Entrepreneur Anuj Jodhani brings you authentic Japanese snacks and foodstuff at temporary kiosks located at Malad's Hypercity, and some Nature's Basket branches. You have till March 20 to dig in
Entrepreneur Anuj Jodhani brings you authentic Japanese snacks and foodstuff at temporary kiosks located at Malad's Hypercity, and some Nature's Basket branches. You have till March 20 to dig in A 23 year-old has placed before Mumbai its next gastronomic challenge ufffd Green Tea Jell-o and Dried Fish Scales anyone?
Anuj Jodhani, director of Maidoindia, has imported over 30 different
products from Japan to introduce the average Mumbaikar to Japanese
food and snacks. Pics/ Bipin KokateAnuj Jodhani has collaborated with Ministry Of Agriculture, Forestry and Fisheries of Japan and Mitsubishi Research and Consulting to open Mumbai's first Japanese food store. The Premium Japan Shop was launched on January 29 at Hypercity, Malad, and at the Warden Road, Bandra and Powai branches of Nature's Basket.
The young entrepreneur runs a three year-old company that imports Japanese food items including Wasabi nuts, Wasabi paste and Japanese pickles. But this time, Jodhani has imported over 30 different varieties of products that range from Snacky Nori (made of dried seaweed) to sauces like Yuzu Pepper Paste and Korokke Sauce, a tomato-based sauce, and salty Mineral Candy, Green Tea jelly, fish stalk, dried fish scales and Sake.
"These items are not just for the well-travelled gourmand who knows his Kikkoman Soya Sauce from other run-of-the-mill brands. I want to bring Japan to the average Mumbaikar who thinks Japanese cuisine begins and ends with Sushi," says Jodhani.
Already, Jodhani says, the Udon noodles (made of wheat flour, and as thick as spaghetti) and Miso (soya bean) vegetable soups are flying off the shelf.
While it's natural that customers will reach out for products they are able to identify, Jodhani has a plan to get them to try the unknown.
For one, a tasting kiosk has been placed in Hypercity and the Warden Road branch of Nature's Basket. Here, a store attendant cooks the noodles, stirs up some steaming Green Tea, and serves Japanese Macadamia nuts to customers who walk in.
Jodhani then hands out a small pamphlet listing the product range, and what each is best paired with (in some cases, how it's consumed too) to the curious customer. Here's a sample: "Furikake Rice Seasoning: A Japanese topping used to sprinkle on top of rice to make a simple snack. To make it more interesting pour green tea over a bowl of rice with this seasoning."
A board has been placed in front of each product on display listing its name in English. Once the shop closes on March 20, 2011, Jodhani will take stock to figure what sold and didn't. That will help him decide what food stuff to bring down the next time round.
World-famous Kokkoman soy sauceThe store sells five different types of sauces and pastes, including the world famous Kikkoman soy sauce (Rs 294). prices range from Rs 290 to Rs 490.
Green tea syrup and beansIf you thought green tea could only be sipped daintily out of a cup, think again. There's Matcha syrup (Rs 440) that can be poured over your ice cream. Also available are green tea beans (Rs 340), and green tea jelly (Rs 170).
