Changing how consumers view cooking

During the pandemic, with kids locked up, moms and dads learnt how to cook up new dishes watching shows like the Amul Live Recipe

Those of you who have watched the Malayalam movie, The Great Indian Kitchen, will see the most traditional interpretation of cooking: a drudgery! The film depicts the slave-like life of a smart Dubai-educated Malayalee girl when she gets married in a conservative traditional family living in Kerala heartland. While she adopts the role of a homemaker/cook, giving up aspirations of becoming a dance teacher, what’s in store gets her to take a relook at life in general.

Food needs to be cooked the way it always has been. Rice cannot be made in a pressure cooker (Jo Biwi Se Kare