Appetite For Conviction thesoundhq.comFOOD: INDIA

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WHAT IS FRINGESTREAM?FRINGESTREAM is a new way of thinking about mass behaviors and

values

INTRODUCING FRINGESTREAM...

FRINGESTREAM IS THE NEW MAINSTREAM.The Sound explores cultural fringes to illuminate how emerging ways of being are shaping mass culture and changing the human condition

LIVI

NG O

FF THE GRID

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MAINSTREAM CULTURE

In the pre-digital and pre-globalized world, mass culture dominated.

In India fringe cultures existed only for the postcolonial bourgeoisie and the new urban middle classes who had the luxury of experiencing counter-cultures of the West through travel.

The boundaries between fringe and mass culture were highly defined by the economic divide and access to information.

WHAT MAINSTREAM USED TO BE…

MASS CULTURE

FRINGE

FRINGE

FRINGE

FRINGE

FRINGE

used to represent the majority story…

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NOW, THINGS ARE changing

Living in a globalised and digital age, mass culture is now heavily influenced and shaped by fringe behaviours. The boundaries between the fringe and mainstream are now beginning to blur.

In India, Digital media acts as a great leveller between social classes. With growing digital exploration, the concept of mainstream ‘normal’ is beginning to give way as fringe cultures begin to infiltrate mainstream behaviours.

THE MAINSTREAM NOW

MASS CULTURE

FRINGE

FRINGE

FRINGE

FRINGE

FRINGE

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WHEN IT COMES TO FRINGE FOOD, WE MUST TAKE INTO ACCOUNT THREE STAKEHOLDERS

THE MAINSTREAM CONSUMER AFFECTED BY LIFESTYLE DISEASES

Grappling with rapid changes taking place in their lives, they seek direction and advice when it comes to making

food choices

A GROWING PACKAGED FOOD INDUSTRY

Once a welcome convenience, packaged food is now viewed with increasing wariness. The industry must look

at ways to overcome this, and find new ways of connecting with people

FRINGE FOODIES

At the forefront of fringe food movements, they look for communities, brands and products that can help in building and expressing their identities through food

FRINGE FOOD NOW

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…popular media is highlighting how eating more packaged and processed food has contributed

to the deterioration of health across the nation…

ADOPTING PACKAGED FOOD although…

…that everybody is posting about the same recipes and restaurants…

INDULGING IN FOOD PORN TO STAND OUT despite the fact…

…the food industry is not showing and talking about easily available ingredients and food…

VENERATING FOOD SHOWS even if…

…the media is talking about how Western food, diets and way of life do not suit

Indian minds and bodies…

LOOKING UP TO WESTERN LIFESTYLES while…

WHILE THE MAINSTREAM IS

FOLLOWING conf licting trends BY…

…it results in lonely eating and take away/delivery food…

SEEKING URBAN LIFESTYLES AND INDEPENDENCE though…

FRINGE TRENDS

FRINGE FOODIES

ARE TRYING TO

resolve tensions BY

CREATING

A MORE

trustworthy, accessible AND

accountable

ECOSYSTEM

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LIVI

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FF THE GRID

FRINGE TRENDS

MIY

“Urban Indian consumers are increasingly drawn to

the idea of cooking unconventional meals,

building customized furniture & organizing

parties from the comfort of their homes, instead of

getting them sourced from outside.”

- Anurag Avula,Chief Executive Officer & CoFounder at Shopmatic Group

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FRINGE TRENDS

MIY: MAKE IT YOURSELF

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BREWING BEER

DIYBrew.in is an e-commerce company providing support and ingredients to brewing enthusiasts. Craft

beer can now be found across pubs and microbreweries in the country. Knowing how to brew

your own allows not only helps you explore taste nuances but also gives you bragging rights.

HOW TO CHEF THE PARTY

Magazine Street Kitchen courses cater to the rise in interest for ingredients. It’s not just about learning how to cook but also about

looking at how each component is made: pasta dough, sauces, etc. This enables foodies to go

beyond being regular home cooks,

URBAN GARDENING

IFFCO launched Urban Greens to help people grow their own vegetables and plants in cities. Zorba (in

Delhi) conducts workshops on hydroponics, horticulture and urban gardening. 

