In post-colonial India, the ongoing interplay of tradition and modernity frame an expanding cultural identity. The professional, wanderlusting young Indian is as prone to Instagram inspired gastronomic adventures as she or he is to the comfort of signature fresh masalas and local delicacies. As a result, India's culinary frontier remains a niche that craves globalised formats of traditional flavours - reimagining Indian taste notes to pair with the diverse, international cuisines that are now a regular and growing part of our lives.
The consumer-driven trend promises a new cultural segue for Indian food, a new experience for Indian food lovers and raises the question:
What does it mean to be unabashedly Indian in 2020?
Naagin
Naagin is a Make in India, millennial owned, ethically produced, food start up is leading the response by combining regionally renowned spices into a versatile condiment to create India's first original hot sauce.
Indian spices have travelled the world for generations. Carried along the Silk Road, they became one of the earliest historic examples of traded goods. They filled the coffers of ships sailing the Arabian Sea to Gulf ports. And centuries later, they ranked integral to imperial exports transported by the Dutch East India Trading Company.
Presently, India is the world's largest producer and consumer of spices. It produces 75 of 109 varieties of spices listed by the International Organisation for Standardisation (ISO) and represents half the global trade of spices by exporting over $1.76 billion worth of it each year (Trade Promotion Council of India, 2017).
Yet, when it comes to condiments, our own kitchens stock everything foreign: from Tabasco and Sriracha to Ketchup and Mayonnaise. Today, the average Indian retailer is better informed about Habanero and Jalapeño peppers than Indian variants like Bhut Jolokia and Sankeshwari. That is a problem.
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