From Atlas to Menu
Following the success of the inaugural 'Atlas of Affluence' white paper, which provided deep insights into India's luxury market, The Voice of Fashion,
in collaboration with Reliance Brands Limited, is expanding its 'Affluence Studies' series. The 'Menu of Affluence' marks the first specialized sub-edition, shifting focus from general luxury to the dynamic world of food. This edition aims to explore how food has transitioned from a basic necessity to a significant marker of affluence, consumer identity, and a booming industry, mirroring the trajectory and cultural impact previously seen in the fashion sector. It was launched with considerable fanfare, signaling its importance in the luxury landscape.
Culinary Narratives and Industry Insights
Guest-edited by renowned food critic Vir Sanghvi, the 'Menu of Affluence' presents a rich tapestry of stories, contributions from select food writers, and the dedicated efforts of The Voice of Fashion team. The publication meticulously unpacks the business of food, identifies paramount consumer trends, and examines the emergent nuances within India's rapidly expanding culinary scene. It seeks to define what 'India Modern' signifies in the context of food, featuring contributions from prominent figures such as restaurateur Rohit Khattar, chocolatier Prateek Bakhtiani, and Chef Manu Chandra. The content also includes fascinating explorations into the roles of traditional Indian cooks ('maharajs') and a critical look at the decline of hotel restaurants by senior writer Marryam Reshi, offering a comprehensive view of the food ecosystem.
Consumer Desires and Business Growth
The 'Menu of Affluence' captures the evolving palate of Indian consumers, from the embrace of café culture as a versatile 'eat, love, work headquarters' to the pursuit of unique dining experiences, even if it means traveling extensively. The publication highlights the significant business growth in the food sector, supported by recent financial data. For instance, during Q3 of FY22-23, the industry revenue saw a robust year-on-year growth of 22 percent. Investments are pouring in, with Kotak Realty Fund injecting ₹1,100 crore into The Lalit's Bharat Hotels, and major groups like Aditya Birla entering the premium casual dining market. Quick Service Restaurants (QSRs) are experiencing rapid expansion, with Domino's planning 20-minute deliveries in select cities, and coffee, burger, and pizza brands leading in average daily sales, underscoring the immense commercial potential and dynamism of the Indian food industry.
