<ul><li>We are living in the age of information where ‘data is the new oil’. </li><li> However, if this ‘oil’ is not leveraged correctly, it also does the job of ‘adding fuel to the fire’ </li><li>So, <keyword id="2878094" type="PERSON" weightage="20" keywordseo="Gaurav-Patra">Gaurav Patra</keyword>, Founder, <keyword id="10777488" type="UNKNOWN" weightage="20" keywordseo="value360-communications">Value360 Communications</keyword> shares a few ways in which one PR can work around these bottlenecks to ensure reaping only the benefits of information instead of being deterred by Infodemic? </li></ul>2020 witnessed a lot of unprecedented situations across the length and breadth of the world.Apart from enduring a pandemic for the first time in the lives of majority of the world population, people slowly started getting accustomed to a multitude of “new normal”, ranging from experiences, lifestyles and even the addition of words to the dictionary! Just when the world was grappling with newer concepts and terms like ‘pandemic’, ‘social distancing’, and ‘quarantining’, that were primarily unheard or at least lesser heard of, the world was exposed to a new term “Infodemic”. According to the dictionary by the renowned publishing house, <a href="https://www.merriam-webster.com/words-at-play/words-were-watching-infodemic-meaning#:~:text=Infodemic%20was%20coined%20in%202003,anyone%20wants%20them%20to%20be.">Merriam Webster</a>“Infodemic is a blend of ‘information’ and ‘epidemic’ that typically refers to a rapid and far-reaching spread of both accurate and inaccurate information about something, such as a disease. As facts, rumours, and fears mix and disperse, it becomes difficult to learn essential information about an issue.” The term Infodemic was coined in 2003 in a Washington Post column by David Rothkopf. Not surprisingly, the term made a comeback during Covid-19 when people were experiencing a never-before illness of global proportions and were searching for answers across all quarters. To make matters worse, ease of accessibility to data and information via internet led to the Infodemic spreading like wildfire across social media platforms, to the extent that the World Health Organisation had to implement a strategy to deal with this challenge. <cmsannotation type="cmsannotation" annotationid="The counter effects of Infodemic" text="The counter effects of Infodemic">The counter effects of Infodemic</cmsannotation> “We’re not just fighting an epidemic; we’re fighting an infodemic,” said TedrosAdhanom Ghebreyesus, Director-General of the World Health Organization (WHO) at a gathering of foreign policy and security experts. As the name suggests, the Infodemic referred to, in this context, was the plethora of information available, unofficially, to the general public about the pandemic. There were a variety of theories floating around the pandemic and causing chaos in the minds of the naïve consumers of that information, at a time when an official and direct line of communication was required to assuage the already existing panic. Social media became the most popular channel to spread misinformation, distorted facts and absolutely baseless information, akin to a modern-day Chinese Whisper. Clearly, this added to the pandemonium of pre-existing fears and notions, with everybody giving their own spin each time information was exchanged. The focus suddenly shifted from providing an effective solution to the challenge of spending time, energy, money and efforts to demystifying the myths created. There was a general sense of distrust and impatience among the world owing to the barrage of information coming their way, only to be dispelled as a myth or gossip. <cmsannotation type="cmsannotation" annotationid="PR in the age of Infodemic" text="PR in the age of Infodemic">PR in the age of Infodemic</cmsannotation> <keyword id="255227" type="ORGANIZATION" weightage="20" keywordseo="Public-Relations">Public Relations</keyword> (PR) as well as Marketing, at the end of the day, is driven by information. It involves information seeding through various strategies, tools and approaches to create the desired positioning for a product/service, management and the overall, brand. Today the target audience is not bifurcated as per geographies anymore. On the contrary, there is a scope of establishing a direct outreach and communication to a much larger audience. It must be noted that while a large section of the population is accessible through common social and digital platforms, their tastes and preferences could be as different as chalk and cheese. Here comes the role of technology where Artificial Intelligence helps brands and PR consultants map