India: Promoting US Ingredients Through Indian Fusion Cuisine

From September 24 to October 16, 2022, FAS New Delhi (Post) organized a nationwide “Taste of America Fusion Food” campaign at “Social,” (Social Ltd.) a chain of contemporary bistro restaurants. The three-week Taste of America promotion, held in eight, Social Ltd. outlets across five cities, highlighted the versatility, flavor, and wholesomeness of select U.S. food ingredients that can be utilized in India’s rapidly growing restaurant industry. The carefully refined menu incorporated U.S. ingredients into traditional Indian recipes marketed to the consumer as “U.S.-Indian Fusion.” Through the promotion, Social Ltd. procured ten specific U.S. food ingredients for the fusion food menu, selling 990 fusion dishes across eight restaurants, and reached nearly 12 million end consumers through digital marketing.