Indian cuisine to go on tour
India has launched the Incredible Tiffin project in a bid to entice tourists to the country through culinary offerings.
An extension of the country’s Incredible India campaign, the Incredible Tiffin scheme from Cuisine India Society is designed to give an insight into the amazingly diverse range of foods on offer between the different regions of the country, India Today reports.
The campaign is based around the unique Indian tradition of the ‘dabbawalla’ (‘box person’) who deliver home-cooked lunches to office workers in ‘dabbas’ or ‘tiffins’, which are cylindrical metal lunch boxes.
Taking up this idea of the delivered lunch, Cuisine India Society is bringing the flavours of the country to worldwide food weeks in dabbas, which it hopes will get people hooked before they even visit.
“When we have such wide varieties of exquisite cuisines to offer then why not let our tourists nurture a life long passion for Indian food,” said Anil Rajput, senior vice-president of ITC Maurya, which hosted the project launch.
Written by Erin Marshall
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