Helps foodies to know and be a part of the story behind the ingredients.

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IDENTITY IN THE MAKING

MIY

Preparing meals from scratch to using ingredient-kits, fringe foodies are learning the A to Z of food. Be it pasta from the dough or beer from the barley, the fringe is bypassing industrialised food to make its own. Going beyond just sourcing local and fresh ingredients, the fringe is standing out from the mainstream by being self sufficient.

FRINGE TRENDS

“I started my vegan dabbawala services when I became aware of how our

dairy industry was involved in cruelty towards animals.”

- Samir Prasad, Vegan Bites

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FRINGE TRENDS

REVIVED SPIRITUALITY

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AYURVEDIC BALANCING

Rujuta Diwekar writes books, organises workshops and health holidays about the benefits of Indian age-old traditions around food and eating. As the country

consolidates its identity, the conversation around the benefits of local ingredients, yoga and Ayurveda has

been revived.

WHOLE BODY NOURISHMENT

A space for enthusiasts to practice yoga as well as eat healthy. The Yoga House food concept is a

combination of cutting-edge macrobiotic recipes, ancient dietary wisdom and traditions. At Yoga House one can select a dish on the menu based on desired

physical and psychological outcomes.

VEGAN AND NON-VIOLENCE

Local food start-up Vegan Bites provides healthy vegan tiffins to people in Mumbai.

Awareness of food production methods and the long-standing belief in non-violence are

pushing more people to give up animal-derived food products.

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PUTTING THE OM IN NOM

Revived Spirituality

A revival of ancient traditions connecting the body and soul has begun. The fringe is going back to age-old Indian food traditions that helped us survive and live healthily over generations. The fringe is demanding ‘swadeshi’ food that doesn't harm.

FRINGE TRENDS

“We will see the return of the multi-cuisine concept with an inclination towards building

a family dining space. Casual dining will be the

way ahead and we will also be seeing bars serving more

old-style, comfort food.” - Chef Jatin Mallick of Tres in New Delhi

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FRINGE TRENDS

HYPER FLUID FAMILIES

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UNITING STRANGERS

Bonding over loneliness that stems from migration for work/education through ordering home-cooked meals/mom-chef masterclasses, or creating new

‘family’ through connection over food, via supper clubs and pot-lucks. For example, The Bohri Kitchen serves a

‘thaal’ to share between strangers.

REAL MEN COOK

Indian homemaker and actress Medha Gokhale runs a no-frills cooking class for men to challenge

traditional gender roles. Men moving abroad, married men, widowers & food lovers learn to cook daily food.

Some gain the comfort and confidence to feed themselves or families, while for others it’s a great way

to impress friends or romantic interests.

HAT-TIP TO HERITAGE

A contemporary Bengali pop-up that whips up traditional dishes, but with the finesse and

techniques of a modern kitchen. Auroni Mookerjee combined his love for Bengali and

European cuisine to create new innovative dishes that keep his late-grandmother’s

recipes alive.

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NEW BONDS

Hyper Fluid

Urban living has seen the decline of traditional family structures and the rise of new family units, including singles living alone, DINKs, etc. For Indian families, food has always been the means of means of bringing families together over dining tables. Indian family units may be changing, but still use food to build new stronger and more meaningful relationships. The Fringe is overcoming alienation and gender tensions by connecting with friends, acquaintances, strangers over food and reversing cooking roles in the kitchen.

FRINGE TRENDS

“Indian food... regional cuisine is going to get

established, smaller cities like Rajkot and Raipur will take a

lead in the cuisine scene; International influences like South American cuisine is

going to take over along with Korean food.”

- Ranveer Brar, Celebrity Chef

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FRINGE TRENDS

BEYOND GLOCAL

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REGIONAL AND FAMILY RECIPES

Gitika Saikia has introduced Assamese and north-eastern recipes to people in Mumbai. In a country with diverse food cultures and palates, foodies are excited to try authentic regional cuisines as much as global

ones. Doing so enables them to enjoy novel preparations but also connect to different cultures

within India.

NICHE FOOD CLASSES

Food Salon organises classes to teach diverse food related skills ranging from healthy middle eastern

cuisine to how to grow micro greens and use them in salads.

