So, Foodfood is India’s first food channel?
A 24x7 food channel is something I’ve believed in for a few years now and we found the partner in Astro. Food is at the core of India and an offering with food is the need of the hour.
With lifestyle channels already focusing on food, how will you negotiate viewership?
Today is the age of specialities. Even restaurants offering speciality cuisines are preferred.
Tell us about the channel.
Foodfood is a 360-degree brand which will have food content delivered on TV, mobile and internet. It’ll have everything to do with food—cooking, learning, entertainment and lifestyle.
How far do you think India has come in terms of the food industry?
Really far and India is ready for something like this. In fact, I would say we’re a little late. Indians think food all the time and today they are in touch with other countries as consumers. Food is way beyond just cooking and eating.
How has globalisation changed the scenario?
The ingredient reach is easier. Familiarity with cuisines has increased and when you want to consume them, there’s accessibility.
Will Foodfood venture beyond the urban upper-middle class audience?
We’re looking at a much wider reach. That’s why we call the channel ‘mass speciality’.
How will the channel look at the health and diet segment in food?
We’ll make sure whatever we show on Foodfood will be healthy. We won’t use artificial colours or promote trans fatty acids.
So no junk on Foodfood?
We will try our best, I can tell you!
How do you keep innovating recipes?
You keep your ears to the ground. It’s a constant research that goes on in your mind when you travel and meet people.
A lot of youngsters are taking to professional culinary training.
If you have the passion, get into it. I hope the channel will prove to be a useful guide.