Basmati – the king of rice
Recently, Taste Atlas, a popular food website, named Basmati the ‘best rice in the world’ for 2023-24. They ranked Indian cuisine 11th on the list of Best Cuisines in the World – a nod to the growing popularity of Indian food in the West.
“This recognition not only highlights the exceptional nature of Basmati rice but also underscores the global influence of Indian ingredients on the culinary stage,” said Mayuri Mukherjee, marketing director at LT Foods Americas.
This burst of popularity is driven not only by the growing South Asian diaspora in the United States but also by American trends that celebrate international cuisines and flavors.
Indians are one of the fastest-growing ethnic minorities in the United States. The United States Census Bureau in 2020 reported that Asian Indians became the U.S.’ largest Asian-alone population group. Their population grew by over 50 percent to 4.3 million people between 2010 and 2020.
Ethnic diversity
The ethnic diversity is reflected in the growing popularity of various Indian regional cuisines. “North Indian cuisine, known for its rich and flavorful dishes like Butter Chicken, Tandoori Chicken, and Biryani continues to be the most well-known,” said Mukherjee who shared some of the other popular regional variations that Americans enjoy.
South Indian cuisine, well known for its use of rice, coconut, tamarind, and spices such as mustard seeds and curry leaves in dishes like Dosa, Idli, Curd rice, Lemon rice, and Sambhar, is steadily developing a fan following.
Gujarati cuisine is vegetarian and known for its sweet and savory flavor combinations in dishes like Dhokla, Khandvi, and Thepla.
Punjabi cuisine features rich dishes such as Chole Bhature, Sarson ka Saag and Makki ki Roti which are consistent favorites.
Bengali cuisine is introducing Americans to food from the eastern part of India with dishes like Machher jhol (fish curry), aloo posto, and Mishti doi (sweet yogurt) using fish, rice, and mustard oil as key ingredients.
Indian street food
Meanwhile, Indian street food, particularly Chaat, is immensely popular, especially texture and flavor-rich dishes like Pani Puri, Bhel Puri, Vada Pav and Aloo Tikki Chaat.
Indian cuisine offers a lot of diversity of flavors and dishes, said Mukherjee.
“While Biryani, Naan, Butter Chicken (paneer for the vegetarian version) and Chicken Tikka Masala continue to be favorites, some other popular dishes are Chana Masala, Samosa, Dosa, Aloo Paratha and Palak Paneer. Palak Paneer Rice Balls, Aloo Tahari, Rice Pudding and Zarda rice have been a few recent popular recipes on our social media platforms.”
Tantalizing ingredients
With the increasing globalization of food culture and multicultural population in the United States, Americans are more open to exploring international cuisines. “The growing Indian population, Indian restaurants, and wider availability of Indian food ingredients in grocery channels and festivals have led to a broader understanding and acceptance of Indian cuisine,” commented Mukherjee.
The Picky Eater, a food website, reported that Indian establishments are the third most common restaurant type in the most-visited cities around the world, trailing only behind Chinese (9.5%) and Italian restaurants (8.5%).
Complex spices
Mukherjee added that the growth of Indian restaurants across the country offer a gateway into the diverse and authentic culinary traditions of India, and given Americans the opportunity to indulge in vibrant and complex flavors – from aromatic curries to tantalizing spices.
“Indian cuisine has rich and diverse flavors and uses various spices, herbs, and unique cooking techniques. There is also diversity due to various regional and cultural influences from within India. This diversity offers a variety of dishes and allows people to find something that appeals to their tastes. Many Americans appreciate the flavorful nature of Indian cuisine.”
“Indian cuisine also offers a wide range of vegetarian dishes, appealing to both vegetarians and those looking to add more plant-based options to their diets. Some Indian spices like Turmeric are of course, appreciated for their health benefits and have found innovative culinary usage.”
Royal rises in the US
In December 2023, Indian Retailer published an article stating that LT Foods’ Royal Basmati Rice brand holds more than 50% of the market share, with over 1.6 million households consuming the brand.
Mukherjee attributes this success to the commitment to quality, authenticity, and sustainability that LT Foods has invested in making its Basmati rice the number one brand in the U.S.
“Royal Basmati Rice is twice as popular as the next biggest brand in this segment, and the specialty rice and ready-to-heat (RTH) rice segments account for almost 50% of the total rice category, driving growth. Within the specialty Basmati rice segment, Royal stands out for its exceptional quality and authentic extra-long grains. The brand also continues to innovate in the ready-to-heat rice segment by introducing a wide variety of flavors combined with extra-long Basmati rice, aimed at attracting new users.,” she said.
Mukherjee explains that Royal’s goal is to deliver authentic Indian-inspired food that brings people together and creates memorable moments and meals. Royal was the official sponsor of Major League Cricket engaging with cricket fans across the United States. During the inaugural season, the “Many Flavors of Cricket” campaign showcased the fusion of tradition, cuisine, and cricket, emphasizing the diverse traditions and flavors that make cricket an essential component of South Asian culture. Royal delighted fans by serving up authentic South Asian cuisine and providing cricket-themed merchandise.
Interested in trying some of Royal’s unique variations of biryanis and other popular Indian recipes? Find them at https://www.authenticroyal.com/.
