Mumbai: Redefining the "Asli Chinese" cuisine, MasterChow, the homegrown Indian brand specialising in ready-to-cook Asian staples, recently announced an exciting collaboration with celebrity chef Ranveer Brar.
With this, MasterChow aims to revolutionise the culinary landscape, promising authenticity, innovation, and unforgettable taste experiences for households across India. This strategic partnership underscores MasterChow's commitment to quality and genuine flavors, positioning it as the ultimate destination for authentic Chinese cuisine in the market, blending credibility, trust, and relatability into every flavorful bite.
Indiantelevision.com caught up with MasterChow founder Vidur Kataria and Chef Ranveer Brar to talk about their collaboration, bts anecdotes, growing trend of infusing Chinese flavors into various Indian recipes, and much more…
Edited Excerpts:
MasterChow founder Vidur Kataria:
On the inspiration to the collaborate with Ranveer Brar, and it strengthening MasterChow's dedication to authentic and quality Chinese cuisine, while also enhancing its brand presence and credibility
Our collaboration with Chef Ranveer Brar signifies a shared commitment to authenticity, innovation, and uncompromising quality. By partnering with Chef Brar, we aim to elevate MasterChow as the ultimate destination for Asli Chinese cuisine in India. His culinary expertise and passion for authentic flavors perfectly align with our brand ethos, ensuring that every MasterChow product delivers an unparalleled taste experience to our customers.
On MasterChow differentiating itself from other brands in the packaged food market, particularly in the Asian cuisine sector
At MasterChow, we differentiate ourselves through our unwavering dedication to authenticity and quality. Our partnership with Chef Ranveer Brar further strengthens this commitment, solidifying our position as the go-to purveyor of "Asli Chinese" cuisine. We strive to provide consumers with not just products, but an authentic culinary experience that resonates with their taste preferences and cultural sensibilities.
On any behind-the-scenes anecdotes from the creative process of the campaign
The creative process behind the campaign was a dynamic journey filled with unique insights and personal anecdotes from the team. Ranveer, despite not being a morning person, had an interesting pre-shoot ritual of plunging his face into cool water. This ritual not only awakened his spirit but also energized and restored his senses to full power capacity, setting a vibrant tone for the day's work.
Interestingly, Vidur's coping mechanism for stress involved veiling it behind laughter and jokes. Despite his claims of maintaining composure under pressure, the Master Chow team could discern his underlying anxiety and respond accordingly, showcasing the delicate balance between humor and tension in creative endeavors.
Furthermore, the co-founders shared their personal and economic incentives behind the collaboration between Ranveer and Vidur, providing valuable insights into the motivations driving the partnership. Ranveer's reflections on his childhood experiences, from the dual nature of the bowling pin to the cherished memories of his grandmother's traditional delicacy, Choori, added a nostalgic touch to the creative process, infusing it with personal significance.
Brand’s revelation about the long-standing idea to cast Ranveer as the ambassador for MasterChow offered a glimpse into the strategic planning and foresight that shaped the campaign. This blend of personal anecdotes, strategic insights, and collaborative dynamics underscored the authenticity and depth of the campaign's creative process, resulting in a compelling and resonant narrative.
On MasterChow ensuring the quality and freshness of its ingredients, especially considering the ready-to-cook nature of its products
Ensuring the quality and freshness of our ingredients is a top priority at MasterChow, especially considering the ready-to-cook nature of our products. We maintain rigorous sourcing practices and quality control measures to select the finest ingredients that meet our strict standards. Additionally, our state-of-the-art facilities and production processes are designed to preserve the integrity of the ingredients, ensuring that every MasterChow product delivers superior taste and freshness to our customers.
Following this campaign, consumers can expect MasterChow to continue innovating and expanding our product offerings to cater to evolving culinary trends and preferences.
Our long-term goal is to establish MasterChow as the undisputed leader in authentic Indian Chinese or Asli cuisine, offering a diverse range of high-quality products that redefine the culinary landscape in India and beyond.
Chef Ranveer Brar:
On the growing trend of infusing Chinese flavors into various Indian recipes, including street foods
The fusion of Chinese flavors into Indian street food isn't just a trend—it's a full-blown flavor revolution. It's like a symphony of tastes, where every dish sings a melody of spices and seasonings from both lands, creating a harmonious culinary experience that's nothing short of magical. This culinary alchemy has its roots in history, tracing back over 200 years when Chinese immigrants brought their culinary techniques to India, resulting in the birth of Indo-Chinese cuisine. Today, dishes like schezwan dosa and chilli chicken epitomize this delicious fusion, showcasing the vibrant exchange between two rich culinary traditions.It's like taking your taste buds on a whirlwind tour of the bustling streets of Mumbai or Kolkata, where every corner offers a new and exciting flavor adventure.
On your approach towards balancing innovation and tradition in your culinary creations
Balancing innovation and tradition is at the core of my culinary philosophy. While I enjoy experimenting with new ingredients and techniques, I always anchor my creations in the timeless traditions and authentic flavors of Indian cuisine. This approach ensures that every dish resonates with a sense of familiarity while also delivering a unique and memorable culinary experience.
On the inspiration behind your creativity in cooking, and where do you find ideas for your new recipes and concepts
My creativity in cooking is fueled by a multitude of inspirations, ranging from childhood memories and personal experiences to travel and cultural exploration. I draw inspiration from the ingredients themselves, as well as the stories and traditions that surround them, to create dishes that tell a compelling culinary narrative and evoke a sense of nostalgia and delight.
On the role that social media plays in shaping modern food culture, and navigating its influence as a chef and influencer
Social media plays a significant role in shaping modern food culture, offering a platform for chefs and food enthusiasts to connect, share, and discover new culinary trends and experiences. As a chef and influencer, I embrace social media as a powerful tool for sharing my passion for food, engaging with my audience, and inspiring others to explore the diverse world of cuisine. However, I also recognise the responsibility that comes with this influence and strive to promote authenticity, diversity, and mindful eating practices in today's digital landscape.
