma dedicated a state-of-the-art free permanent shelter for the attendants of patients at KGMU Medical University, Lucknow, under the aegis of Vijay Shree Foundation. His daughter, Nicolle Verma, inaugurated the shelter.

During the event, Foodman Vishal Singh honored Nicolle Verma by presenting her with a memento. Mrs. Nidhi Sharma and Avantika Yadav, associated with the organization, welcomed her with garlands. Following this, Nicolle Verma distributed essential items to the attendants and also handed out fruits. She became emotional remembering her grandmother on her birth anniversary.

On this occasion, she also inaugurated the “Veena Verma Sevalaya” in memory of her grandmother, Veena Verma, to serve the attendants. She expressed, “I feel proud that my family is engaged in nation-building as well as social service. Today, in collaboration with Vijay Shree Foundation founder Foodman Vishal Singh Ji, I feel immensely proud to dedicate this shelter for the poor, helpless, and needy attendants of patients battling serious illnesses like cancer. I am honored to be associated with the Hunger-Free World Mission for humanity.”

Inspired by the continuous humanitarian service provided by Vijay Shree Foundation over the past 17 years, Nicolle Verma donated 10 lakh rupees to support the cause. The purpose of this donation is to ensure that services continue for the needy attendants of patients suffering from severe illnesses in hospitals, as facilitated by Foodman Vishal Singh.

It is noteworthy that Dr. Abhishek Verma’s family has a legacy of public and philanthropic service. They are helping millions to carry forward the values and service work of their parents. On the occasion of his mother’s birth anniversary, Dr. Abhishek Verma dedicated this state-of-the-art permanent shelter at Lucknow Medical College to serve the attendants of patients through the Vijay Shree Foundation.

Supporting Foodman Vishal Singh’s Hunger-Free World mission, Dr. Abhishek Verma assured that he would continually support keeping this flame of humanity alive. He also promised to assist in providing medicines to the helpless patients.

Continuing her grandmother’s legacy of service, Nicolle Verma personally served food to the needy patients and attendants. She said, “It is our good fortune to have received the joy of doing this noble work today through Foodman Vishal Singh. I have taken another step forward in carrying my family’s values and cooperation by joining hands with the Vijay Shree Foundation. My father taught me to serve and help the needy, and I feel happy when I bring a smile to someone’s face.”

On the birth anniversary of the late Veena Verma, the event organizer, Vijay Shree Foundation founder Foodman Vishal Singh, said, “We feel proud and happy that Dr. Abhishek Verma, a globally renowned business tycoon, has extended his support to uplift our country from the hunger index. Today, on his mother’s birth anniversary, he inaugurated a state-of-the-art permanent shelter at Lucknow Medical College, which will always be helpful for the needy attendants of patients. It is a pleasure for me and the organization to receive the affection of Mr. Verma.”

The event was attended by General Manager Verma Family Office Hemant Garg, Sonu Rajput, and the organization’s volunteers, including Sandeep Singh, Parmeshwar Ji, Prashant Rao Gautam, Balram Singh, Ramesh Chaudhary, Suman, Jeetu, Anil, Suraj, Vinay, Manish Bhadauria, Manas Mehrotra, Vivek, Apurv, Happy, and others.

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