It was in 2008 when Man vs Food premiered on television that the world woke up to the concept of competitive eating, and host Adam Richman became a household name. The formula was simple: polish off gargantuan amounts of food within a stipulated time A decade later, the fad is far from fizzling out. Nachiket Shetye, founder of Cellar Door Hospitality Pvt. Ltd., a culinary consulting firm, says after Richman's show, the concept caught on like wild fire.

"In the US, it's very common. The moment an establishment gains popularity, they organise these challenges to advertise further," he says. In Mumbai, the story is no different. Last month, restaurateur Pankaj Gupta of Oye Kake organised a lassi chugging competition that saw participation from over 70 people. "I wanted to offer non-drinkers a chance to compete in a chugging competition. Why should beer lovers have all the fun?" he says. The fact that Oye Kake is centred only around Amritsari food necessitated working within a set framework.