This document discusses emerging fringe food trends in India that are influencing mainstream culture. It identifies several trends driven by fringe foodies, including making food themselves (MIY), revived interest in spirituality and Ayurveda, forming new types of "families" through shared meals, exploring global and regional cuisines, and growing their own food. The document calls on the food industry to support these fringe movements by providing local and niche ingredients, helping people connect over food, and making sustainable options more accessible. Brands that address these fringe needs through their products and events are best positioned to become the new mainstream.

1. Appetite For Conviction
thesoundhq.comFOOD: INDIA

2. THE SOUND
FRINGESTREAM: FOOD
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WHAT IS FRINGESTREAM?
FRINGESTREAM is a new way of thinking about mass behaviors and
values
INTRODUCING FRINGESTREAM...
FRINGESTREAM IS THE
NEW MAINSTREAM.
The Sound explores cultural fringes to illuminate how emerging ways of being are shaping mass
culture and changing the human condition
LIVING
O
FF THE GRID

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MAINSTREAM CULTURE
In the pre-digital and pre-globalized world, mass
culture dominated.
In India fringe cultures existed only for the
postcolonial bourgeoisie and the new urban
middle classes who had the luxury of
experiencing counter-cultures of the West through
travel.
The boundaries between fringe and mass culture
were highly defined by the economic divide and
access to information.
WHAT MAINSTREAM USED TO BE…
MASS
CULTURE
F
RINGE FRING
E
FRINGE
FRINGE
FRINGE
used to represent the majority story…

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NOW, THINGS ARE changing
Living in a globalised and digital age, mass culture
is now heavily influenced and shaped by fringe
behaviours. The boundaries between the fringe
and mainstream are now beginning to blur.
In India, Digital media acts as a great leveller
between social classes. With growing digital
exploration, the concept of mainstream ‘normal’ is
beginning to give way as fringe cultures begin to
infiltrate mainstream behaviours.
THE MAINSTREAM NOW
MASS
CULTURE
F
RINGE FRING
E
FRINGE
FRINGE
FRINGE

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WHEN IT COMES TO FRINGE FOOD, WE MUST
TAKE INTO ACCOUNT THREE STAKEHOLDERS
THE MAINSTREAM CONSUMER
AFFECTED BY LIFESTYLE DISEASES
Grappling with rapid changes taking place in their lives,
they seek direction and advice when it comes to making
food choices
A GROWING PACKAGED
FOOD INDUSTRY
Once a welcome convenience, packaged food is now
viewed with increasing wariness. The industry must look
at ways to overcome this, and find new ways of
connecting with people
FRINGE FOODIES
At the forefront of fringe food movements, they look for
communities, brands and products that can help in
building and expressing their identities through food
FRINGE FOOD NOW

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…popular media is highlighting how eating more
packaged and processed food has contributed
to the deterioration of health across the nation…
ADOPTING PACKAGED
FOOD although…
…that everybody is posting about the same
recipes and restaurants…
INDULGING IN FOOD PORN
TO STAND OUT despite the fact…
…the food industry is not showing and talking
about easily available ingredients and food…
VENERATING FOOD
SHOWS even if…
…the media is talking about how Western
food, diets and way of life do not suit
Indian minds and bodies…
LOOKING UP TO
WESTERN LIFESTYLES while…
WHILE THE MAINSTREAM IS
FOLLOWING conflicting trends BY…
…it results in lonely eating and take
away/delivery food…
SEEKING URBAN LIFESTYLES
AND INDEPENDENCE though…
FRINGE TRENDS

7. FRINGE FOODIES
ARE TRYING TO
resolve tensions BY
CREATING
A MORE
trustworthy,
accessible AND
accountable
ECOSYSTEM
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LIVING
O
FF THE GRID
FRINGE TRENDS
MIY

8. “Urban Indian consumers
are increasingly drawn to
the idea of cooking
unconventional meals,
building customized
furniture & organizing
parties from the comfort of
their homes, instead of
getting them sourced from
outside.”
- Anurag Avula,Chief Executive Officer &
CoFounder at Shopmatic Group
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FRINGE TRENDS
MIY: MAKE IT
YOURSELF

