Why urban millennials are junking junk food

Health food start-ups are booming in urban India. Strategies and tips from Bengaluru, the ground zero of healthy lifestyle movement.  

It’s a breezy evening and three young professionals are catching up for a quick cuppa at a popular outdoor café after work. The conversation ranges from the weather (excellent) and new places in town (the new, large microbrewery in the city’s northern parts) to music (Bob Dylan’s new album) and, of course, family and work (largely boring). When it’s time to order food, there is instant consensus – everyone is hunting for the healthiest options on the café’s menu. Multigrain bruschetta, perhaps? Salad? Yogurt parfait? Anything that doesn’t have sugar or carbohydrates will do.

Over the past five years, a whole host of health food start-ups have taken root in the country. And in just a short span of time, this ecosystem has already evolved to cater to—seemingly—every single conceivable health food need and fad. Whether it is low-carb high-protein grains and flours, organic produce, healthier versions of old Indian favourites like rajma or biryani or butter(-less) chicken curry, or internationally popular trends like dried Tibetan lemon, kale chips, activated charcoal drinks, alfalfa seeds or yogurt parfaits, new-age companies offer them all. “It (health foods) has moved from just being a trend now to something a lot more substantial. We are seeing consumers move or at least attempt to move to a healthier lifestyle. In a city like Bengaluru, where focus on physical fitness has really outstripped other major cities, it’s natural that this trend would find a firmer footing here than anywhere else," said chef Manu Chandra.Read more

Source web page :Live Mint

Comments (0)

Please Login or Register to join groups