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Mastering flavour: Celebrated Indian chefs with Michelin stars

The upcoming episode of the cooking-based reality show '<keyword id="448395" type="General" weightage="20" keywordseo="MasterChef-India" source="Orion">MasterChef India</keyword>' features a unique blend of flavours. During the course of the episode, contestant Kriti Dhiman, a 23-year-old home baker from Gobindgarh, Punjab, steals the spotlight with her '<keyword id="19276646" type="General" weightage="20" keywordseo="black-garlic-ice-cream" source="Orion">black garlic ice cream</keyword>.' Kriti chooses her favourite ingredient - dates, and makes it the base for a delectable date pudding. However, the judges throw a curveball at her by asking her to choose one out of three secret ingredients presented by them. She picks black garlic, and transforms her choice into a velvety black garlic ice cream, which leaves all three judges in absolute awe of her culinary brilliance. Chef <keyword id="973254" type="General" weightage="80" keywordseo="ranveer-brar" source="Orion">Ranveer Brar</keyword>, who serves in the judges panel, heaps praise on Kriti's dish. With a resounding bang of his signature spatula, he says: "Swaad Aa Gaya." He goes on to say: "Kriti's creation transcends the ordinary. It's a symphony of flavours that are a pure delight to the taste buds. Her choice to incorporate black garlic into her ice cream is nothing short of mind-blowing. It takes courage to experiment with flavours at this level, and her risk has paid off in the most delicious way possible. This is the kind of innovation that sets MasterChef India's contestants apart." With <keyword id="19276645" type="General" weightage="50" keywordseo="chefs-vikas-khanna" source="Orion">Chefs Vikas Khanna</keyword>, Ranveer Brar, and <keyword id="334991" type="General" weightage="80" keywordseo="pooja-dhingra" source="Orion">Pooja Dhingra</keyword> at the helm, this digital-exclusive season of the cooking based reality show boasts a gastronomic extravaganza. 'MasterChef India' streams on Sony LIV.

The dish that impressed Chef Ranveer Brar is black garlic ice-cream

By Yoshita Singh New York, May 13 () Michelin-Star chef Vikas Khanna, who has successfully distributed four million dry ration meals to the needy across 79 cities in India amidst the COVID-19 crisis, has called for solidarity and unity among the people to defeat the pandemic. Khanna, living in New York City, started an initiative in April to create a supply chain to ensure dry ration is procured and distributed to orphanages, old-age homes and leprosy centers as the coronavirus cases increased in India and the government implemented a lockdown to control the spread of the virus.In less than a month, the 48-year-old world-renowned chef, author and film-maker has been able to procure and distribute landmark four million dry ration meals or more than 3,100 quintals of ration, including rice, lentils and wheat flour, to orphanages and old-age homes and other needy individuals across 79 cities in India.Khanna expressed his deep gratitude to the National Disaster Response Force (NDRF), its Director General Satya Narayan Pradhan and the force's personnel who he says have been working tirelessly on the ground to collect, package and distribute the ration across India."My hope is solidarity. Solidarity is everything. We can beat corona and we should all be united to figure out how to defeat this virus," Khanna told here.He said in the current time of deep suffering, people have to support each other. "I'm focused on ensuring how to reach as many more people as possible to help them in these challenging times," he said."I'm not doing any favour. I'm giving back to my country. Apart from the kitchen, a chef has a huge responsibility and this gave an opportunity to me" to fulfill my responsibility.Khanna recalls that his massive exercise to provide dry ration and meals was triggered by a spam email that he received. The email was accompanied by a picture of an old age home in Vrindavan, Uttar Pradesh, a place Khanna says is very close to his heart. Khanna made a donation through the email but was later made aware that it was spam.However, Khanna realised that places such as old-age homes and orphanages would face difficulty in procuring their ration and food supplies due to the restrictions that had been put in place because of the lockdown."These places usually don't have ration or food supply that can last months and many depend on daily donations," he said.Khanna, who could not travel to India due to COVID19-related international travel restrictions, used social media to convey his message that he is creating a supply chain to help feed millions of people across India and will provide dry ration to old-age homes, orphanages and hospitals.He recalled that he faced challenges as he began coordinating with vendors and suppliers in India to procure and distribute the ration. "I burnt my fingers at the outset," he said adding that he was duped by a supplier in Bangalore who took money from him for the ration but did not supply the goods.The incident left him disheartened and demoralised but his mother motivated him to not let one setback stop him from helping hundreds of thousands of people in need. "My mother said that I burnt my fingers several times during my culinary journey and that I should not let this one incident come in the way of my focus to help others in this difficult time."He was then advised to approach the NDRF to help him in the distribution of the ration. "Everyday I receive images of NDRF personnel, working on the ground and distributing the dry ration across districts, small towns and cities," Khanna said, adding that he could expand the reach of his initiative to many cities due to the efficiency and capability of the specialised force.He said the process grew and now more than 350 people are working on the ground in India to provide ration and meals to those impacted by the COVID19 crisis. "People have been so willing in India to help out those in need."In parallel, Khanna also started 'Indian Culinary Heritage', an effort to help those from whom Khanna learned culinary skills that helped shape his journey as a world-renowned master chef.In one instance, Khanna used social media to locate his "masterchef" Satyam, 72, who had taught him the technique to make 'Dibba Roti', a speciality from Andhra Pradesh. "I learnt the technique of Dibba Roti by watching him years ago. Plz help me reach out to him asap. This is the true heritage of our country and we have to protect these treasures," Khanna had tweeted. He was soon able to locate Satyam and Khanna supplied him with a year's worth of ration, a "Guru Dakshina" to the elderly person.Khanna says it is very important to support people like Satyam, who are treasures of Indian cuisine but are reeling from the impact of the coronavirus crisis. "Right now, in the times of COVID, it seems everything is setting you up for failure. But you can believe in a cause and achieve it." YAS AMS AKJ AMS

