India has gifted many firsts to the world, the 4-5pM snack is what we call the fourth meal. The west calls it snacks.
It is an age old response to the 4pm craving, it comes in all shapes, sizes, flavours and of course is popular across the country. These foods have migrated across India and across the world too with Indians. Especially as the well-heeled upper classes travelled to study they took their sweets with them, and as Indian students spread far and wide to form the 2 crore plus Indian diaspora, Indian snacks became normal fare.
So when we found that Delhi-based artist Rajkamal Aich chose popular items like samosa, jalebi and laddoo because food is a “conversation starter” and is among the few things that unite the diverse country of 1.2 billion people, we thought it would be great to share his witty take in Snacky Superheroes with you. Who knows, his power-packed idea may feed your imagination too?
Mr. Aich says, “Every state has something unique to offer when it comes to food, but they are all Indian – like rasgulla which is unique to Bengal, but it’s enjoyed everywhere; or, dhokla which is from Gujarat but is loved in other parts of the country too,”.
For each of these Snacky Superheroes, Mr. Aich has made a backstory, a rather complex one. The quickly gobbled and humble foods come to the aid of the weak and fight for the underdogs, or the underfed sitting in offices and homes.
The stories, he says, are all rooted in the present-day Indian reality and are peopled by those who inhabit the country.
Let’s meet his delicious Superheroes… Each of whom are fresh and ready for becoming great mascots for your Food POD brand or ideas for your menu on the move.
Mobility architect, system designer, and ecosystem builder
Since 2012, he has developed various scalable vehicle platforms and solutions for retail, logistics, and defense. As a possibilist, futurist, and innovator, Vikram’s designs have powered the success of Food POD mobile kitchens at ITC, TAJ Hotels, Qmin, Manipal Group, and more.