AMAAR SHONAR BANGLA AAMI TOMAY BHALO BASHI

The Taste of Shonar Bangla!!!!

SUBMITTED TO Prof. Srividya Raghavan

SUBMITTED BY Sanam Lakhani Ishita Banerjie

Faculty (IBS Hyderabad)

Hasan I Latika Fulani Ravish Jain Rahul Kumar GROUP 2 (SEC A)

`` The skies are pure blue brushed by wisps of white clouds. A land of green and gold rolls out to the horizon. Yellow mustard flowers and purple brinjal punctuate the green of the paddy fields. Now and again a huddle of huts crowd around a duck pond, fringed with stately palms, lanky papaya trees and untidy clumps of banana. This is Sonar Bangla. '' With a prominence on fish and lentils served with rice as a staple diet, Bengali cuisine is known for its fine flavours, its confectioneries and desserts. Bengalis are the most passionate of food lovers in the Indian subcontinent, and a scrumptious meal forms a key ingredient of this regions culture. For a Bengali, a meal, in itself is a ritual, even if it is only boiled rice and pulses (dal bhat), with of course a little fish. Bengalis spend a great deal of time thinking about the food as well as on its preparation and eating. The elaborate dining habits of the Bengalis are a manifestation of the attention the Bengali housewives pay to the kitchen or the ranna ghor. Food is served on a large platter made of bell metal/steel or on a large piece of fresh cut banana leaf. This plate is surrounded by a number of bowls in which dal, vegetables, fish, meat, chutney and dessert are served. A small mound of hot rice is placed at the centre of the plate, surrounded by vegetable fritters, wedges of lime and green chilies. The food is cooked in strong mustard oil (shorshe tel) and a special mix of many spices called phoron is also used. Eating with hands is another feature of Bengal eating culture. No matter how many dishes there may be, the most important part of eating in Bengal is eating each dish separately with a little bit of rice in order to relish its individual taste. There is a sequence that is followed while eating a Bengali meal.The more delicate tastes always come first followed by the stronger ones.

The first item served is ghee which is poured over a small serving of rice and eaten with a pinch of salt. This is followed by the bitter preparations, like korola bhaate, shaak, shukto or chochori, followed by lentils together with roasted or fried vegetables or bhaaja. Then comes the vegetable dishes, the lightly spiced vegetables, chenchki, chokka, posto followed by the most heavily spiced dalna, ghonto and those cooked with fish. Last of all, the chicken or mutton is served, if

this is being served at all. Chaatni or Indian sauce comes to clear the palate together with crunchy wafers, papor. Coming to the sweet dish, Bengalis are known to have a sweet tooth. One can find a wide range of sweets -dry as well as with sugar syrup. Roshogolla, sandesh, malpoa, gur-er-paesh, chomchom, rajbhog etc. are some of the sweets famous in Bengal. There are certain sweets prepared during special occasions, like the peethe, a sweet made out of sweet potatoes during the winter months or posh mash, also nadus, made on the occasion of marriages. The meal is finally concluded with the handing out of betel leaf (paan), which is considered to be an aid to digestion and an astringent. Bengals snacks or jol khabar is also very famous. These include fuchkas, kathi rolls, jhaal muri, kochuris, shingara etc. With all these delicious flavors combined with textures to be savored, the Bengali meal usually ends with a great burp! Experience this traditional Bengali Cuisine at CALCUTTA CABIIN. MARKETING STRATEGY The marketing strategies recommended by analysis that can be used to implement in Calcutta Cabiin can be as follows: y Bringing the Bengali culture in Andhra: This can be done by organizing the ambience around by bringing the folk culture from Kolkata using the paintings and the audio music. It will provide a complete Calcutta experience in Hyderabad. This adds to the delight. Distribution of brochures to corporate nearby: The people working in the nearby companies to Banjara Hills can be the target audience. There are many companies in the vicinity to which the brochures can be sent and promotion can be done. They can visit the place to have a yummy feast for themselves. Sweet counter: A distinct sweet counter should be opened which sells all type of Bengali sweets having a particular taste of Bengal. Take away as well as ready to serve sweets should be presented. A Pan counter can also be a good option to give a serving after meals. Souvenirs: Some souvenirs like Bengali music CD or key chains saying quotes by Bankim Chandra Chaterjee or Rabindra Nath Tagore can be given to the customers who visit the store for a better and effective promotion.

y y y y y

Hosting ceremonies: Inauguration ceremonies and other house warming functions can be targeted which can act as word of mouth publicity for the people. Colleges: In the events like Trishna in IBS etc the people can be targeted. This can be a good event to do publicity and promotions. Corporate trade fairs: In various corporate trade fairs, where seminars are organized, a stall can be put up in the food zone to cater to the people of the high profile. Direct Marketing: This can be a very effective way of promoting the menu. Mails can be sent to the prospects and text messages to the loyal customers. Bengali celebrations: The Bengali occasion like the birthday of Rabindra Nath Tagore is a big day for the community. The celebrations can be done by inviting a group of people who are loyal and belong to the community. New customers are also exited to attend these occasional celebrations. Food fest: A food fest can be organized in a month where special food is made to cater to the public with its specialized food.