COVID-19: Michelin-Star chef Vikas Khanna distributes 4 million dry ration meals across India

<ul><li><keyword id="6357157" type="UNKNOWN" weightage="20" keywordseo="cipla">Cipla</keyword> recently released the second phase of its ongoing campaign, #BerokZindagi that was all about dispelling myths around asthma.</li><li>Going ahead, Cipla's focus will entirely be on driving awareness and empowering patients, not only by educating them but also by equipping them with the required wherewithal for taking care of themselves better.</li><li><keyword id="1217" type="PERSON" weightage="20" keywordseo="Nikhil-Chopra">Nikhil Chopra</keyword>, Executive Vice-President &amp; Head India Business, Cipla Ltd spoke about the brand's marketing strategy and their continuous effort to keep customers at the core of everything it does.</li></ul>India’s home grown drug manufacturer Cipla is on a mission – to open communication about certain conditions, and bust myths around them. Their aim is to help patients understand that despite suffering from a condition like asthma or Benign Prostatic hyperplasia (BPH), it is possible to lead a normal life. As a pharmaceutical company, Indian norms restrict an organization like Cipla to advertise its products. Therefore, the company has been taking an interesting route, of not talking about its offerings directly, but rather about some of the conditions that its products treats, in order to raise awareness and educate consumers. Cipla’s ongoing campaign, #BerokZindagi was all about dispelling myths around asthma. In its second phase, the campaign was well-timed, right after smog engulfed the national capital after Diwali. The latest digital campaign #InhalersHainSahi that featured actor <keyword id="133292" type="PERSON" weightage="20" keywordseo="Radhika-Apte">Radhika Apte</keyword> and other celebrities like chef <keyword id="706947" type="PERSON" weightage="20" keywordseo="Vikas-Khanna">Vikas Khanna</keyword>, Badminton player <keyword id="305301" type="PERSON" weightage="20" keywordseo="Parupalli-Kashyap">Parupalli Kashyap</keyword> and digital influencer <keyword id="8442737" type="UNKNOWN" weightage="20" keywordseo="shristi-dixit">Shristi Dixit</keyword> was all about discouraging biases about asthma and its associated treatment. We recently caught up with Nikhil Chopra, Executive Vice-President &amp; Head India Business, Cipla Ltd who spoke not just about the recent campaign, but about the organization’s overall marketing strategy and how every bit of communication coming out of Cipla keeps the consumer at its centre. Edited excerpts: Q) You launched the #BerokZindagi campaign just after Diwali. Was the timing of the campaign strategic? The timing of the launch was indeed planned to coincide with a period when people with asthma have the most intense need for reassurance about treatment choices, and more importantly, the encouragement to opt for the appropriate therapy to avoid suffering that can easily be overcome. Diwali is not only marked with excessive pollution which is dangerous for patients with asthma but it is also timed at the turn of season which often tends to exacerbate breathing problem. Hence, to answer your question, yes, our teams have put in much thought and consideration into the timing of the campaign but we were definitely not counting on such severe levels of pollution in Delhi making headlines this year. <keyword id="8442736" type="UNKNOWN" weightage="20" keywordseo="berok-zindagi">Berok Zindagi</keyword> is centered on the core principle of driving awareness about asthma, breaking the taboos and misconceptions surrounding it and getting people to say yes to inhalation therapy which is effective and accepted worldwide as one of the safest ways to treat asthma. Berok Zindagi’s message this year through #InhalersHainSahi is about discouraging biases about asthma and its associated treatment. Inhalers neither stunt growth in children nor are addictive. We also take the social stigma attached to asthma and the use of inhalers head-on in our campaign. There is no shame in following a doctor-recommended practice (regular use of inhalers) to live a full life free of barriers. Q) Last year you roped in <keyword id="1655" type="PERSON" weightage="20" keywordseo="Priyanka-Chopra">Priyanka Chopra</keyword> for the first phase of the campaign. What was the reception to it? Were you able to bust some of the myths around asthma? Yes. Our success last year was very encouraging and it has assured us that we are on the right path. As a matter of fact, our research showed us 14% increase in the acceptance of inhalers. In the previous year, we used a widely known face who understood asthma, having suffered from the condition herself. Given her wide appeal, we managed to get uncountable people to come forth and talk about their experiences with asthma without any fear of judgement or stigma. For us, this marked a real shift in people’s conduct towards asthma. This time, we have adopted a newer format of communicating the message. The digital film for #InhalersHainSahi begins with Radhika Apte starting a conversation on facts and misinformed beliefs about asthma. Radhika represents and directly connects with every such person who is not affected by the disease but cares about those who are. On the other hand, popular and successful individuals from different fields who have suffered through and conquered asthma engage with the audience and inspire asthmatics to not only say yes to the right treatment, but also to a life without any boundaries.Celebrities like Michelin award winning chef, Vikas Khanna; Arjuna awardee Badminton player, Parupalli Kashyap and a widely successful Digital influencer, Shristi Dixit help convey that misguided beliefs about asthma should be the last thing to restrict people from adopting inhalers. People connect with them and having known-faces from 4 different fields in the digital film help us reach out to a wider range of audiences. Q) Considering direct