Street Food: an Integral Component of the Cultural Branding of Delhi

Street Food: An Integral component of the Cultural branding of Delhi TABLE OF contents Headings page no.

• Introduction5
• Areas and spread6
• Statement of problem7
• Research objective8
• Hypothesis8
• Sources of data9
• Literature Review10
• Expected Outcomes11
• Future Implications12
• Bibliography12

INTRODUCTION Street Food: An Integral component of the Cultural branding of Delhi Street food of Delhiis the food sold byhawkersfrom portablestallsinDelhi It is one of the characteristics of the city.The city is known for its distinctivestreet foods.Although street food is common all over India, street food in Delhi is noted because people from alleconomic classes eat on the roadside almost round the clock and it is sometimes felt that the taste of street food is better than restaurants in the city.Many Delhiites like a small snack on the road in the evening. People of Delhi cut across barriers of class, religion, gender and ethnicity are passionate about street food.Street food vendors are credited by some for developing the city'sfood culture. Street food in Delhi is relatively inexpensive as compared to restaurants and vendors tend to be clustered around crowded areas such as colleges and railway stations. Talking about New Delhi, the capital of India has numerous varieties of street food from all over the country as well as abroad. Delhi's cuisine is highly influenced by its neighborsUttar Pradesh, Haryana, Punjabas well as Mughalai cuisine. Among vegetarian dishes, sabzi kachauri (sabzi is usually spicy potato curry, kachauri can be plain as well as stuffed), dahil bhalla and various other varieties of chaat are hugely popular. Certain parts of Old Delhi which includeChandani Chowk andChawadi bazar have numerous street food vendors who have been in business of selling authentic Indian street food for three or more generations. Parathe wali gali is noted as the most popular street food in Delhi.Other noted street foods in Delhi includesamosa, Jalebi, Golgappe, choleykulkche,Dahi bhalla, khasta papdi,aloo chat, Rabdi faluda, momos andDosas all of which are vegetarian. In terms of non-vegetarian offeringsomelette-pav, kebabsand Tandoori chicken, are found on Delhi streets.The amount of variety of street food is attributed to the cosmopolitan culture of the city.In the 1980s IndianisedChinese foodwas an emerging trend on Delhi streets. Kulfi(a type ofice cream), gola(type of ice cone) and rabdi faluda are among the desserts and coolants found on Delhi streets.Apart from snacks, Delhi has several juice and milkshake bars on the roadside that offer a variety of juices and milkshakes.FreshSugarcane juice vendors are synonymous with Delhi roads and offer a cheap form of refreshment. Tea vendor’s cycle around the city, selling the beverage hot on the streets. Street vendors normally remain unaffected by general strike calls and do business all year around.Paan, abetel leafpreparation eaten as a mouth fresher post meals in Indiais also sold at Delhi's roadside stalls Areas and spread Chandani Chowk, often called the food capital of India, is famous for its street food. The variety consists ofsnacks,especially chaat. If you wish to enjoy it, shed your high-brow attitude to soak in the flavors and delicacies. Chandani Chowk resembles a fair everyday. The streets are lined withhalwais(sweet-sellers),namkeenwallahs(sellers of savouries) andparanthewallahs (sellers of rich, flaky breads soaked in ghee). Coming back to Chandni Chowk, the Old and Famous Jalebiwala just before Dariba Kalan. Refreshing with a delicious plate of hot jalebis - a sweet made by deepfrying batter in a kind of pretzel shape and then soaked in syrup. Also the Jama Masjid area that buzzes with activity. The aroma of food wafts to your nose from the Urdu Bazaar facing Gate No. 1 of the Masjid and a side street called Matia Mahal. The smell of fresh fish, aromatic kebabs and fried chicken is in the air. Vendors sell kebabs and tikkas wrapped in rumali roti (paper-thin bread) at throwaway prices. The Mutton Burrahs here are easily the best in the city. They are practically the only place to serveNihariandPaaya, which are all sold out by 8.30am Other unmissables are Stew,Mutton Korma,Shammi KababandShahjahani Korma besides that Butter Chicken originated at the Moti Mahal, Darya Ganj in the 1950 Ghantewala at Chandni Chowk is more than 200 years old. The sweets here are prepared in pure desi ghee. Highly recommended are the SohanHalwa Papdi,Pista SamosaandBadam Burfi truly sinful pieces of heaven on earth. 1.2 STATEMENT OF PROBLEM After having an in-depth observation of the city and the publications by the Food Safety and Standards Authority of India it has been clear that the basic hygiene and health facilities are not there in majority of places offering street foods. From the most haphazard streets of chandni chowk to the most expensive streets like khan market in Delhi the hygiene facilities are improper and unbalanced which is ultimately deteriorating the cultural equity of Delhi. Other issues of concern are:-

1. Brand image of the city Delhi with respect to its most famous street foods.
2. Changing food habits of Delhiites
3. Changing consumer tastes and preference
4. Need for organized marketing efforts

