GOURMET GO-GETTERS

FOUNDERS OF THE FBAI, SAMEER AND SALONI MALKANI GIVE TINA THAKRAR A LOWDOWN OF WHAT IT TAKES TO BE ONE OF THE BIGGEST MARKETERS AND COMMUNITY BUILDERS IN THE INDIAN FOOD AND BEVERAGE INDUSTRY

- TINA THAKRAR

The Indian food and beverage industry have grown manifold in recent times. Although we’re still a few paces behind in the global chase, there are a few proponents ensuring that we’re in with the trends, constantly growing and keeping things interesting. The FBAI is one such organization, with food aficionados Sameer and Saloni Malkani at the helm.

When the duo set up FBAI as the Food Bloggers Association of India, it was simply meant to be a community of food writers and reviewers. Today, this behemoth is a fraternity platform for everyone in the food world. Now called simply FBAI, it is essentially a food and beverage marketing company, with community building at its core. Its network spans brands, products, services and individuals, and covers large and small food brands, hotels and restaurants, chefs and bakers, social media influencers, bloggers, and famed personalities in the food industry.

The organization thrives on creativity, innovation, and creation of brand differentials that help their clients stand out from the crowd, both online and offline. Whether it’s a new hotel or restaurant looking to create some buzz around its launch, a retail food brand putting word out on social media for its new packaging, a home baker wanting to build a network within the industry, or a high-end lifestyle brand interested in hosting a curated soiree around food - they all turn to FBAI for guidance.