audience preferences to customise solutions for them. These platforms also provide an avenue for brands to receive direct feedback and improve its solutions to cater to these new age customers. PR can drive engaging campaigns across these platforms to increase the brands’ visibility, break through the clutter of noise from competing brands and eventually enhancing the brand recall in the minds of the existing as well as potential customers. <cmsannotation type="cmsannotation" annotationid="The pitfalls" text="The pitfalls">The pitfalls</cmsannotation> We are living in the age of information where ‘data is the new oil’. However, if this ‘oil’ is not leveraged correctly, it also does the job of ‘adding fuel to the fire’. Simply put, like two sides of a coin, information is not independent of its own demerits when it takes the form of distorted information or misinformation. While information has empowered us to scale greater heights, break boundaries and evolve, its incorrect use can lead to the exact opposite. Today, information has percolated to all levels with the availability of smartphones and affordable data packages. On the positive side, information in digital and social times, is erasing boundaries and even altering the concept of time-based (unlike newspapers or pre-determined TV show slots). While this is the ‘Dr. Jekyll’ side of having access to information, the ‘Mr. Hyde’ perspective of information ensures it spreads across the same plane at the same speed, if not swifter, especially when it’s incorrect or malicious. This is especially detrimental for brands when a negative review/news or a half-baked or incorrect news snowballs into a collective problem for a much larger audience. This could even lead to a mass negative perception building. Additionally, the audience has direct access to brands and its management to air out concerns. It is also imperative to note that the digital and social media platforms serving as a repository of information around the clock. Not only is information available at all hours but it is also considered to leave a permanent impression as it can be retrieved any number of times in the future through the click of a button. This imposes a very different kind of challenge to public relations in the age of information in order to position a brand in the desired manner. <cmsannotation type="cmsannotation" annotationid="The way ahead..." text="The way ahead...">The way ahead...</cmsannotation> So, how does PR work around these bottlenecks to ensure reaping only the benefits of information instead of being deterred by Infodemic? First and foremost, PR should continuously ensure a steady flow of communication on key corporate engagements, so as to not leave a window for speculative or counter-productive newsflow. Brands should be visible on both online and offline platforms at intervals which are not considered as bombarding the target audience with unsolicited information. In the event of a misinformation or adverse news doing the rounds on a large scale, it should be addressed directly by the management to assuage detrimental sentiments and give them a sense of assurance. Even if the negative news is true, it should be addressed directly instead of beating about the bush. This makes the audience is far more understanding and cooperative about the matter at hand. There should not be any delays in communicating as it may be perceived as evading the issue. In case the source can be located, a statement should be issued immediately carrying the views of the brand. Content strategy would play a key role in the age of Infodemic. Strategies should be flexible, yet yield appropriate results. Brands should hold live interactions with audience from time to time to gauge gaps and provide solutions for the same. In case there is an old content that is relevant to the present times, it could be refurbished to address the current needs. There could be lighter moments with contests that increases audience engagement with the brand, acts as a positive reinforcement and at a deeper level, instils a sense of brand loyalty. PR should also involve influencer marketing to get people to actually ‘listen’ in the information clutter, create relatability and eventually, lead to conversions. Brands should create content and host awareness drives to educate consumers and demystify myths proactively, in order to avoid grapevines. It should be noted that while social media amplifies negative information, it does the same for positive information seeding as well, which should be an assurance to brand managers and PR consultants. At the end of the day, it all boils down to which side of data does one choose to be in…