advertising is not allowed for pharma companies in India, what are you trying to achieve through your communication? For us at Cipla, the patient is at the core of whatever we do. Our endeavour is to go beyond the pill and help patients to the best of our abilities, even by empowering them to stay healthy. As a pharmaceutical company, in line with established Indian norms, we do not advertise our products. Our narrative is on helping patients become aware. As a leading player in the respiratory segment, it is important that we take it upon ourselves to take the stigma and the myths that exist in the category today that is coming in the way of a patient living a free life. Berok Zindagi is our attempt to do just that – inform the patient, help him/her by busting myths and helping patients live freely. Q) Is Digital the most important medium for you currently? As of now, we have released the digital leg of Berok Zindagi with an online film for #InhalersHainSahi on social media. However, a multi-media approach is planned, which will utilize several other platforms over the upcoming months. Digital is very important for us mostly because of the sheer flexibility of formats that it offers for communicating a message. A separate TVC has been launched too. Besides that, other amplifications have been planned over time. TV continues to be an important medium due to its mass reach. Notwithstanding, digital’s massive traction is progressively increasing. Hence, though traditional methods like engaging with people through TV remains imperative, given its wide reach and continuing popularity in India, to connect with all our target groups, marketing has to include new-age mediums like the digital platforms. In fact, this year, we first launched the digital piece with the influencers. Our intent this time is to reach people with asthma and also those who have an impact on their lives, irrespective of whether they suffer from the condition or not. The aim is to change people’s mindset and help them make the right decision for themselves and their loved ones. As a result, our focus also remains on reaching out to every person possible through every pattern and medium of content consumption. Q) Will your marketing strategy continue to be picking up a particular disease/condition and talking about it through influencers/brand ambassadors/actors? Not necessarily. The campaigns and initiatives driven by the India Business have different approaches, but the intention behind these is more or less the same. Our efforts are focussed on driving awareness about a disease, getting people to engage with the information, encourage them to take necessary actions for appropriate treatment and even foster the prevention of deterioration. This pro-patient approach and intent remains constant across therapies, be it cardiovascular, urology or respiratory. For instance, we are driving a massive effort for a urological condition called Benign Prostatic hyperplasia (BPH) through an initiative called What a Relief. BPH can cause bladder, urinary tract or kidney problems and is a common cause of lowered quality of life amongst men aged 40 and above. In fact, 2 out of every 3 Indian men in this age group have moderate-severe LUTS (Lower urinary tract symptoms) due to BPH. The ‘What a Relief’ platform equips patients with all the tools required to lead an uninterrupted life. The services are found in-clinic and also on the go to help people access necessary facilities, like physicians and washrooms. It's our attempt to provide relief, and our entire campaign in the end is about relief. In the end, no matter what the condition, the point is to help patients make the choice that will help them in living a better life. Q) Going ahead what will be your broad marketing strategy? For our future plans, our focus will entirely be on driving awareness and empowering patients, not only by educating them but also by equipping them with the required wherewithal for taking care of themselves better. This is through quicker diagnosis and better disease management. The point is to make strategic choices to increase our interface and engagement with the patients, to help them accept a health problem and make appropriate decisions for it. Berok Zindagi has engaged with and spoken to millions of people across India- patients, their loved ones and even the doctors. Earlier this year, we announced a partnership with Wellthy Therapeutics to offer a combination of pharmacotherapy and digital therapeutics for improved patient outcomes in the chronic therapies of diabetology and cardiology through a multi-lingual clinically-validated digital disease management platform for patients living with diabetes or cardiovascular diseases. The platform brings together behavioural science, real world clinical evidence and artificial intelligence to provide real time monitoring, coaching and advice to patients, and virtual clinical assistance to doctors. While this is a business move, it’s a strategically aligned with the patient-centric approach of the marketing team for engaging and interacting. I also mentioned What a Relief. That is entirely conceptualized by the India Business and Marketing.The digital outreach program dovetailing to the ‘What a Relief’ platform is expected to have an estimated reach of 20 million consumers and caregivers. It entails sizeable investments to support better diagnosis and treatments. Through this mass awareness drive, we intend to create resonance with symptomatic BPH patients and caregivers with an effective call to action to speak to the nearest specialist. The online platform will combine end to end solutions for BPH, few of them which will be activated in due course are Booking an online appointment through the platform, digital coupons for diagnostic support and chemist geotagging (10k across India) to reach out to the nearby pharmacy to avail the prescribed medication. Going beyond the pill to empower the patient is something we will continue to do.

