The ITPO chairman calls for stronger partnerships with chef associations to take Indian food to global trade events.
Indian cuisine is perhaps the finest expression of the country’s rich heritage and diversity, and has the potential to emerge as a powerful soft power for India’s trade, tourism globally, said Jawed Ashraf, Chairman, India Trade Promotion Organisation (ITPO).
Addressing the 23rd Annual Chef Awards organised by the Indian Culinary Forum (ICF) in New Delhi, Ashraf called for closer collaboration between ITPO and professional culinary associations to showcase the diversity, modernity and evolving experiences of Indian cuisine at international trade platforms. Such partnerships, he said, could help translate India’s culinary strengths into wider economic opportunities while strengthening the country’s appeal as a tourism destination.
“There is no finer expression of Indian heritage and the rich diversity of India than its cuisine,” Ashraf said, pointing out that the country’s history, global engagements and cultural evolution have been closely intertwined with its culinary traditions. From street food to fine dining, he noted, Indian cuisine has evolved through changing techniques, technology and interpretations, creating experiences that are now comparable with those offered by world-class restaurants internationally.
Drawing on his diplomatic experience as India’s ambassador to Singapore and France, Ashraf highlighted how cuisine can serve as an effective instrument of cultural diplomacy and destination promotion. He recalled hosting large-scale dinners in both countries, Such experiences, he observed, often leave a lasting impression on international audiences.
“Cuisine is not just a recipe, but woven deeply into our culture and our heritage, and there is a story behind every experience,” he said.
Ashraf pointed to the success of several European countries in leveraging their culinary identities to attract visitors and promote their products internationally, arguing that India too needs to make more concerted efforts in this direction. With its regional diversity and evolving culinary landscape, Indian food can become a significant draw for international travellers while creating opportunities for trade promotion.
In this context, he urged ITPO and organisations such as ICF to develop a structured partnership to take Indian culinary experiences to international markets. Recalling the last SIAL expo in Singapore, the ITPO chairman said that over 14 masterclasses were conducted showcasing health and wellness benefits, diversity and contemporary interpretations of Indian food.
“We need to scale it up to the global level,” he said, emphasising that a stronger institutional partnership could bring greater visibility to Indian cuisine and deliver benefits beyond cultural promotion.
Comparing chefs with painters, musicians and performing artists, Ashraf said culinary professionals combine creativity and passion with strong business acumen.
Addressing the chef fraternity, Chef Davinder Kumar, President, ICF said that the annual chef awards remain the only annual platform in the country dedicated to celebrating excellence in the culinary field that has sustained itself for over two decades with the same passion and conviction. He said that they ensured that “excellence was recognised” and never wavered from that path, making the annual event an event “for the chefs, by the chefs.”
Among those recognised included Chef Ajay Sood with the Life-time Achievement Award. Chef Vivek Saggar bagged the Golden Hat Chef Award. While Chef Sanjay Babu Dasari was honoured with the Silver Hat Chef Award, the Academic Chef of the Year Award went to Chef Pawan Ailawadi. Chef Jaideep Singh Rana received the Pastry Chef of the Year Award. Anil Bhandari Memorial – Chef of the Year Award went to Chef Vaibhav Soni, and the Lady Chef of the Year Award to Chef Richa Johri.
Those who received the Presidium Awards included Chef Ritu Dalmia, Chef Ajay Chopra, Chef Sonali Mitra, Vikrant Batra, Chef Sanjeev Ghatak, Chef Ajay Chopra and Smriti Nambiar.