PR in the age of infodemic

<ul><li>Gaurav Patra, Founder, <keyword id="9175088" type="UNKNOWN" weightage="20" keywordseo="value360-communication">Value360 Communication</keyword> pens down a few reasons why marketers are choosing to focus on <keyword id="557554" type="PERSON" weightage="20" keywordseo="CSR-activities">CSR activities</keyword> right now. </li><li>He further writes how, through the right channel, together - one voice, we can safeguard our nation and help fight this global pandemic.</li></ul>In recent times, CSR has become an integral part of any company’s business strategy. It comprehends various ways in which businesses can have a positive impact by showcasing its commitment towards economic and social development. Over the last few years, we have seen the rise in marketers’ focus towards <keyword id="113603" type="ORGANIZATION" weightage="20" keywordseo="corporate-social-responsibility">corporate social responsibility</keyword>. Companies like Google, Microsoft, Disney, ITC, have set an example exhibiting their commitment towards environmental sustainability and diversity. Under the Companies law, “Certain classes of profitable entities have to shell out at least 2 per cent of their three-year annual net profit towards <a href="https://auto.economictimes.indiatimes.com/tag/corporate+social+responsibility">Corporate Social Responsibility</a> (CSR) activities in a particular financial year”. As the Covid 19 outbreak continues across the globe, the significant economic slowdown has already been observed worldwide, which has impacted most of the industries. However, it’s encouraging to see that even in the midst of such challenging times, companies and marketers are coming forward and pivoting strategy to support the society. In view of the spread of Coronavirus in India and its declaration by WHO as pandemic, Government of India also announced the spending of funds for the relief of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">Covid-19</keyword>, as a part of CSR activity. In this hour of global crisis, various marketers are stepping up and aligning their strategy in line with the announcement made by the government. Brands should take this as an opportunity to look inward and be as resourceful as possible towards the cause. Many companies and businesses are donating certain amounts to the “PM Cares Fund” formed by the Government of India, while others focus on facilitating vital necessities like masks, sanitizers, gloves, medicines, food to the underprivileged, health institutions, hospitals, etc. Marketers and brands are also committing a certain portion of their CSR funds towards Covid Fund. They are also placing health check-up camps in tier 2 cities in order to help migrants get tested first hand. Few brands have also come forward to manufacture ventilators, sanitizers, thermal testers, drones lending assistance to the government in combating this pandemic situation. While the whole nation is under lockdown for 21 days, brands are focusing on newer ways to contribute towards the society in the current scenario. With the ongoing situation, it is important for the marketers to channelize their approach with creative campaigns to create awareness amongst the individuals on social distancing and safeguarding themselves in order to fight the crisis, emphasizing the importance of staying indoors. Where several companies have launched their digital campaigns on social media like #SafeHandsChallenge, #NamasteKaro, backing the government towards social distancing, it is also important to educate and create awareness amongst the migrant laborers and underserved section of the society about the current crisis and the precautionary measures to be taken care of. The above mentioned cases show how some companies are channelizing the work of public bodies while others are filling the gaps of the supply chain that was getting adversely affected due to the lockdown. Given the scale and urgency of the situation, brands should co-create their solutions as an effective response to covid 19 outbreak. Together, through the right channel, one voice, we can safeguard our nation and help fight this global pandemic. - By Gaurav Patra, Founder, Value360 Communication

