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Page 1 Market for cookbooks booms in India - Thaindian News

04/20/2008 07:51:15 PM http://www.thaindian.com/newsportal/uncategorized/market-for-cookbooks-booms-in-india_10039975.html


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Market for cookbooks booms in India


April 20th, 2008 - 1:13 pm ICT by admin - Email This Post
(Feature)
By Madhusree Chatterjee
New Delhi, April 20 (IANS) The Indian palate generates good business. With kitchens
becoming hi-tech in cities and the television beaming more than a dozen cookery
capsules every week, the market for cookbooks is booming. The market for cookbooks
has grown by at least 40 percent and is moving very fast because people are constantly
looking for fast food, easy recipes that they can rustle up at home in their designer
kitchens. People are also buying cook books for their coffee table collections, Rajiv
Sharma, marketing in-charge of Roli Books, told IANS.
Roli Books has four new cookbooks in the pipeline. These include Indian Fast Food
and Awadhi Kitchen by Pushpesh Pant, The Emperors Table: The Art of Mughal
Cuisine and Pure and Simple Vegetarian Cookbook by Vidhu Mittal.
From books on fast food, fun food and spiritual soul food to the great Indian travellers food chronicles, regional recipes and delights
from the Awadhi and Mughal kitchens, the market is flooded.
We have at least six books in the pipeline. One of them is Micheal Swamys Enduring Flavours, which explores traditional
Indian recipes, Kapish G. Mehra, publisher of Rupa, told IANS.
Rupa has close to 50 cookbooks in its kitty.
Indians are finally venturing into different kinds of cuisines with the arrival of different flavours from across the globe brought by
the star hotels and stand alones eateries. People are now also seriously interested in learning how to cook because the kitchen looks
and feels a lot better than before, Mehra said.
Page 5 Market for cookbooks booms in India - Thaindian News
04/20/2008 07:51:15 PM http://www.thaindian.com/newsportal/uncategorized/market-for-cookbooks-booms-in-india_10039975.html
Such is the demand for cookery books in India that Roli Books last year printed 9,000 extra copies of food writer and docu-
filmmaker Pushpesh Pants Food Path, a chronicle of culinary traditions along the historic Grand Trunk Road from Kabul to
Kolkata.
The profile of the buyers has also changed.
Earlier, only women purchased cookbooks. But now men and women of all age groups - from children, young adults, singletons,
parents and grandparents - are making a beeline for the latest cookbooks in the market, Mehra said.
Penguin Books India is still high on the success of award-winning writer Chitrita Banerjees Eating India, published in January.
The book, which has been widely acclaimed, looks at the cross-cultural influences in traditional cuisine. It is doing very well,
said Smriti Khanna of Penguin Book India.
Four other cookbooks published by Penguin India that are still in demand include Rude Food by Vir Sanghvi, Feast of Love
and Parsi Food and Customs by Bhicoo Manekshaw and Curries by David Thompson that has been published by Dorling-
Kindersley and distributed by Penguin.
According to Rajiv Sharma of Roli Books, pricing also plays an important part. Most of the cookbooks available in the market are
affordable because they have special Indian price tags.
Roli has a set of 25 books from different kitchens across India known as the chef series, priced at Rs.95 each - and a hamper of
four fun cookbooks for the harried new age mother and urban yuppie for Rs.195 each. Sanghvis Rude Food is priced at Rs.375
while Banerjees Eating India costs Rs.350.
Author Manish Gujral, whose Moti Mahal Cookbook listing the spicy traditional north Indian recipes from one of the capitals
oldest eateries, was voted the best Indian cookbook in London at the annual Curry Night last October, says cookbooks of the future
will have to be innovative and simple.
There are so many books on Indian cuisine floating in the market that the recipes tend to become repetitive. If you go through the
recipe for dum aloo in one book, you know how to make it with your little variations. But all books list recipes of dum aloo,
Gujral told IANS.
The needs have changed, said Gujral.
Easy-to-do tasty, healthy and interactive recipes that do not take time are the order of the day, said the author, who is currently
working on the second part of the Moti Mahal Cookbook.
Agrees author Pushpesh Pant. Modern cookbooks are written much better. The recipes are so user-friendly, the cookbooks
available in the markets now are more like infotainment and travel books. The new generation of cookbooks will have to have good
photographs and tell great stories. Moreover, they have to be affordable, Pant, who has also authored two religious cookbooks,
said.
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Categories
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Tags
- chatterjee
- coffee table
- cook books
- cookery books
- culinary traditions
- designer kitchens
- easy recipes
- extra copies
- food writer
- grand trunk road
- mehra
- pushpesh pant
- rajiv sharma
- regional recipes
- roli books
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- spiritual soul
- swamy
- traditional indian recipes
- vegetarian cookbook
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