2. RESEARCH OBJECTIVE

• To know about the importance of the street food in maintaining the cultural branding of Delhi
• To measure the way through which Delhi’s cultural equity can be sustained.
• To know about the people emotional positioning with the Delhi street foods.
• To identify the role and impact of organized marketing efforts for street food vendors.
• To study about the changing habits of Delhiites in the contemporary Delhi.
• To study about how consumers taste and preferences are changing with the time

3. HYPOTHESIS Street Food culture of Delhi has strengthened the cultural equity of the city The Street food culture of Delhi have always been an integral part in building the cultural image of Delhi. The wide variety of street foods, the fascinating street food culture and the love of the people for the street food have always been a major factor in attracting large number of people to the streets of Delhi and hence it’s something that is strengthening the cultural equity of the city. SOURCES OF DATA 4.1 PRIMARY SOURCES For gathering primary information for my project I collected the primary data in following manner:- 1- Direct personal observation – Basically it is an observational study so I will explore all the major street foods in several locations of Delhi and there I will observe the overall culture of the Delhi with respect to its street food, the love of people for the street foods, the cultural branding generating from street foods and the problems arising in this sector and thus by finding out ways for them 2- Indirect Oral Interviews - As a part of primary research I will ask questions to people who are street food lovers and about their emotional attachment for the Delhi street foods, their views about the cultural branding of Delhi with respect to its street food and about the changes that has aroused with the time in the street food culture 4.2 SECONDARY SOURCES These are some of the ways of collecting secondary data I have used:- 1- Blogs- Delhi blogspot Street food of delhi Personal blogs 2- Newspapers – The Times of India Local Regional Newspapers 3- Magazines- Timeout Delhi India today Delhi beats 4- Literature Review

1. New research reveals Delhi favors street food over health concerns

(NeHA PUSHKARNA) Few can tide over love to see the flaws. That explains Delhi's bond with its street food. It's not easy to hold back when your taste buds crave for some chatpate chhole bhathure, crispy kachouris or steamy momos."The aim of our project was not to suggest that people should stop eating street food. Many of these vendors are illiterate and do not understand the concept of hygiene and food safety. They need to be made aware people and the vendors. 2. Street foods in developing countries: lessons from Asia (F.G. Winarno and A. Allain) Urban population growth has stimulated a rise in the number of street food vendors1in many cities throughout the world. Migration from rural areas to urban centers has created a daily need among many working people to eat outside the home. Demand for relatively inexpensive, ready-to-eat food has increased as people, especially women, have less time to prepare meals. In some parts of Europe and North America street foods, which originated in Asia, Latin America and Africa, have become an integral part of the local food scene. At the same time, one cannot ignore the tremendous expansion of the major fast food companies. While consumers in industrialized countries are increasingly fascinated by "traditional" or "ethnic" foods, many in developing countries seem to be succumbing to the "hamburger assault"

3.Keeping up appearances: perceptions of street food safety in urban Kumasi, Ghana

(Thilde RheinlA¤nder,Mette Olsen and John Abubakar Bakang)

This study found that the emphasis on aesthetics, appearances, and presentation of food and personal trust in vendor–consumer interactions were the most important parameters for assessing food safety among consumers and vendors of street food in Kumasi. Also, vendors’ biomedical food safety knowledge did not seem to translate into safe food practices. Therefore, notions of food safety are clearly diverted from microbiological notions of hygiene or health risks and biomedical notions of food safety. Instead, they are shaped by strong sensorial, social, and normative dimensions of food quality and rely on individual assessments and perceptions of food safety.Keeping Up Appearances: Perceptions of Street Food Safety in Urban Kumasi, Ghana

5. EXPECTED OUTCOMES

With this research I am expecting to come out with several results some of them are as follows:- ƒ˜ What are the major factors that attracts the people from all over the India to come to streets of Delhi for its amazing street food ƒ˜ Ways and suggestions through which this brand equity of Delhi with respect to its street food culture can be maintained. ƒ˜ What can be the organized marketing strategies for street food vendors? ƒ˜ What can be the ways of promoting the street food of Delhi all across the nation

6. FUTURE IMPLICATIONS:

After conducting this research I am hoping to come out with excellent results and strategies so that in future people of Delhi won’t have to think twice before digging into all the lip-smacking street food of Delhi while out on the town and the rich cultural equity of Delhi which it possess with respect to its food culture can be sustained and glorified.

7. BIBILOGRAPHY:

• https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2587647/ • https://delhistreetfood.blogspot.in/ • https://streetfoodofdelhi.blogspot.in/ • https://www.dailymail.co.uk/indiahome/indianews/article-2283465/New-research-reveals-Delhi-favours-street-food-health-concerns.html • https://www.hindustantimes.com/india-news/newdelhi/from-may-eat-street-food-in-delhi-without-any-fear/article1-1182377.aspx Keeping Up Appearances: Perceptions of Street Food Safety in Urban Kumasi, Ghana

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