How marketers are now focusing on CSR in current COVID-19 situation

<ul><li>In the last 22 months, the pandemic has resulted in a significant change in the size, availability, and profile of the digital audience, bringing in people who were previously only accessible offline. This has also led to marketing undergoing a big pivot.</li><li>Gaurav Patra, Founder &amp; Director, Value 360 Communications writes how technology is changing, and enhancing the marketing landscape.</li></ul>The pandemic told us what we already knew, that is, businesses must communicate with a local focus and, in exact terms, target specific consumers based on their situation and relevance. This requires a thorough grasp of the situation on the ground, country by country, state by state, and place by place code. It may also involve personalizing messages. Beyond location, it is discovered that <keyword id="1194730" type="General" weightage="20" keywordseo="marketing-communications" source="Orion">marketing communications</keyword> must be personalized, based on customers’ values and needs, rather than demographics like age and gender. Managing marketing communications As one might imagine, there has been a surge in online content consumption platforms as a result of this shift in attention toward all things digital. The online platforms are growing to stay up with new competitors and user demand. With the introduction of lockdown, the size, availability, and profile of the digital audience has significantly changed, bringing in people who were previously only accessible offline. Not only that, but it has also altered their attitudes, expectations, content consumption, and how they expect to be treated as consumers. Brands that did it right, paid attention to their employees and customers, and acted accordingly. For some businesses, this resulted in a significant shift in strategy and/or reorganization. Others needed to fine-tune an established plan. For example, <keyword id="12946499" type="General" weightage="20" keywordseo="alessandra-bellini" source="Orion">Alessandra Bellini</keyword>, <a href="https://www.clearb2b.com/news-views/Evolvingyourmarketingstrategyforapostpandemicworld">Chief Customer Officer for Tesco (UK supermarket chain), explained</a>: "We didn't have to change or pivot. We had to be really at our best to listen to our customers every day… we were going out to stores, to the pickers and the depot, talking to the staff and customers in real-time in order to understand what we needed to do in terms of a central perspective." <keyword id="6398216" type="General" weightage="20" keywordseo="tesco" source="Orion">Tesco</keyword> defined four important principles that will guide its marketing communications strategy after careful listening: safety, food, and support for employees and communities. Technology has undoubtedly changed the marketing profession in numerous ways. The three ways below are among the most notable ones. Virtual events One of the most notable outcomes of the pandemic is the rapid emergence and success of virtual events, which allowed businesses and event organizers to stage events without having to drastically limit their offerings. Virtual breakout rooms are available for participants to connect and network, and marketers could set up virtual stands and communicate with potential customers in a meaningful way. Small and intimate seminars have been substituted for webinars, in addition to leveraging technology to duplicate larger events. Webinars aren't really 'new,' but they've emerged as B2B and B2C brands' go-to thought leadership – and lead-generation – tool. The obvious advantage of a virtual event is that it requires less time out of people's busy schedules. Attending virtual events can be more convenient, less time-consuming, and cost-effective. <ul><li>Search Ad Spending </li></ul>If there is one indicator of <keyword id="618493" type="General" weightage="20" keywordseo="digital-marketing" source="Orion">digital marketing</keyword>'s superiority over traditional marketing, it's where the ad spending is going. For the first time in 2019, digital ad spend topped traditional marketing, and the trend has continued since then. Meanwhile, digital ad spending has been steadily increasing year-on-year, ranging from <a href="https://hummingbird-creative.com/whats-in-a-marketing-budget-past-present-and-future/">8.2% to 15.1%</a>. Despite early reluctance to invest following the outbreak of the pandemic, digital ad spending grew by 14.3% between June 2020 and February 2021, one of the greatest six-month rises ever. In the future, digital commercials will be the dominant way of marketing for organizations of all kinds, with traditional advertisements, while still relevant, dwindling in relevance. <ul><li>Marketing localization </li></ul>With people moving towards the suburbs and rural areas due to work from home post pandemic, localized marketing will become more important. <a href="https://business.twitter.com/en/blog/trends-change-marketing-after-covid.html">According to Accenture</a>, two-thirds of consumers prefer to shop in local retailers and/or buy more locally sourced products. In order for brands to enhance their connection with their audiences, localized content and customization should be more vital than ever. Adapting to the New Normal With online marketing, a business can revamp its communication strategy. The earlier communication technique used may no longer be appropriate if people's priorities and schedules change. It's a good thought to reconsider the mails sent out, the material provided, and the overall approach toward consumers. This could involve completely overhauling the content calendar or putting some blog posts on hold in order to focus on articles that address doubts, anxieties, and questions about the current situation. This also implies that brand managers should devote time to getting to know their post-COVID-19 clients. Sending out an email survey with questions about their present priorities, pain areas, and desires is one approach to do this. They need to be simple to respond to (multiple choice or a point on a scale), but it is advisable to leave some questions open-ended because one might learn a few interesting facts about clients this way.

How technology has changed the marketing landscape

<img class="gwt-Image" src="/photo/49671770.cms" style="width: 800px; height: 600px;" /> When the country is experiencing an entrepreneurship boom in the market, for big industry tycoons if there is a perfect time to invest in <keyword id="428085" type="UNKNOWN" weightage="100" keywordseo="start-ups">start-ups</keyword>, it is now. With start-ups going on a crazy funding spree, <a href="http://www.businessinsider.in/If-you-want-Ratan-Tata-to-invest-in-your-start-up-just-ask-him-Your-wish-might-just-get-answered/articleshow/47551786.cms">Ratan Tata stands out as the most important investor</a>, saving many just when their bank balance was down to the last few zeroes.
	 
	
		From ecommerce to auto, Tata’s investment portfolio is as varied as it can get. There cannot be a better way to spend your retirement. <a href="http://www.businessinsider.in/Know-whats-keeping-Ratan-Tata-busy-and-happy-post-retirement/articleshow/47721497.cms">After his retirement</a>, he said young innovators should be encouraged and he stands true to his words. The list is becoming longer, with investments in 10 start-ups in this year alone.
	 
	
		Here’s a complete guide to the start-ups who went on to become some of the greatest in the space after his investments.
	 