How Cipla is going beyond the pill to empower patients’ lives, one campaign at a time

In a bid to attract the middle class Indian who thinks twice before splurging on a costly meal, quick service restaurants had introduced entry-level prices and value meals for less than Rs 50. However, it didn’t get them much crowd, as a result of which, they are now going premium, so that they can bring in elite food lovers. 
 
McDonald's India, for example, has pitched itself as a mass-priced brand for over two decades now, but it has now launched its most expensive burger yet, the Maharaja Mac at Rs 145. Similarly, Dunkin' Donuts would soon be launching specialised coffees. Domino's Pizza tied up with celebrity chef Vikas Khanna last year in a bid to introduce European-styled pizzas and snacks which were priced upwards of Rs 250. Starting next month, the US burger chain Wendy's would be adding beer, wine and premium coffee to its Indian menu. 
 
"QSR was all about operations. Now, it is going back to being restaurants that offer customised and premium products," Jasper Reid, a director of the holding companies of Wendy's and Jamie's Italian in India, told ET. 
 
As per an internal study which was conducted by McDonald's last year, consumers now prefer products that are 'premium and satiating,’ which is why the world's largest restaurant chain saw a 10% jump from 2012 to 2015 in the premium offerings that it offered to young consumers in India. 
 
<a href="http://www.mcdonaldsindia.net/maharaja-mac.aspx">Image source</a>

Quick service restaurants go premium in India, launch costlier products for better sales

If you want to know India better, you ought to taste the variety of foods the country offers. This belief is being taken too seriously by Prime Minister Narendra Modi, and it shows. The dinner table at the Waldorf Astoria in New York, meant to discuss business with global companies worth $4 trillion on it, would also become a feasting ground. 
 
As the four-time Michelin-starred Chef Vikas Khanna prepares to cook an all organic 6-7 course meal this evening, the feast would cover most parts of India with unique and special offerings. 
 