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FRINGESTREAM: FOOD
BREWING BEER
DIYBrew.in is an e-commerce company providing
support and ingredients to brewing enthusiasts. Craft
beer can now be found across pubs and
microbreweries in the country. Knowing how to brew
your own allows not only helps you explore taste
nuances but also gives you bragging rights.
HOW TO CHEF THE PARTY
Magazine Street Kitchen courses cater to the
rise in interest for ingredients. It’s not just
about learning how to cook but also about
looking at how each component is made: pasta
dough, sauces, etc. This enables foodies to go
beyond being regular home cooks,
URBAN GARDENING
IFFCO launched Urban Greens to help people grow
their own vegetables and plants in cities. Zorba (in
Delhi) conducts workshops on hydroponics,
horticulture and urban gardening.
Helps foodies to know and be a part of the story
behind the ingredients.
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IDENTITY IN THE MAKING
MIY
Preparing meals from scratch to using ingredient-kits, fringe foodies are learning the A to Z of food. Be it pasta from the dough or beer from the
barley, the fringe is bypassing industrialised food to make its own. Going beyond just sourcing local and fresh ingredients, the fringe is standing out
from the mainstream by being self sufficient.
FRINGE TRENDS

10. “I started my vegan
dabbawala services when I
became aware of how our
dairy industry was involved
in cruelty towards animals.”
- Samir Prasad, Vegan Bites
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FRINGE TRENDS
REVIVED
SPIRITUALITY

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AYURVEDIC BALANCING
Rujuta Diwekar writes books, organises workshops and
health holidays about the benefits of Indian age-old
traditions around food and eating. As the country
consolidates its identity, the conversation around the
benefits of local ingredients, yoga and Ayurveda has
been revived.
WHOLE BODY NOURISHMENT
A space for enthusiasts to practice yoga as well as eat
healthy. The Yoga House food concept is a
combination of cutting-edge macrobiotic recipes,
ancient dietary wisdom and traditions. At Yoga House
one can select a dish on the menu based on desired
physical and psychological outcomes.
VEGAN AND NON-VIOLENCE
Local food start-up Vegan Bites provides
healthy vegan tiffins to people in Mumbai.
Awareness of food production methods and
the long-standing belief in non-violence are
pushing more people to give up animal-
derived food products.
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PUTTING THE OM IN NOM
Revived Spirituality
A revival of ancient traditions connecting the body and soul has begun. The fringe is going back to age-old Indian food traditions that helped us
survive and live healthily over generations. The fringe is demanding ‘swadeshi’ food that doesn't harm.
FRINGE TRENDS

12. “We will see the return of the
multi-cuisine concept with an
inclination towards building
a family dining space.
Casual dining will be the
way ahead and we will also
be seeing bars serving more
old-style, comfort food.”
- Chef Jatin Mallick of Tres in New Delhi
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FRINGE TRENDS
HYPER FLUID
FAMILIES

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UNITING STRANGERS
Bonding over loneliness that stems from migration for
work/education through ordering home-cooked
meals/mom-chef masterclasses, or creating new
‘family’ through connection over food, via supper clubs
and pot-lucks. For example, The Bohri Kitchen serves a
‘thaal’ to share between strangers.
REAL MEN COOK
Indian homemaker and actress Medha Gokhale runs
a no-frills cooking class for men to challenge
traditional gender roles. Men moving abroad, married
men, widowers & food lovers learn to cook daily food.
Some gain the comfort and confidence to feed
themselves or families, while for others it’s a great way
to impress friends or romantic interests.
HAT-TIP TO HERITAGE
A contemporary Bengali pop-up that whips up
traditional dishes, but with the finesse and
techniques of a modern kitchen. Auroni
Mookerjee combined his love for Bengali and
European cuisine to create new innovative
dishes that keep his late-grandmother’s
recipes alive.
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NEW BONDS
Hyper Fluid
Urban living has seen the decline of traditional family structures and the rise of new family units, including singles living alone, DINKs, etc.
For Indian families, food has always been the means of means of bringing families together over dining tables. Indian family units may be changing, but still
use food to build new stronger and more meaningful relationships. The Fringe is overcoming alienation and gender tensions by connecting with friends,
acquaintances, strangers over food and reversing cooking roles in the kitchen.
FRINGE TRENDS

14. “Indian food... regional
cuisine is going to get
established, smaller cities like
Rajkot and Raipur will take a
lead in the cuisine scene;
International influences like
South American cuisine is
going to take over along with
Korean food.”
- Ranveer Brar, Celebrity Chef
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FRINGE TRENDS
BEYOND
GLOCAL