	
		<img class="gwt-Image" src="/photo/49671963.cms" style="width: 800px; height: 600px;" /> 
		 
		1. Altaeros Energies- Boston-based Altaeros was founded in 2010 at the Massachusetts Institute of Technology (MIT) to commercialise the world's first airborne wind turbine. Operating up to 2,000 feet (600 metres) above ground, the Altaeros BAT generates over twice the energy of similarly-sized tower mounted wind turbines.
	 
	
		When: Early 2014
	
		 
		<img class="gwt-Image" src="/photo/49672003.cms" style="width: 800px; height: 600px;" /> 
		 
	
		2. <keyword id="541988" type="COMPANY" weightage="100" keywordseo="SnapDeal">Snapdeal</keyword>- Snapdeal got its funding from Tata when their bank balance was down to the last $100,000. Tata is believed to have invested less than Rs 5 crore, buying 256 shares from Snapdeal's angel investors including Kenneth Glass
	 
	
		When: August 2014.
	
		 
		<img class="gwt-Image" src="/photo/49671965.cms" style="width: 800px; height: 600px;" /> 
		 
	
		3. <a href="http://www.businessinsider.in/Ratan-Tata-Bets-Big-On-Indias-e-commerce-Sector-Invests-In-Bluestone/articleshow/42258863.cms">Bluestone</a>- The online jewellery retailer was founded by IIT graduate Gaurav Singh Kushwaha and Vidya Nataraj. <keyword id="255703" type="PERSON" weightage="100" keywordseo="Bluestone">Bluestone</keyword> was valued at Rs 135 crore when it raised funding from Kalaari Capital, when Tata also co-invested. 
	
		When: September 2014
	
		 
		<img class="gwt-Image" src="/photo/49671950.cms" /> 
		 
	
		4. <keyword id="6368309" type="COMPANY" weightage="100" keywordseo="Urban-Ladder">Urban Ladder</keyword>- The online furniture etailer was founded by IIM-Bangalore MBAs Ashish Goel and Rajiv Srivatsa in July 2012.
	 
	
		When: November 2014
	
		 
		<img class="gwt-Image" src="/photo/49672006.cms" style="width: 800px; height: 600px;" /> 
		 
	
		5. Swasth India- The Mumbai-based healthcare startup provides medical services to low income population. The company was founded by former consultants and IIT Bombay graduates Sundeep Kapila and Ankur Pegu
	 
	
		When: Invested Rs 2 crore in December 2014 
	
		 
		<img class="gwt-Image" src="/photo/49671971.cms" style="width: 800px; height: 600px;" /> 
		 
	
		6. <keyword id="1945738" type="UNKNOWN" weightage="100" keywordseo="Cardekho">CarDekho</keyword>- The Jaipur-based online auto classifieds player was founded in 2007 by Amit and Anurag Jain, both IIT Delhi alumni. The company also runs other portals like BikeDekho and PriceDekho.
	 
	
		When: February 2015
	
		 
		<img class="gwt-Image" src="/photo/49671985.cms" style="width: 800px; height: 600px;" /> 
		 
	
		7. <keyword id="182468" type="COMPANY" weightage="100" keywordseo="Grameen-Capital">Grameen Capital</keyword>- This is a Mumbai-based investment advisory company.
	 
	
		When: March 2015 
	
		 
		<img class="gwt-Image" src="/photo/49671998.cms" style="width: 800px; height: 600px;" /> 
		 
	
		8. One97 Communications (<keyword id="6357120" type="UNKNOWN" weightage="100" keywordseo="PayTM">Paytm</keyword>)- The Noida-based Company has successfully transitioned from a value-added services player to an online wallet Paytm.
	 
	
		When: March 2015
	
		 
		<img class="gwt-Image" src="/photo/49671948.cms" /> 
		 
	
		9. <keyword id="874458" type="COMPANY" weightage="100" keywordseo="Xiaomi">Xiaomi</keyword>- Founded by serial entrepreneur Lei Jun, the Chinese smartphone maker, launched in India last year, became an instant hit in the market with their products.
	 
	
		When: April 2015
	
		 
		<img class="gwt-Image" src="/photo/49671995.cms" style="width: 800px; height: 600px;" /> 
		 
	
		10. Kaaryah- <keyword id="6360722" type="PERSON" weightage="100" keywordseo="ratan-tata">Ratan Tata</keyword>'s latest investment is a women's non-casual wear is Kaaryah, founded Nidhi Agarwal Kashyap. 
	
