Mid-day Online spoke to Chef Sanjeev Kapoor and Chef Saransh Goila who reflect on how audiences are consuming food content on social media and the evolution of food content industry in India
In a telephonic conversation with the writer, the pioneer of the industry and the man behind one of India’s most popular TV shows, Khana Khazana, Chef Sanjeev Kapoor shares key insights. Photo Credits: Chef Sanjeev Kapoor
Aren’t we all guilty of scrolling through food videos on Instagram? Trying out recipes on television channels to getting fascinated with the intricate chopping of veggies that tempt us to gulp down a large bowl of salad, food content consumption in India has skyrocketed over the past few years.
Mid-day Online roped in chefs and food enthusiasts to get an interesting take on the ever-evolving food content industry in India. In a telephonic conversation with the writer, the pioneer of the industry and the man behind one of India’s most popular TV shows, Khana Khazana, Chef Sanjeev Kapoor shares key insights: “Teaching recipes to the audience was the key focus of cooking shows. Those who were purely interested to learn new recipes would dedicatedly watch the show with undivided attention”.
In an amusing observatory response, the chef adds, “Now people consume food content on social media majorly to satiate their food cravings and not necessarily to learn a recipe. Watching food videos are visually appealing and puts many in a good mood”.
Nature of content consumption
Uma Dandekar, an 85-year-old Andheri resident and retired government officer reminisces about the good old days when she and her sister used to watch Khana Khazana. She says, “We used to sit with a book and pen and take down notes of everything Sanjeev Kapoor used to teach. If my sister missed out on writing any detail, I used to note it down so we don’t mess up with the recipe. We used to try every recipe he taught. To date, I remember all the recipes we learned from him because of his attention to detail. The little tips and tricks he used to share would truly enhance the overall taste of the dish”.
One of Dandekar’s favourite dishes she learned from the chef’s show was Chicken Balls. She prepares them frequently on special occasions like family gatherings. Her grandson, she mentions, particularly loves this speciality.
This is not to say that Dandekar doesn’t consume food content on the internet. Besides attending friends’ reunions, watching daily soaps and reading newspapers, watching cooking videos on YouTube too, is her favourite pastime. From watching Khana Khazana to now watching new videos on the chef’s YouTube channel, this Andheri resident has been one of the many oldest patrons of the chef. Besides this, she also watches cooking videos by Kabita's Kitchen and Masteer Recipes.
Another cooking enthusiast and food lover, Khushboo Tanna, a 31-year-old Borivali resident has been watching cooking shows like Khana Khazana, Turban Tadka and Mummy ka Magic since her childhood. She says, “I love doing both. Watching cooking shows and food videos. It is my favourite pastime and a quick way to learn recipes when I'm looking for something easy and convenient”.
Tanna thoroughly enjoys watching Masterchef Australia because she says, it is not only about cooking but pushing limits and creativity in the kitchen. Besides this, she consumes content by creators that include Chef Sanjyot Keer, Chef Ranveer Brar, Chef Kunal Kapur and Hebbars Kitchen. She says, “Besides being entertaining, watching food videos has been really helpful for me in expanding my culinary skills. I have learned various cooking techniques, new recipes and gained inspiration for trying out different cuisines in my own kitchen. It's like having a virtual cooking school at my fingertips”.
The popularity of television cooking shows
Chef Saransh Goila who rose to success and popularity after tasting his first victory at Food Food Maha Challenge, a cooking contest and who is now largely popular on YouTube and Instagram, reflects on the popularity of television cooking shows going down due to the rise of internet platforms: “I can’t say that the popularity of cooking shows on television has come down or not, but people surely are preferring to consume food content more on the internet. They no longer have to wait for the show’s time to learn new recipes or have to change their schedule to match the schedule of the show. The internet has allowed people to consume content as per their convenience”.
Kapoor too is of a similar opinion. “The reason why food videos are so popular on the internet and enjoy mass consumption is that cooking shows used to be popular on TV. The popularity of cooking shows on TV has not gone down. Had this been the case, food channels would have gone off the air by now. Instead, the food content market has just expanded with the advent of various other mediums”.
Novelty in food content
As shared by Kapoor, when shooting an episode for television shows, various factors were considered like audience requests, launch of new cookware, festivals, seasons, people’s demand, etc. Based on this the recipes were finalised. Goila too mentions considering similar factors when deciding on the content. The only additional factor he considers when creating content is looking out for trending or viral topics.
Nevertheless, Kapoor says, “The crux of the content creation process remains the same. Modaks are still made using jaggery and coconut and are eaten during festivals like Ganesh Chaturthi. All the recipes more or less are the same and will never change. It is the technology of distribution that has changed. People’s consumption patterns have changed. However, both TV and the internet are using video format only to produce content”.
He goes on to say, “Technology is merely a tool that content creators must use to the best of their benefit to expand the reach of their talent across interested audiences. If you wish to stay relevant, you have to stay way ahead of the times, predict the potential of technology and make it work for you in the best way possible”.
“My mantra to stay relevant and keep the audience interested in the content is by being innovative and consistent,” says Goila. He adds, “You have to treat it like a 9-5 job. You have to post regularly, create content throughout the day and plan your content around festivals, events and seasons early on, just like you would in any workplace”.
Speaking about the growing number of food content creators, Goila says, “Earlier there were a handful of chefs who shared recipes online. Now there are thousands of content creators who are showing their talents online and garnering immense love and appreciation. This too has given a huge boost to the food content in the country”.
Rise of food influencers
Kapoor has been a trendsetter and role model for chefs in times when the internet seemed to threaten the popularity of cooking shows. With the coming of the internet in India, the chef launched his own website sanjeevkapoor.com which was only the seventh website in the country. It is since then that the chef has been using the internet to create innovative content. He says, “I encouraged all my fellow chefs to set up their own YouTube channels and share their expertise on the platform. I knew it was going to be the next big thing”.
Goila who started out as a chef on the Food Food channel too began his content creation journey in 2013. He said, “I wanted to reach out to more and more people and showcase my creativity as a chef. The internet was the best place to do that as it has no boundaries. Being a food influencer has been a fulfilling journey. It allowed me creative freedom free from any TV channel’s control”.
With easy accessibility to internet, smartphones and social media applications, the content creation industry has witnessed a groundbreaking transformation over the past few years. Many who simply hold a passion for cooking and food are now able to showcase their hidden talents.
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