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REGIONAL AND FAMILY RECIPES
Gitika Saikia has introduced Assamese and north-
eastern recipes to people in Mumbai. In a country with
diverse food cultures and palates, foodies are excited
to try authentic regional cuisines as much as global
ones. Doing so enables them to enjoy novel
preparations but also connect to different cultures
within India.
NICHE FOOD CLASSES
Food Salon organises classes to teach diverse food
related skills ranging from healthy middle eastern
cuisine to how to grow micro greens and use them in
salads.
For foodies, this is a great way to diversify their
knowledge and skills, while connecting with like
minded people.
UNDERGROUND FOODIES
The Secret Supper Project is a supper club
where foodies meet and connect over a meal.
All that’s needed is an excitement and interest
in food. And the meals are not just about great
food, but also meeting new and interesting
people.
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CONNECTING OVER NICHE
Beyond
Far from just necessity, food in India is serving as a catalyst to connect regional, local and individual food cultures. The fringes are not only bridging
geographical distances but also changing the way we experience food in big urban centres. They draw ingredients and recipes from across India and
the globe and find new ways of reaching out to hungry and curious foodies.
FRINGE TRENDS

16. “Nearly 10,000 people
have already turned
farmers in the city, growing
everything from spinach to
curry leaves to tomatoes.”
- Meera Bhardwaj, The Indian Express
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FRINGE TRENDS
LIVING OFF
THE GRID

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GROW FOOD WITH CONFIDENCE
With a huge following in India, My Green
Space offers detailed tutorials,
recommendations and reminders to grow
and maintain your own food garden.
GREEN SCHOOLS MUMBAI
Working with children in Mumbai schools, to create a
sustainable kitchen garden using local resources in and
around the school. Green school Mumbai hopes to create
a community where children, teachers and parents interact
and work together to grow food sustainably.
EDIBLE ROUTES
An environmentally-friendly, socially-responsible
business that creates farms, farm products and
helps build farming communities. Edible Routes
also educated people on interesting techniques
that they have devised for e.g. growing basil and
tomatoes in the same pot makes tomatoes sweet.
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GIVING EVERYONE A GREEN THUMB
Living Off The Grid
People are looking to new plentiful food sources that don’t rely on the industrial food ‘grid’. There is a rise in the demand and supply of fresh and local
organic food and many fringe brands and companies now have nutritious and wholesome product offerings for the foodie community. Alternative
options of sustainable food are being chosen over industrially-packaged and fast foods in this fringe movement.
FRINGE TRENDS

18. WHAT DOES THIS
MEAN FOR THE
FOOD INDUSTRY?
FRINGESTREAM: FOOD
CALL FOR ACTION

19. ‣ Making people more aware and being accountable in the process and science behind
cooking and eating
‣ Engaging people in displaying unique food skills through online activities
‣ Highlighting benefits connected to defining and expressing identities through food
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CALL FOR ACTION
SUPPORT THE MAKE IT
YOURSELF MOVEMENT
and foodies as they express their unique identities
MIY

20. ‣ Offering local as well as Ayurvedic ingredients
‣ Communicating ancient food wisdom
‣ Bridging the gap between food, body and a stress-free mind
helping foodies achieve the body-mind balance they seek
through food
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CALL FOR ACTION
DEVELOP OFFERINGS IN LINE
WITH REVIVED SPIRITUALISM…
Revived Spirituality

21. ‣ Connecting people who think alike and are hungry for community driven food experiences
‣ Providing support to new families where cooking responsibilities are shifting
‣ Represent new ‘families’ and the role of food for them them in communication
and make meals a unique and warm
community experience
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CALL FOR ACTION
HELP NEW URBAN
‘FAMILIES’ CONNECT…
Hyper Fluid

22. ‣ Being actively involved in producing and distributing niche ingredients
‣ Organising special events and occasions to share niche cuisine
‣ Collaborating with technology partners to provide the tools/know how to prepare unique recipes
‣ Sharing reliable information from food experts
‣ Tracking global trends to find new product opportunities
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CALL FOR ACTION
CATER TO HYPER
GLOCAL NEEDS…
Hyper Glocal
and make available ingredients, tools and experiences
that foodies find difficult to source

23. ‣ Collaborating with them on food production and distribution to make wholesome and healthy
food accessible to all
‣ Address suspicions and concerns by making packaging clear and simple, and providing clear
nutritional information
- a great example of in the west was the initiative taken by McDonalds to answer consumer
questions transparently, even taking them behind the scenes into a photo shoot
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CALL FOR ACTION
ENGAGING WITH PEOPLE
LOOKING FOR ALTERNATIVES
Living Off The Grid
who are aware that eating packaged and processed food
is affecting their health