		When: June 2015 
	
		 
		<img class="gwt-Image" src="/photo/49671980.cms" style="width: 800px; height: 600px;" /> 
		 
	
		11. Holachef- Launched in 2014 by Saurabh Saxena and Anil Kalra, this is a food-tech start-up where amateur and professional chefs can come together and sell their meals.
	 
	
		When- September 2015
	
		 
		<img class="gwt-Image" src="/photo/49671957.cms" /> 
		 
	
		12. <keyword id="6354720" type="PERSON" weightage="100" keywordseo="Ola">Ola</keyword>- In less than three months after Ola announced a $400 million funding round, led by Russian investment firm DST Global, Tata announced its investment in the online car services company, which valued the company at $2.5 billion.
	 
	
		When- July 2015
	
		 
		<img class="gwt-Image" src="/photo/49671975.cms" style="width: 800px; height: 600px;" /> 
		 
	
		13. Infinite Analytics- Founded in 2012 by MIT graduates Akash Bhatia and Purushotam Botla, this is a US based predictive marketing and Analysis Company. The company deals with deep machine learning and predictive analytics by merging data from multiple sources to create a 360-degree view of the user.
	 
	
		When- August 2015
	
		 
		<img class="gwt-Image" src="/photo/49671954.cms" /> 
		 
	
		14. <keyword id="1517554" type="UNKNOWN" weightage="100" keywordseo="ampere">Ampere</keyword>- Ampere sells electric vehicles, cycles, trolleys and scooters. It also sells vehicles for differently-abled. It was founded by Hemalata Annamalai.
	 
	
		When- July 2015
	
		 
		<img class="gwt-Image" src="/photo/49671942.cms" style="width: 800px; height: 600px;" /> 
		 
	
		15. <keyword id="2798697" type="UNKNOWN" weightage="100" keywordseo="Lybrate">Lybrate</keyword>- Healthcare communication start-up, Lybrate connects doctors with patients anonymously throughout India anywhere and anytime. They raised $10.2 m in Series A funding from Ratan Tata, Tiger Global, Nexus Venture Partners.
	 
	
		When- July 2015
	 
	 
	
		(Image credits: Indiatimes, cardekho, kaaryah, bluestone, swasth india, twitter, cupoworld)

Ratan Tata’s magical startup investment portfolio

<img class="gwt-Image" src="/photo/52115738.cms" style="width: 800px; height: 600px;" /> 
 
<a href="http://www.businessinsider.in/searchresult.cms?query=delhi&amp;sortorder=effectivedate">Delhi</a> is not exactly the city that you’d think would treat <a href="http://www.businessinsider.in/searchresult.cms?query=parsi&amp;sortorder=effectivedate">Parsi </a>cuisine as one of its own, but <keyword id="227620" type="ORGANIZATION" weightage="100" keywordseo="Olive-Group">Olive Group</keyword>’s <keyword id="2598384" type="UNKNOWN" weightage="100" keywordseo="SodaBottleOpenerWala">SodaBottleOpenerWala</keyword> seems to have dispelled that myth. 
 
From their first restaurant at <a href="http://www.businessinsider.in/searchresult.cms?query=gurgaon&amp;sortorder=effectivedate">Gurgaon</a> in 2013 and their ever-crowded joint at <a href="http://www.businessinsider.in/searchresult.cms?query=khan+market&amp;sortorder=effectivedate">Khan Market</a> to their recent foray into <a href="http://www.businessinsider.in/searchresult.cms?query=noida&amp;sortorder=effectivedate">Noida</a> with an outlet at <keyword id="6427591" type="UNKNOWN" weightage="100" keywordseo="DLF-Mall-of-India">DLF Mall of India</keyword>, SodaottleOpenerWala and its food is hitting all the right notes. 
 
Business Insider decided to take an afternoon detour to the two-week old SodaottleOpenerWala, Noida to find out for ourselves if they’re doing the <keyword id="2136097" type="UNKNOWN" weightage="100" keywordseo="dhansak">dhansak</keyword> justice. 
 