For foodies, this is a great way to diversify their knowledge and skills, while connecting with like

minded people.

UNDERGROUND FOODIES

The Secret Supper Project is a supper club where foodies meet and connect over a meal. All that’s needed is an excitement and interest in food. And the meals are not just about great

food, but also meeting new and interesting people.

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CONNECTING OVER NICHE

Beyond

Far from just necessity, food in India is serving as a catalyst to connect regional, local and individual food cultures. The fringes are not only bridging geographical distances but also changing the way we experience food in big urban centres. They draw ingredients and recipes from across India and the globe and find new ways of reaching out to hungry and curious foodies.

FRINGE TRENDS

“Nearly 10,000 people have already turned

farmers in the city, growing everything from spinach to curry leaves to tomatoes.” - Meera Bhardwaj, The Indian Express

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FRINGE TRENDS

LIVING OFF THE GRID

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GROW FOOD WITH CONFIDENCE

With a huge following in India, My Green Space offers detailed tutorials,

recommendations and reminders to grow and maintain your own food garden.

GREEN SCHOOLS MUMBAI

Working with children in Mumbai schools, to create a sustainable kitchen garden using local resources in and

around the school. Green school Mumbai hopes to create a community where children, teachers and parents interact

and work together to grow food sustainably.

EDIBLE ROUTES

An environmentally-friendly, socially-responsible business that creates farms, farm products and helps build farming communities. Edible Routes also educated people on interesting techniques that they have devised for e.g. growing basil and

tomatoes in the same pot makes tomatoes sweet.

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GIVING EVERYONE A GREEN THUMB

Living Off The Grid

People are looking to new plentiful food sources that don’t rely on the industrial food ‘grid’. There is a rise in the demand and supply of fresh and local organic food and many fringe brands and companies now have nutritious and wholesome product offerings for the foodie community. Alternative options of sustainable food are being chosen over industrially-packaged and fast foods in this fringe movement.

FRINGE TRENDS

WHAT DOES THIS MEAN FOR THE FOOD INDUSTRY?

FRINGESTREAM: FOOD

CALL FOR ACTION

‣Making people more aware and being accountable in the process and science behind cooking and eating ‣ Engaging people in displaying unique food skills through online activities

‣ Highlighting benefits connected to defining and expressing identities through food

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CALL FOR ACTION

SUPPORT THE MAKE IT YOURSELF MOVEMENT and foodies as they express their unique identities

MIY

‣Offering local as well as Ayurvedic ingredients

‣ Communicating ancient food wisdom

‣ Bridging the gap between food, body and a stress-free mind

helping foodies achieve the body-mind balance they seek through food

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CALL FOR ACTION

DEVELOP OFFERINGS IN LINE WITH REVIVED SPIRITUALISM…

Revived Spirituality

‣ Connecting people who think alike and are hungry for community driven food experiences

‣ Providing support to new families where cooking responsibilities are shifting

‣ Represent new ‘families’ and the role of food for them them in communication

and make meals a unique and warm community experience

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CALL FOR ACTION

HELP NEW URBAN ‘FAMILIES’ CONNECT…

Hyper Fluid

‣ Being actively involved in producing and distributing niche ingredients

‣Organising special events and occasions to share niche cuisine

‣ Collaborating with technology partners to provide the tools/know how to prepare unique recipes

‣ Sharing reliable information from food experts

‣ Tracking global trends to find new product opportunities

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CALL FOR ACTION

CATER TO HYPER GLOCAL NEEDS…

Hyper Glocal

and make available ingredients, tools and experiences that foodies find difficult to source

‣ Collaborating with them on food production and distribution to make wholesome and healthy food accessible to all ‣Address suspicions and concerns by making packaging clear and simple, and providing clear

nutritional information- a great example of in the west was the initiative taken by McDonalds to answer consumer questions transparently, even taking them behind the scenes into a photo shoot

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CALL FOR ACTION

ENGAGING WITH PEOPLE LOOKING FOR ALTERNATIVES

Living Off The Grid

who are aware that eating packaged and processed food is affecting their health

WHERE COULD YOU BE?

