Taste of Mumbai gears up for all the food connoisseurs in the city

| Marketing | March 22, 2013 | News

Taste of Mumbai, a global food festival, in partnership with American Express, is being held from March 22 to 24. The festival will bring together the choicest of food, drink and world class restaurants for all the food lovers. The event is being brought together by ASK for food is being managed by Leading Edge.


In 2012, around 16 Taste Festivals took place across the world based on the flagship event, Taste of London. Joining the list of cities this year is Mumbai, where national and international restaurants from Delhi, Bangalore and New York will offer sample sized signature dishes on the plates. The event is supported by ‘retail therapy' with food and drink related features and exhibitors including wineries, coffee shops, bakeries and breweries among other options.


Commenting on the first edition of Taste of Mumbai, Karen Anand, Director, Ask for Food said: "Mumbai is incredibly vibrant, has great diversity and has an excitement about Western culture that will add a new dimension to the food, drink and restaurant scene. Food has always been an important part of Indian life. Gourmet food is now gaining popularity among the middle class too; this makes it a perfect time for Taste to come to Mumbai."


"The Taste of Mumbai represents the wonderful diversity that makes Mumbai the city it is, truly a melting pot" added Justin Clarke, CEO, Taste Festival. Some of the participating restaurants this year are Arola, JW Marriott; Aurus; Caperberry, Bangalore; China House, Grand Hyatt; Fire, The Park, Delhi; Graffiti, New York' Impresario Handmade Restaurants; Jamavar, The Leela; Kofuku; Koh, InterContinental; Olive Bar & Kitchen and Prego, The Westin.


American Express has set up a VIP Lounge at the venue for the guests to relax and unwind. Another feature of the event is The Fisher Paykel Taste Theatre, where culinary experts will come on stage and demonstrate their skills and secrets for the audience. Also coming for the event is Nadia Lim, Masterchef New Zealand 2011 Winner, who will demonstrate her New Zealand specialties.


Master-classes will take place over the three days under the supervision of Chef Jehangir Mehta from New York, Chef Vivek Singh from London, Chris Erasmus from South Africa and Ivan Musconi from Abu Dhabi.


Commenting on brand associations and the benefits that follow suit, Anand said: "Taste Festival is a premium food, beverage and restaurant show and world over premium brands are associated with the event. The Taste of Mumbai is being held in partnership with American Express and we are pleased to have brands like Fisher & Paykel (which also participates in Taste of Auckland), Pernod Ricard (Glenlivet), Grand Hyatt, TLC and Hindustan Times Cafe as a part of the Taste of Mumbai. Brands are receiving visibility in a unique manner at the venue: We have an American Express VIP Lounge, AMEX prepaid cards will be used across the festival as Taste currency, Fisher and Paykel taste theatre, Fisher and Paykel social kitchen, TLC lounge at Taste of Mumbai and lots more. American Express card holders will also receive a bunch of exclusive benefits."


Also taking part actively is Sula Vineyards, which will be offering a host of activities. Guests will witness chefs pairing food and desserts with wine from Sula Vineyards along with a guided wine tasting session with Sovna Puri, Head, Tastings & Trainings and DGM, Marketing, Sula Vineyards. In addition to this, Sula Vineyards will also be showcasing their wines at the Wine Pavilion along with wine sampling and merchandise on sale. Commenting on the association, Cecilia Oldne, Global Brand Ambassador, Sula Vineyards | Sula Selections said: "We are proud to associate with Taste of Mumbai which is a natural fit for Sula Vineyards and Sula Selections as we jointly promote great taste. We believe that wine and food go hand in hand and this is a great platform for us to be associated with."


Anand was happy with the support that the chefs and restaurants offered the first edition in India. She said: "Restaurants and chefs have been very enthusiastic about Taste premiering in Mumbai. Each one has been supporting us put together the lineup of signature dishes being served at the festival."


Confirming this was Chef Ajay Chopra of Westin, Mumbai who said: "I am super excited to be a part of Taste of Mumbai as this is one platform where all the best restaurants are coming together to showcase their best dishes. Also, the taste theatre could be defined as The Flavor bazaar of Mumbai."


The platform aspires to become an annual affair based on the response received so far. Plans of taking the festival to other Indian cities are in the pipeline along with the Taste of Delhi and Bangalore edition in 2014. The festival will enhance and expand the content of the programme as well by integrating innovative and interactive sessions of cooking and eating.


Organized by ASK for food, the festival will see participation from brands, chefs and restaurants from across the world.

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