It needs a TV show to change your taste

When the movie Sideways released, shortly after, the sales for Merlot fell by an astonishing 20 per cent, a figure that then got added to the sales of Pinot Noir, a grape that was much revered by the protagonists in 35mm. It was a very clear sign of the kind of influence modern forms of communication could have on traditional markets and products. Facebook and Twitter add yet another dimension to this already confusing ballgame.

With food too, such influences are only too apparent. Nothing that Jamie Oliver does can ever go unnoticed in kitchens from Brighton to Newcastle. Everything that is projected on a wide-reaching channel manages to have wider-reaching consequences.

It was perhaps with this ploy in mind that the Masterchef series was launched. Having had formal training in culinary arts I find the whole show farcical and too dramatic. But then, the Indian version came along and taught me a valuable lesson: that things can, and do indeed, often turn for the worse!

But they did have make the world sit up and salivate simultaneously. For the regular consumer, this was as close to all the grill-action they had ever been. While being busy disliking the shows, I had forgotten the simple truth that I had toiled behind the 350º but consumers had only tasted it sitting in the front-of-the-house, and a trip to the kitchen was an unparalleled chance to understand just how these marvellous dishes were put together. The Masterchef series, along with a few other shows had managed to shift the spotlight on the chefs. This, I agree, is a fantastic thing.

While all this was happening, an Indian outlet got well innovative. They managed to tie-up with the entire franchise (Aussie version of course, nobody in their right mind would have anything to do with Masterchef India) and reproduce some of the exquisite recipes from the show on their menu. Not only were these dishes to be chosen and shared but also given a certain exclusivity by being available only on their brunch menu.

Now Shiro’s is one great Indian success story and I love the place for its mix of the gastronomic with the spirited. They have a lovely brunch menu and in this they have included some of the dishes from last year’s Masterchef Australia series. This is being rolled out across India. I managed to try the dishes in Mumbai and came away pleasantly impressed something that doesn’t happen often. A few of them—Hanai Crisp parcels, Massaman Curry, and the Braised beef with Daikin—were absolute winners and I was almost tempted to go home and watch back-episodes. Thankfully, the chef was at hand to assure me that I could eat the same dishes in Delhi and wouldn’t need to bother with cable network.

What is more intriguing to me however is the notion that these dishes will go on to become popular staples on the social circuit all thanks to a TV show.

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