FRINGESTREAM: FOOD

BRANDS DRIVING THE CHANGE

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BOLD FRINGE BRANDS HAVE ENTERED THE MAINSTREAM AND WISE MAINSTREAM BRANDS ARE ENJOYING first mover advantagesFew mainstream brands have been brave enough to address the fringe trends changing the nature of our relationship with food. Others have now become mainstream because they addressed important fringe needs. Consider taking inspiration from these examples to be the change ‘FringeFoodies’ are calling for.

FOOD SPECIALIST EVENTS AND PRODUCTS

Nature’s Basket Godrej

BRANDS DRIVING THE CHANGE

ORGANIC FOOD RANGE

Fabindia

INDIAN SUPER FOODS

24 Mantra, Satvik India, Organic India, Sresta

SWADESHI AYURVEDIC INGREDIENTS

Patanjali

SUSTAINABLE TOMATOES

Kissan Unilever

DAIRY SUBSTITUTES

Sofit Hershey

FRINGESTREAM NEEDS

mainstream new mainstream

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ANSWER THE CALL

As urban India goes through rapid lifestyle changes, it’s easy to think that we’re merely going to mirror the western trajectory of obesity, lifestyle issues, and panicked scramble for quick fixes to health.

However, we feel that there’s a far more complex, and much larger opportunity space for brands to tap into. Removing artificial coloring or flavors, removing cholesterol or trans fat, is de rigeur. Checking the boxes of health and taste is passe. The call now is to have a strong purpose and philosophy around food.

Who will dare to answer the call from the fringes? Get in touch at info@thesoundhq.com for more information or a presentation!

V A N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I

W W W . T H E S O U N D H Q . C O M

IMAGE REFERENCES

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SLIDE SITE

1 http://batsbazaar.blogspot.ca/2012/12/daylesford-organic-farm-cooking-school.html

4 http://www.iorma.com/wp-content/uploads/2015/11/Foodies-Trend-Connection-and-Identity_Medium-Size-1024x682.jpg

5 http://cdn-image.foodandwine.com/sites/default/files/styles/550x550/public/HD-201406-r-campfire-bacon-with-maple-citrus-glaze.jpg?itok=pLMU1ggH

8https://www.washingtonpost.com/news/wonk/wp/2015/08/25/fda-just-mayo-isnt-mayonnaise-because-it-isnt-made-with-eggs/ http://blog.molliestones.com/post/63564969924/introducing-oceans-halo-seaweed-chips/ https://twitter.com/eatwildbc

10https://www.kickstarter.com/projects/999309558/foodshare-iphone-app-you-eat-a-meal-we-donate-a-me https://www.youtube.com/watch?v=D70r7-WIhF8 http://www.allweatherkc.com/blog/dougs-top-tips-keep-home-cozier-winter/

12http://cookculture.com/pages/growing-chefs https://www.kickstarter.com/projects/1713513137/dads-that-cook http://www.amazon.com/Cooking-Foods-That-Fight-Cancer/dp/0771011369

14http://www.angelahogg.co.uk/wp-content/uploads/2012/02/BHN_SM.jpg http://eenmaal.com/http://ashevillage.org/wp-content/uploads/2015/05/Ashevillage-how-to-make-yogurt-with-Sandor-Katz.jpg

16http://www.mygreenspace.co/ http://batsbazaar.blogspot.ca/2012/12/daylesford-organic-farm-cooking-school.html https://www.sainsburysfoodrescue.co.uk/

19 http://static5.uk.businessinsider.com/image/56e95eff52bcd05b008b6a61/george-osborne-just-introduced-a-new-tax-on-sugar.jpg

20 http://www.wired.com/2011/01/ichef-oven-offers-multi-touch-multi-stage-auto-cooking/

21 http://experimentalstation.org/link-up-illinois

22https://www.pinterest.com/ChefAnnFnd/ https://www.panerabread.com/panerabread/article/details/day-end-dough-nation-community-lg.jpg/_jcr_content/renditions/day-end-dough-nation-community-lg.desktop.jpeg http://www.randomrepublika.com/2015/02/jamie-olivers-italian-herb-pesto-pasta-sauce/

23 http://www.triplepundit.com/2015/04/3p-weekend-10-companies-that-are-rethinking-food-waste/

24 http://batsbazaar.blogspot.ca/2012/12/daylesford-organic-farm-cooking-school.html