 
FIRST THOUGHTS 
 
<img class="gwt-Image" src="/photo/52115821.cms" style="width: 800px; height: 600px;" /> 
 
The restaurant is located on the 3rd floor of <a href="http://www.businessinsider.in/EXCLUSIVE-How-DLF-gave-the-country-Mall-of-India-its-first-destination-mall/articleshow/52025229.cms">DLF Mall of India</a>, the country’s largest mall and is bang opposite <keyword id="150626" type="COMPANY" weightage="100" keywordseo="HM">H&amp;M</keyword>, which works out perfectly in the favour of SodaBottleOpenerWala as almost everyone coming out of H&amp;M end up heading to the restaurant. 
 Mohit Singh, the manager of the Noida outlet echoes this thought, adding that this exact spot is a blessing in disguise when being around popular <keyword id="34615" type="ORGANIZATION" weightage="100" keywordseo="restaurants">restaurants</keyword> such as Cafe Delhi Heights, Chili’s and <keyword id="98233" type="UNKNOWN" weightage="100" keywordseo="Mamagoto">Mamagoto</keyword>. 
 
The restaurant which opened its doors to the public barely two weeks back, starts its day at 12 pm and shuts its doors at 12 am. They do not take reservations and on any day, you are bound to notice a long line of people waiting patiently for their turn inside- an evidence to their popularity. 
 
We arrived at 12.45 pm and were escorted to our table by the manager. About 20 minutes later, the restaurant started filling up like a stadium before a cricket match. 
 
<img class="gwt-Image" src="/photo/52115838.cms" style="width: 800px; height: 600px;" /> 
 
Naturally, the view outside was the familiar sight of a long queue of people waiting their turn. 
 
 
LOOK AND FEEL 
 
<img class="gwt-Image" src="/photo/52115823.cms" style="width: 800px; height: 600px;" /> 
 
The Noida outlet has a modest space that can sit about 90 people at a time. 
 Undoubtedly, the old Irani cafe charm dominates every nook and corner of the interiors which is done up beautifully in bright colours aided aptly by the trademark red and white table cloth, lighting, the 70’s playlist and the wall decorations that are a throwback to the legend of <keyword id="1742714" type="UNKNOWN" weightage="100" keywordseo="Irani-cafes">Irani cafes</keyword>. They’ve even managed to throw in a cute little Irani bakery amidst the space that makes you want to skip to dessert altogether. 
 
<img class="gwt-Image" src="/photo/52115833.cms" style="width: 800px; height: 600px;" /> 
 
 
DRINKS 
 
The Drinks menu of SodaBottleOpenerWala is a delight to read, and as we found out, even better to taste. 
 
Apart from a variety of inhouse ‘chais,’ the menu feature unusual accompaniments to a meal such as Gaane nu Ras, Mawa Shake, Irani Falooda, Sekanji Bin and ofcourse the usual at every Irani cafe-Raspberry Soda. 
 
Our nostalgia for the city that never sleeps was at its peak once we saw ‘Ganne nu Ras’ (Rs 130) on the menu but unfortunately, we were told it was unavailable at the moment. 
 
<img class="gwt-Image" src="/photo/52115857.cms" style="width: 800px; height: 600px;" /> 
 
Not worried by our minor setback, we instead went with Mrs SodaBottleOpenerWala’s Cold Coffee (Rs 130), which with its distinct flavour was one of the best cold coffees we’ve had, a Nimbu Soda (Rs 80) that arrived in a cute mason jar and was more than enough for two people and the delicious Raspberry Soda (150), which is undoubtedly the best in town. It’s time to say goodbye, Duke! 
 
Highly recommended: The Sekanji Bin (Rs 150); a Persian drink made from mint and dried plum, is refreshing and fairly equipped to beat the Delhi heat. 
 
 
STARTERS 
 
It is only when you go through the list of starters that you realise the true intentions of SodaBottleOpenerWala. 
 It not only wants you to relive the Parsi goodness, but also indulge you in the comfort of the local snacks of Mumbai, and thus a quick scan of the menu will reveal how Mumbai favourites (Kanda Bhajji, Grill Sandiwch, Vada Pav) are thrown in good measure amongst the Parsi offerings. (<keyword id="3349518" type="UNKNOWN" weightage="100" keywordseo="Kolmi-Fry">Kolmi Fry</keyword>, Chicken Farcha, Bun Maska, Tareli Macchi) 
 
<img class="gwt-Image" src="/photo/52115865.cms" style="width: 800px; height: 600px;" /> 
 
We started off with the Vada Pav (Rs 60 per piece), which was undoubtedly better than what we’ve sampled in Delhi, but nowhere close to how it is in Mumbai. 
 
