Food in India forms a huge part of the culture that their people exercise. Ingredients or recipes or both get carried down from generations through oral tradition and assimilation. From a historical point of view, this naturally makes food from India marketable everywhere else apart from the country. Old things sell for huge sums of money, which has always been the order since the mysteries of time have always held sentimental value to human beings.
Interacting with old things is psychologically a good way to get involved with the past. It is no news that amid the countries of the world, India is among the most recognized country with a food culture that is not only good but has a wide scope of flavors. Since old times, that has been its major product of trade with other countries. All this is to show how comparatively rich India is food-wise. Indian hotels in other parts of the world except for India, are seen to sell the countries cultural foods at high prices that confuse many. Generally, the masses that appreciate history are statistically proven to be little which translates to more critics of how overcharged certain cultures or artifacts are.
Restaurants that serve Indian food, minus the business models, would still sell at high prices due to the nature of how these meals are made. What stands out when you have these meals is the explosion of flavors in the mouth that is caused majorly by spices that are from that part of the world. It is also true to mention that the spices contribute dearly to the high prices of these meals. What makes them so is that they are extremely hard to mass-produce. Their odd nature was not considered while the industrial revolution was happening and engineers are trying to figure that out now.
Take Saffron as an example, it is the style of the saffron flower that is used to make the spice. Most gardening techniques don’t involve ways that show how to harvest styles from flowers, let alone how to preserve them as spices. The process of doing all this is what makes them expensive and eventually, makes the good expensive as well. The flavor in the food is however so nice that it is generally agreed on that the price is worth it and even friends get invited to these restaurants for next-time visits. This is what makes the restaurants seem like they have dirty business tactics while in a real sense, they’re just selling a product that is looked down upon but is just as potent.
Most of them have epiphanies at these restaurants which leads them to be hooked. This draws huge sums of profit that is not well understood by many. Triggering curiosity is where the magic lies. Different people could have different triggers for their curiosity yet a study at MIT showed that food is a major trigger. Indian food to be specific has more curiosity triggering probability than food from any other country or countries combined.
Once a customer’s exploration is set on, they will unwillingly keep on coming back to see what they’ll find and the restaurants will always have something different from what they offered previously, to present each time so that the customer keeps on coming. This business model is mostly used in tech industries but creativity is now bringing to the food industries. Curiosity is what keeps a person scrolling in a social media app and the same curiosity is capable of making a person of keeping someone coming to the same restaurant for a very long time. A trigger always has to be spotted and that is the hard process. Once spotted, everything else falls into play as long as a company stays ready.
Indian restaurants still oversell Indian food in India, a different business strategy is used that almost works like the fast strategy. The restaurants working with master chefs play around with recipes that are originally from the country but modified with other cultures. An example of this would be sushi that uses fish from a country that is so far away. Since rice is readily available, serving rice wouldn’t attract more customers and activate their need to explore, so a creative way to make the same rice to get eaten is employed.