The new age and fine dining avatar of Indian cuisine would cover 30-plus festival foods in India. As they say, from Kashmir to Kanya Kumari and Meghalaya to Gujarat, the menu of Modi’s dinner would include Sandalwood Saffron Sherbet, Pomegranate Sangria With Tandoori Pineapple, Paneer Ravioli, Thandai Chicken, Mizoram Black Rice Khichdi, Saffron Sheermal, Mango-Ginger Soup and Coconut Rice Creme Brulee. 
 
The chef has admitted that the magic he would create today is only because of his grandmother in Amritsar who taught him how to cook. 
 
While Khanna remained unavailable for comment, his representative Deepika Bansal said that he was "proud and humble to get the opportunity". 
 
This gastronomic sojourn is set to break the glass ceiling of investments, because ‘Modi means business.’ With CEOs of Ford, Lockheed Martin, Citigroup, Dupont, Goldman Sachs, BlackStone, Boeing, Cargill, Starwood, Paypal and IBM feasting on the Indian food, Modi would surely get some positive nods from them, thanks to Indian food. 
 
(Image: Event Combo)

It's not Modi but Indian food that will ‘bridge the gap’ with global CEOs in the US tonight

<a href="http://www.businessinsider.in/searchresult.cms?query=Prime+Minister+Narendra+Modi+">Prime Minister Narendra Modi</a> will try to woo chief executives of more than 35 companies, including <a href="http://www.businessinsider.in/searchresult.cms?query=Ford+Motors">Ford Motors</a>, Lockheed Martin, <keyword id="10875" type="CITY" weightage="60" keywordseo="IBM">IBM</keyword>, <keyword id="54572" type="CITY" weightage="100" keywordseo="PepsiCo">PepsiCo</keyword>, Du Pont, Merck &amp;Co, <keyword id="104695" type="CITY" weightage="60" keywordseo="Qualcomm">Qualcomm</keyword> Inc, and <keyword id="120127" type="COMPANY" weightage="80" keywordseo="Abbott-Laboratories">Abbott Laboratories</keyword>, in <keyword id="6355838" type="COMPANY" weightage="60" keywordseo="New-York">New York</keyword> later this month. 
 
On September 24, Modi will try to convince these top global CEOs to make investment in India, pushing forward his <a href="http://www.businessinsider.in/searchresult.cms?query=%27Make+in+India%27+">'Make in India'</a> agenda. 
 Modi, who met captains of <keyword id="46431" type="CITY" weightage="100" keywordseo="India-Inc">India Inc</keyword> last week and asked them to step up investments, will attempt to sell his government's dedicated <a href="http://www.businessinsider.in/searchresult.cms?query=manufacturing+">manufacturing</a> initiative to foreign companies during his US trip next week. 
 
The idea behind the <a href="http://www.businessinsider.in/searchresult.cms?query=New+York+">New York</a> interaction with CEOs is to understand what policy initiatives should the country take up to become the most favoured global destination for investment, an official said. 
 
"A free flow discussion will be held to see what can be done to make India part of the global supply chain and to further open up the foreign direct investment regime," a person familiar with the development said. 
 
The focus of the meeting would be on growth, manufacturing, design and innovation under the ‘Make in India’ plank. A gastronomical treat also awaits these CEOs, who would be served a specially prepared Indian meal by Michelin 4 Star chef Vikas Khanna. 
 The interactive session would be moderated by <keyword id="567643" type="PERSON" weightage="40" keywordseo="Alan-Murray">Alan Murray</keyword>, editor of Fortune magazine. 
 
(Image: Reuters)

You Searched For "chefs vikas khanna" and got 7 results

Mastering flavour: Celebrated Indian chefs with Michelin stars

Kapil Yadav

The dish that impressed Chef Ranveer Brar is black garlic ice-cream

IANS

COVID-19: Michelin-Star chef Vikas Khanna distributes 4 million dry ration meals across India

PTI

How Cipla is going beyond the pill to empower patients’ lives, one campaign at a time

Samarpita Banerjee

Quick service restaurants go premium in India, launch costlier products for better sales

BI India Bureau

It's not Modi but Indian food that will ‘bridge the gap’ with global CEOs in the US tonight

Suchayan Mandal

Over 35 top US CEOs will be meeting PM Modi in New York

BI India Bureau

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