The global popularity of Indian cuisine is undeniable. Known for its rich flavors, diverse dishes, and aromatic spices, “Indian food” has made its way into the hearts and taste buds of millions worldwide. However, a concerning trend has emerged over the years — many so-called “Indian restaurants” in foreign countries are not actually Indian-owned or operated. Instead, they are run by individuals of Pakistani and Bangladeshi origin, who often offer a substandard dining experience while leveraging the “Indian” brand name. This not only undermines the authenticity of Indian cuisine but also impacts the businesses of genuine Indian restaurant owners abroad.
Many Indian restaurants abroad are owned and managed by Pakistani and Bangladeshi entrepreneurs who market their establishments as “Indian” to attract customers. While this may seem like a minor issue, it carries significant implications:
- Quality Concerns: Many of these establishments serve food that is subpar in quality, lacking the authenticity and richness that true Indian cuisine is known for. The ingredients used may not be fresh or of high quality, and the preparation methods may not align with traditional Indian culinary practices. As a result, the overall experience is often unsatisfactory, with customers receiving a skewed perception of Indian food.
- Poor Service Standards: There are also concerns about service standards in these establishments. Reports of unprofessional behavior, unhygienic practices, and a lack of customer care are not uncommon. This affects the overall dining experience and damages the reputation of Indian cuisine in international markets.
- Misleading Branding: By falsely marketing themselves as Indian, these establishments profit from the global popularity of Indian food. They benefit from the goodwill associated with the Indian culinary brand while offering an experience that does not represent the true essence of Indian cuisine. If these restaurants were branded as Pakistani or Bangladeshi, they might not attract the same level of patronage, leading them to exploit the Indian name instead.
- Impact on Genuine Indian Businesses: The proliferation of these misleading establishments eats into the business and profits of genuine Indian restaurant owners who strive to maintain high standards of authenticity, quality, and service. This not only hurts Indian entrepreneurs but also diminishes the overall reputation of Indian food abroad.
To address these concerns, it is suggested that the Ministry of External Affairs (MEA) in collaboration with other relevant bodies launch an “Authentic Indian” certification program. Here is how it could work:
- Certification Process: Indian-owned and operated restaurants abroad can apply for this certification through their local Indian embassies or consulates. After thorough verification of ownership, authenticity of the cuisine, and adherence to quality standards, the embassy will issue a certification, logo, and branding materials that the restaurant can display prominently.
- Global Branding Campaign: The MEA, in partnership with the Ministry of Tourism or another Government of India organization, could launch a global campaign to promote the “Authentic Indian” brand. This campaign would educate consumers on the difference between genuinely Indian restaurants and those falsely claiming to be Indian. It would also build awareness of the unique cultural and culinary heritage that authentic Indian cuisine represents.
- Leveraging Social Media: In today’s digital age, social media is a powerful tool for brand building and consumer education. The campaign could utilize platforms like Instagram, Facebook, Twitter, and TikTok to highlight certified “Authentic Indian” restaurants and create a negative branding for the fake ones. Engaging content, customer testimonials, chef stories, and promotional events could be used to spread the message far and wide.
- Promoting Indian Tourism: Certified “Authentic Indian” restaurants could be leveraged to promote tourism to India. These establishments could feature marketing and information kiosks, providing customers with brochures, videos, and other materials showcasing India’s rich cultural heritage, tourist destinations, and unique culinary experiences. This approach would align with the “Incredible India” campaign and encourage more tourists to visit India.
- Rating System: To further enhance the credibility of the “Authentic Indian” certification, a 1-5 star rating system could be introduced based on food taste, quality, cleanliness, and service standards. Restaurants with higher ratings would be incentivized to maintain their quality, while consumers would benefit from a trusted guide to the best Indian dining experiences in their cities.
Implementing this certification program would have several benefits:
- Ensuring Quality and Authenticity: The certification would act as a seal of authenticity, guaranteeing customers that they are experiencing genuine Indian cuisine prepared with traditional methods and high-quality ingredients.
- Supporting Indian Entrepreneurs: By distinguishing real Indian restaurants from imposters, the program would help Indian business owners attract more customers and increase their revenues. It would also encourage them to maintain high standards of service and quality, fostering healthy competition.
- Preserving Cultural Heritage: The “Authentic Indian” brand would serve as a symbol of India’s rich culinary heritage, helping to preserve and promote traditional recipes and cooking techniques across the globe.
- Boosting Indian Tourism: By using certified restaurants as ambassadors for Indian culture, the program could enhance India’s appeal as a tourist destination, drawing more visitors to experience the country’s diverse culinary and cultural offerings.
The need for an “Authentic Indian” certification program is both timely and essential. It would safeguard the reputation of Indian cuisine on the global stage, protect the interests of genuine Indian entrepreneurs, and promote a deeper understanding of India’s rich cultural heritage. With the right support from the MEA and other government bodies, this initiative could set a new standard for quality and authenticity in the global Indian food industry while fostering goodwill and cultural exchange.