ifood.tv announces the launch of Indian Food channel on Connected TV platforms.


The Indian Food Channel provides home cooks with access to an extensive on-demand library of Indian video recipes and cooking shows. The entire Indian food video catalogue is organized in easy-to-navigate categories based on course, regional cuisines, ingredient, healthy, vegetarian, occasion etc., which can be effortlessly browsed and searched.  The channel has sections dedicated to Gujarati, Punjabi, North Indian, and South Indian food to serve the needs of special communities. Sections dedicated to kids’ foods and low calorie diets are very popular. The Indian Food Channel also comes with smart recommendation technology that builds a taste profile of viewers based on their browsing history and recommends great recipes matching to their taste. Social experience is currently available via companion site ifood.tv, but is expected to come to the TV screen soon.

“We wanted to provide Indian food lovers and Indian diaspora all over the world a food channel dedicated to Indian food, where they can watch non-stop video recipes and cooking shows just about Indian food.  Ever since I installed a beta version of the Indian Food Channel in my home for testing, it has become the center of attraction in my family room. This one is a gift to my family, friends and all Indian food lovers out there.” said Alok Ranjan, CEO of ifood.tv and a person of Indian origin. “The best part of our Indian Food Channel is that it is available throughout the world, anytime, on-demand and across a variety of platforms – over the web, mobile devices, and Connected TVs – making it super simple to find tasteful and practical Indian recipes,” he further added.

The Indian Food Channel shows are hosted by top chefs and expert home cooks and are filled with practical, easy to follow tips and instructions. “Simply with Vikas,” show is hosted by Michelin star chef Vikas Khanna and is aimed at simplifying the cooking process to help people make restaurant quality meals at home. “Fusion Food with Hari” hosted by restaurateur and Culinary Institute of America graduate, Chef Hari Nayak, showcases innovative fusion of Indian and Western foods and focuses on modern ways of entertaining. “ShowMeTheCurry” is hosted by two busy Indian American moms who share quick and handy techniques to save time and energy in the kitchen. Their stories of personal goof-ups and successful experiences brings alive the joy of cooking. If you have ever said “I love Indian food, but I don’t know how to cook it,” then “TheEasyIndian” is the show made for you. Home-cook and host Pallavi, is a corporate junkie turned entrepreneur who will advise you on everything from cooking to work-life balance.

“Indian food has become main stream in the U.K and is rapidly rising in popularity in the U.S.  Advertisers want to target this high earning community with highest disposable income.  With the launch of our Indian Food Channel on Connected TVs, we will provide brands with the ability to connect with this target audience within the context of a Television user-experience that we know is most impactful,” said Mr. Vikrant Mathur, co-founder of the company.