Desi Chaat & Chai Win At Olympics

For many sports and food enthusiasts, the 2024 Paris Summer Olympic fervor is no less than a dream come true. There is nothing more exciting than good food, and a great game. Amidst the Olympic Village Chocolate muffin mania, revellers from all over the world are making a beeline to taste mouth-watering Indian chaats, chai, snacks, and curries in Paris. Apart from the usual chicken tikka and cheese and garlic naans, food aficionados are tingling their taste buds with authentic dishes from Bengal, Kerala, Goa, and North India to name a few.

Thanks to major sporting events like the Euro 2024 tournament, the T20 World Cup, and now the Paris Olympics 2024, the Food and Beverage (F&B) industry across the world is upbeat. From Virat Kohli’s One8 Commune restaurant being a chock-a-block in Mumbai that day to crowds making a beeline to enter Sharmaji and Jugaad in Paris, everyone wants to grab a bite and say Cheers!

Industry pundits claim that the Indian F&B industry is growing at a double-digit compound annual growth rate (CAGR). Not many know that more than 7.3 million people in India are employed in the F&B industry.

Bonding Over Food

Manoj Sharma, Executive Chef & Fondateur at Sharmaji Paris, France (an Indian restaurant in Paris) happily says, “I have received most French tourists visiting Paris for the Olympics. They were more than happy to discover us, especially due to the Indian food served here.” Manoj owns not just Sharmaji, but also Jugaad Paris, Seoul Mama (a Korean breed) as well as Sir Winston Churchill Pub, Paris. He had spent his childhood in the tiny gullies of Chandni Chowk, Delhi. Manoj recalls how the streets of Delhi and its food stayed with him, despite him moving to London and then to France. Most restaurants in France have witnessed a good mixed bag of tourists. Many Indian visitors flock to desi restaurants primarily due to one reason – They miss ghar ka desi khaana!

All-Time High

The F&B industry has a big role to play in major sporting events like the Euro 2024 tournament or the Paris Olympics 2024. A study by Takepayments, an electronic payment, points out that in the UK alone, consumers drank around 604.5 million pints of beer during the 33-day Euro 2024 tournament. If you do the math -- 604.5 million pints would roughly mean 18,000 pints to be drunk per day alone! But at the 2024 Paris Olympics, many non-alcoholic varieties seem to be the preferred drink. The official sponsor for the Paris Olympics is the non-alcoholic beer brand, AB Bev. Manoj says, “More and more people are opting for non-alcoholic drinks, even during the Olympics. However, not always.” Arindam Bahel, General Manager, The Fern Brentwood Resort, Mussoorie explains that people like to cheer their teams and celebrate with a few beers. “As long as people can drink responsibly, these places will see a spike in sales,” he says.

Changing Tastes

While Indians visiting France as well as locals and tourists all seem to be in high spirits, it is true that with changing times, the ability of consumers to spend too, is changing. It is interesting to note that Indian cuisine is highly appreciated in France, by Indians and others. Siddharth Mathur, Founder and Director of Advisory & Strategy, Secret Ingredient, Hospitality & Food Consultants says that sporting tournaments boost the economy and hospitality industry. He adds, “An estimated 11 million tourists will be visiting France this year for the Olympics. Not all are expected to be present and seated in the stadiums at all times!”

Teams with bigger participation tend to have more followers. While big sports events attract crowds at stadiums and venues, many prefer watching glimpses of the game in the comfort of their homes or a restaurant with their friends over some good food and drinks.

Perhaps the reason why Sharmaji and Jugaad’s unique chaats and Indian dishes like Goan prawn with Poi bread, Kosha mangsho (Bengali lamb curry), and Kerala roast sea bream are a big hit. Manoj quips, “In all of my restaurants, during the rest of the year 90% of customers are local French people. They (people) love to discover a variety of Indian dishes rather than the same old tikka masala or cheese naan.”

While the Paris Summer Olympics players and spectators boast about the chocolate muffins, world’s biggest salad bar, vegan hotdogs, bateau bananas, and French gastronomy, we can raise a toast and say a small prayer, May The Best Team Win!

Foodies Paradise

• An estimated 11 million tourists would be visiting France this year for the Olympics

• Huge rush to taste Indian street food — chaats, samosas, curries, chicken tikka chai, cheese and garlic naan, Goan prawn with poi, Kosha mangsho (Bengali lamb curry) as well as Kerala roast sea bream

• Many people opting for non-alcoholic drinks and organic vegan food

People love to discover a variety of Indian dishes rather than the same old tikka masala or cheese naan.” — Manoj Sharma, Exe Chef & Fondateur, Sharmaji & Jugaad, Paris

An estimated 11 million tourists would be visiting France this year for the Olympics.” — Siddharth Mathur, Founder/Director of Advisory & Strategy, Secret Ingredient GM, The Fern Brentwood Resort, Mussoorie

As long as people can drink responsibly, these places will see a spike in sales.” — Arindam C Bahel, GM, The Fern Brentwood Resort, Mussoorie