<img class="gwt-Image" src="/photo/52115869.cms" style="width: 800px; height: 600px;" /> 
 
Next was the Kolmi Fry (Rs 395), a preparation of fried prawns with onions which was the star of the meal. Cooked to perfection, its delicious taste lingers on. (Be warned, it’s on the oily side.) 
 
<img class="gwt-Image" src="/photo/52115872.cms" style="width: 800px; height: 600px;" /> 
 
We moved on to the Boneless Chicken Farcha (Rs 250), a classic Parsi style fried chicken, which was given a modern twist and served to us in the form of mini-cutlets of four. Unfortunately, it didn’t stand out as expected. 
 
Highly recommended: Eggs Kejriwal (Rs 175). Don’t ask questions, just go ahead and order it. SodaBottleOpenerWala’s version of it is an absolute stunner. 
 
 
MAIN COURSE 
 
The starters are bound to fill your stomach, so order accordingly if you want to take full advantage of the main course that is waiting to spoil you. The restaurant also serves combo meals (They include a main course and cutlets) in steel tiffin boxes that are a total value for money. 
 
<img class="gwt-Image" src="/photo/52115875.cms" style="width: 800px; height: 600px;" /> 
 
If you’re aiming for the big guns, like us-order your heart away. We tasted the Salli Chicken (Rs 330), a traditional Parsi style chicken gravy with potato fries on top and were blown away with how soft the chicken was. Pairing it with Maska Pav (the softest we’ve ever had) is a good idea as it makes for a memorable meal. 
 
If you’re confused between the Dhansak (Rs 360/475) and Berry Pulao (Rs 425), choose the Dhansak. You won’t regret it. It’s quite close to the ones you get in Mumbai. 
 
Highly recommend: The Patra Ni Macchi (Rs 610). This dish is bound convert anyone into a fish-lover. 
 
 
DESSERT 
 
<img class="gwt-Image" src="/photo/52115880.cms" style="width: 800px; height: 600px;" /> 
 
Deciding to give the freshly baked goodies a miss, we settled in for the Toblerone Mousse (Rs 125), which could’ve done with a little bit more of toblereone, but maybe we’re being greedy. 
 
Highly recommended: The Parsi Dairy Farm Kulfi (Rs 180) to wrap up the Mumbai nostalgia. 
 
 
MANAGEMENT SPEAK 
 
Mohit Singh, SodaBottleOpenerWala Noida’s restaurant manager tells us that in two weeks itself, the outlet has received overwhelming response, serving approximately 500 people on weekends and 300 on weekdays. The number is huge for a restaurant that caters to a niche audience with just one type of cuisine. 
 
<img class="gwt-Image" src="/photo/52115917.cms" style="width: 800px; height: 600px;" /> 
 
He admits that though people show initial apprehension when they learn that they serve only Parsi cuisine. “We tell them to just come inside and taste one dish and if they are still not convinvced, then go. Most of the times, they end up staying,” Mohit adds. 
 
The only drawback of the restaurant, according to Mohit is the fact that they don’t have an alcohol license, yet. “That kind of restricts us, because we do amazing cocktails. But, just last weekend, we took a day license and served complimentary drinks to our patrons. They loved it.” 
 
Don't worry though. They're getting one so0n. 
 
 
INSIDE INFO 
 
The Noida outlet has a new item on the menu in the form of the Bambaiyya Potato Fry. 
 
 
BI ROUND UP 
 
SodaBottleOpenerWala is every Irani cafe’s 21st century makeover- it’s their cousin that returned after a stint abroad. 
Eating here is an experience you must not miss. 
 
Rating: 8.5/10 
 
--- 
 
Address: SodaBottleOpenerWala, 3rd Floor, DLF Mall Of India, Noida Sector 18. 
Meal for Two: Rs 2000+ approximately (without alcohol) 
 
 
Image credit: Manoj Bhagavatula 
 
(Disclaimer: The meal was sponsored by the restaurant)

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