Mumbai,14th November 2024: This Children’s Day, Godrej Vikhroli Cucina, the owned media platform of the Godrej Industries Group (GIG), celebrates India’s rich culinary heritage through a meaningful campaign. In collaboration with celebrity Chef Amrita Raichand, the initiative invites parents to rediscover traditional flavours and incorporate them into their children’s meals. The campaign, inspired by the theme of provenance, aligns with the Godrej Food Trends Report 2024 (GFTR’24), exploring the diverse origins of Indian ingredients and culinary practices.
In a world where global snacks often overshadow traditional recipes, Chef Amrita poses a playful yet thought-provoking question: “Pizza banaya toh cool? Paratha banaya toh uncool?” With her signature humor and charm, she reminds parents that true coolness lies not in chasing trends, but in embracing the wholesome, culturally rich foods cherished by generations before us.
The highlight of this Children’s Day campaign is a specially curated recipe video, “#CoolKids Paneer Parathas”, where Chef Amrita demonstrates how to prepare nutritious, heritage-inspired paneer parathas using traditional ingredients like Godrej Jersey Ghee and Godrej Jersey Paneer. The recipe celebrates the authentic flavors of India while underscoring the nutritional benefits of age-old ingredients that are integral to India’s culinary legacy.
In the video, Chef Amrita opens with a humorous challenge to societal biases: “Butter hai toh cool? Ghee use karo toh uncool?” As she prepares the paneer parathas with care—kneading the dough, adding generous amounts of ghee, and seasoning the paneer with spices—she showcases how traditional recipes, made with love, can be just as “cool” as the latest food trends. Her message is clear: Step beyond quick fixes and reintroduce kids to the beauty of traditional recipes, proving that the timeless foods we grew up with, like a paneer paratha made with love, are more nourishing and valuable than fleeting trends. Throughout the video, Chef Amrita offers heartfelt advice for parents: “Knead away all the new-age myths about the food we grew up eating!” The video concludes with Chef Amrita plating the parathas, served with a side of yogurt, inviting parents to offer their children a meal that is both nutritious and deeply rooted in culture.
Sujit Patil (he/him), Chief Communications Officer, Corporate Brand and Communications, Godrej Industries Group, shared, “Children’s Day is not just about celebrating the joys of childhood, but also about nurturing the values that shape it. Through this campaign, we aim to inspire parents to reconnect with the food traditions that have shaped their own lives and childhoods. At Godrej Vikhroli Cucina, we believe that the stories and values embedded in our culinary traditions are timeless. We hope to rekindle that connection. This Children’s Day, we invite families to celebrate not just the food on their plates, but the stories, love, and memories that come with every bite.”
Chef Amrita Raichand added, “As both a mom and a chef, I know how easy it is to get caught up in the convenience of modern-day trends, but there’s something irreplaceable about the food that connects us to our roots. Traditional meals like these paneer parathas have been nourishing families for generations, and I believe it’s time we show our kids that these meals are not only delicious but also full of love, culture, and nutrition. The joy of seeing my child enjoy these wholesome meals is priceless, and I want every parent to experience that joy while preserving the rich culinary traditions that define us.”