Sanjeev Kapoor cooks up website for India
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Sanjeev Kapoor cooks up website for India

Master chef Sanjeev Kapoor launched his new website in Hindi on January 19 in New Delhi. With this website, Kapoor plans to reach to a wider audience.

india Updated: Jan 20, 2012 18:22 IST
Subuhi Parvez
Subuhi Parvez

Sanjeev Kapoor's recipes will now soon have a taste of India. He has just launched a website in Hindi.

"This is world's first site where one can search for well-tested recipes and that too all kinds of regional recipes," he said.

When asked how much a digital medium is useful in reaching to maximum people, Chef said that not all women are techno-friendly but every medium is not for everyone. "We have our TV channel FoodFood running 24*7, for women who cannot access the internet", added Kapoor.

Kapoor also says he focuses on how far he can reach out to people rather than not reaching at all.

"There is huge untapped potential market in the country, which can be fulfilled by introducing local languages in the digital content space. With this, we intend to bridge the divide between Hindi and English audience", he said.

Master Chef shared that there was a demand for recipes in Hindi. This is an opportunity for Hindi speaking people to post their recipes as well as get information on various cuisines. Kapoor also believes that social media is a necessity. In a minute, we could reach to so many people.

Kapoor insists that his site will mostly have Indian cuisine as he says that in India people prefer their own flavour.

He said, "I have selected some Italian and Chinese recipes but with an Indian touch. To tell you the fact, different recipes are most written about, but don't sell", adding "If a Thai restaurant is open in the City, everybody will write about it but the food will not be in much demand. On the other hand, samosas on the street sell so much but not one person will write about them."

When asked about the secret spices, Chef said that the basic ingredient should be good; the spices are just the jewellery.

The site includes Sanjeev Kapoor's recipes, articles on food, nutrition, health, wellness, kitchen care, meal planning, cooking tips, health tips, kitchen tips, historical journey of Indian food and traditional Indian festivals. Besides this the site also hosts articles by other celebrity chefs and food lovers from all parts of the world.

Food lovers have an opportunity to be a part of world's largest Hindi language recipe site by simply sharing videos and recipes on, if selected they will be featured on the Hindi language site.

Sanjeev Kapoor's show Khana Khazana has been the longest running cooking show in the country. He has authored more than 140 recipe books and the only chef in the world to launch a 24 hour TV channel dedicated to food.

The celebrity chef has also ventured in fine dining restaurants in several cities in India and other countries like Dubai, Bahrain and Nepal.

First Published: Jan 20, 2012 18:18 IST