Please read this interesting news item from Economic Times SOHO DOSA in NewYork: Two former investment bankers of Indian origin who have managed about $ 1.5 billion in assets are convinced that the dosa has what it makes to help Indian cuisine enter the big league in the West. Mr. Jawahar Chirimar and Mr. Sam Subramanian, who have more than 20 years of experience each as investment bankers ( Citi and Lehman Bros etc) and in managing firms including glitzy restaurants, have been experimenting and trying to redesign dosa to make it more appealing to Western palate. This Diwali, they will launch the first outlet of SOHO TIFFINS, which will have interesting combos of dosas in the form of wraps in NewYork. They have tied up with a Chennai based restaurateur to open five restaurants in NewYork over the next 12 months with an initial investment of $ 5 million. The concept behind Soho is to recreate Indian dishes in a quick service format that can be eaten daily and is healthy. Dosa as a wrap would be the perfect vehicle for such dishes as it is versatile, tasty and healthy. They have created multiple dosa batters. In addition to the traditional dosa batter of lentil and rice, other batters are : one with dal and whole wheat; one with dal with oats; one with dal with black rice. The nutritional value of dosa – fermented dishes are better for digestion – and by realigning the fillings to the American taste, Soho Tiffin’s Dosa can do for Indian food what Chipotle Mexican Grill did to Mexican food. Americans are estimated to spend 41% of their food dollars and food eaten outside the home. The Soho Dosas will be thicker and have fillings such as lemon rice, soya, potato masala, chicken, beef, and fish. Instead of sambar and coconut chutney, they will be served with different kinds of dips. The health conscious can select dosas below 400 calories and those in the mood to indulge can settle on the heavier 800 calorie dosas. Once done, the dosa will be 8 inches long and 3 inches wide in the form of a wrap that can be cut into two halves. The target audience will be office goers and students and to make them affordable it wil be priced at $ 7. Most of the outlets will be located close to colleges, hospitals and shopping districts. If burgar can be globalised why not Dosa, is the motto. “” If McDonalds and Sub Way and Dominos etc can come to India, why can’t we take our stuff and take them in their home and market”” The concept is creating a customizable Dosa, in the style of a burrito or sandwich. As part of the trial runs, a special dinner was hosted in Chennai for expats with the collaboration of US Consulate in Chennai. Many appreciated and liked the soho variety of dosas. Later franchises will be given in California etc., places slowly spreading to whole of US.
Posted on: Thu, 20 Jun 2013 08:10:59 +0000
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