24. WHERE COULD YOU
BE?
FRINGESTREAM: FOOD
BRANDS DRIVING THE CHANGE

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BOLD FRINGE BRANDS HAVE ENTERED THE
MAINSTREAM AND WISE MAINSTREAM
BRANDS ARE ENJOYING first mover advantages
Few mainstream brands have been brave enough to address the fringe trends changing the nature of our relationship with food. Others have now
become mainstream because they addressed important fringe needs. Consider taking inspiration from these examples to be the change
‘FringeFoodies’ are calling for.
FOOD SPECIALIST EVENTS
AND PRODUCTS
Nature’s Basket Godrej
BRANDS DRIVING THE CHANGE
ORGANIC FOOD
RANGE
Fabindia
INDIAN SUPER FOODS
24 Mantra, Satvik India,
Organic India, Sresta
SWADESHI AYURVEDIC
INGREDIENTS
Patanjali
SUSTAINABLE
TOMATOES
Kissan Unilever
DAIRY SUBSTITUTES
Sofit Hershey
FRINGESTREAM NEEDS
mainstream new mainstream

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ANSWER THE CALL
As urban India goes through rapid lifestyle changes, it’s easy to
think that we’re merely going to mirror the western trajectory of
obesity, lifestyle issues, and panicked scramble for quick fixes to
health.
However, we feel that there’s a far more complex, and much
larger opportunity space for brands to tap into. Removing
artificial coloring or flavors, removing cholesterol or trans fat, is
de rigeur. Checking the boxes of health and taste is passe. The
call now is to have a strong purpose and philosophy around
food.
Who will dare to answer the call from the fringes? Get in
touch at info@thesoundhq.com for more information or
a presentation!

27. V A N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I
W W W . T H E S O U N D H Q . C O M

28. IMAGE REFERENCES
28THE SOUND
FRINGESTREAM: FOOD
SLIDE SITE
1 http://batsbazaar.blogspot.ca/2012/12/daylesford-organic-farm-cooking-school.html
4 http://www.iorma.com/wp-content/uploads/2015/11/Foodies-Trend-Connection-and-Identity_Medium-Size-1024x682.jpg
5 http://cdn-image.foodandwine.com/sites/default/files/styles/550x550/public/HD-201406-r-campfire-bacon-with-maple-citrus-glaze.jpg?itok=pLMU1ggH
8
https://www.washingtonpost.com/news/wonk/wp/2015/08/25/fda-just-mayo-isnt-mayonnaise-because-it-isnt-made-with-eggs/
http://blog.molliestones.com/post/63564969924/introducing-oceans-halo-seaweed-chips/
https://twitter.com/eatwildbc
10
https://www.kickstarter.com/projects/999309558/foodshare-iphone-app-you-eat-a-meal-we-donate-a-me
https://www.youtube.com/watch?v=D70r7-WIhF8
http://www.allweatherkc.com/blog/dougs-top-tips-keep-home-cozier-winter/
12
http://cookculture.com/pages/growing-chefs
https://www.kickstarter.com/projects/1713513137/dads-that-cook
http://www.amazon.com/Cooking-Foods-That-Fight-Cancer/dp/0771011369
14
http://www.angelahogg.co.uk/wp-content/uploads/2012/02/BHN_SM.jpg
http://eenmaal.com/
http://ashevillage.org/wp-content/uploads/2015/05/Ashevillage-how-to-make-yogurt-with-Sandor-Katz.jpg
16
http://www.mygreenspace.co/
http://batsbazaar.blogspot.ca/2012/12/daylesford-organic-farm-cooking-school.html
https://www.sainsburysfoodrescue.co.uk/
19 http://static5.uk.businessinsider.com/image/56e95eff52bcd05b008b6a61/george-osborne-just-introduced-a-new-tax-on-sugar.jpg
20 http://www.wired.com/2011/01/ichef-oven-offers-multi-touch-multi-stage-auto-cooking/
21 http://experimentalstation.org/link-up-illinois
22
https://www.pinterest.com/ChefAnnFnd/
https://www.panerabread.com/panerabread/article/details/day-end-dough-nation-community-lg.jpg/_jcr_content/renditions/day-end-dough-nation-community-lg.desktop.jpeg
http://www.randomrepublika.com/2015/02/jamie-olivers-italian-herb-pesto-pasta-sauce/
23 http://www.triplepundit.com/2015/04/3p-weekend-10-companies-that-are-rethinking-food-waste/
24 http://batsbazaar.blogspot.ca/2012/12/daylesford-organic-farm-cooking-school.html