The festival brings together an exclusive collection of 40 British brands together for the first time in India in one store.
The UK Department for International Trade (DIT) and HyperCITY Retail (India) Ltd. launched a British food and drink festival ‘Tastes of Britain’ in HyperCITY Malad store in Mumbai.
Kumar Iyer, British Deputy High Commissioner Mumbai and Director General UK Trade, Economics and Prosperity along with Ramesh Menon, Chief Executive Officer, HyperCITY Retail (India) Ltd inaugurated the festival amidst a gathering of food lovers.
Kumar Iyer said:
‘Tastes of Britain’ at HyperCITY malls across India, is going to be a great festival of British food and drink. There will be a myriad of British products here for people to experience from British shortbreads to the immensely popular range of Jamie Oliver Pesto sauces – there will be something for everyone!
I’m looking forward to this week’s launch in HyperCITY Mumbai, not least as I am looking forward trying my hand at cooking some of my own favourite foods.
Much to the delight of those gathered at the store Kumar Iyer took the lead and participated in a live cooking session where he tested his culinary skills using all-British products that were on showcase. He also joined customers in sharing and eating the food he had cooked during a product sampling session in the store.
Ramesh Menon said:
HyperCITY is a one-stop shop for the highly evolved Indian customer seeking an exhilarating shopping experience, wide range of products and best customer service. Through ‘Tastes of Britain’, we aim to elevate HyperCITY as an aspirational retailer, which is above the current run-of-the-mill ones; raising the bar for the entire industry.
Since British cuisine has always been experimental with its multicultural flavours, making it a potpourri of eclectic styles, we want to savour these authentic products exclusively at HyperCITY for our well-deserving customers. Also, we wish to capitalise on the opportunity and trigger impulse purchases in-store and drive strong category growth.
HyperCITY is hosting the ‘Tastes of Britain’ festival from 8 to 31 March in Mumbai, Bengaluru, Hyderabad and Delhi stores.
During this month-long festival they will host cooking sessions with expert chefs offering culinary treats using the finest British produce available in HyperCITY.
The store will also host select sessions showcasing authentic British dishes including full English Breakfast, English Garden Salad, old fashioned cucumber tea sandwiches, Harissa Chicken Traybake and Cranberry Sponge Pudding.
British brands like Waitrose, Clarks, Batchelors, Jamie Oliver, Grain, Harlteys, Beanies, Walkers, Loyd Grossman, Epicure, Artisan Grains, Tracklements, Dorset Cereals, Shortbread House of Edinburgh, The Fine Cheese Co., Mondovino, Eat Natural, Belvoir, Clipper, Tate & Lyle, Gardiners of Scotland, Manjaga, Nairs, Santa Maria, Beanies, Anti Snack+, Aah Bisto, Alfez will be on display during the festival.
DIT helps UK-based companies succeed in the global economy. We also help overseas companies bring their high-quality investment to the UK’s dynamic economy.
DIT offers expertise and contacts through its extensive network of specialists in the UK, and in British embassies and other diplomatic offices around the world. We provide companies with the tools they require to be competitive on the world stage.
Stuart Adam, Head,
Press and Communications
British High Commission, Chanakyapuri
New Delhi 110021
Tel: 44192100; Fax: 24192411
Mail to: Jagori Dhar