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Stay ahead of the global superfood movement in India
Even the omniscient millennial in India can remember a time not long ago when the terms ‘superfoods’, ‘organic’ or ‘clean-living’ were met with quizzical glances. As we increasingly become more aware about our overall health and wellness, eating natural and organic food has become an essential part of our daily lives. Today, they are the go-to mantra for every Instagrammer with endless feeds of matcha tea, quinoa salad or fruit parfaits with chia seeds.
The need of the hour more importantly is to eat local and seasonal, reducing our carbon footprint and allowing the natural rhythm of nature to takeover. We bring you our edit of the clean-eating movement in India to help you nurture the environment and yourself.
Kavita Mukhi’s weekly Farmers’ Market was a pioneering effort in Mumbai. The market held every Sunday sees hordes descend on D’Monte Park, Bandra, ready to load up on their organic veggie and fruit needs for the week. Now in its ninth edition, the market at the forefront of the movement in India, sources produce directly from farmers across Maharashtra. Started with a similar vision, Markets by Karen Anand has seen customers rise from a little over 800 to 15,000 in a space of five years! Present in eight cities including Mumbai, Bengaluru, Pune, Kolkata and more, it represents a significant shift in the way we approach food. As acclaimed food guru and writer, Karen Anand sees it, “The demand for organic is huge especially in the younger generation, which means people are taking ownership of what they eat and where their produce comes from and that’s very important. It’s the 25-40 age group that’s driving the change.”
Chain retailers are also rising up to the demand, albeit slowly. Godrej’s Nature’s Basket and Malik’s, the popular chain in Delhi, is evidence of this change with entire sections or floors devoted to superfoods and organic options. Online, Big Basket has a limited selection of offerings with smaller players helping fill the vacuum, like Organic Garden, which delivers in Mumbai and Organic Express serving customers in Delhi and Gurugram.
Restaurants are also vying for space in this landscape with a plethora of organic choices available while dining out, including Green Theory and Fox Trot in Bangalore, Devang House in Delhi and The Table and Magazine Street Kitchen in Mumbai. As food blogger F&B consultant Spurti Ravi notes in her interview with us, food helps nourish the body and soul. We have never been in a better position to make a conscious choice - so carpe diem!
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