Food, like fashion, is on a high wave of experimentation and diversity. As the Indian palette goes beyond the Mediterranean and the Italian platters, SUNDAY PIONEER tells you how food festivals and cuisine branding have become popular exercises to draw in potential customers

You may not find the time or the pocket to visit the seven-star cuisine stop Chi Ni at Dusit Devarana, or for that matter, the authentic eateries at dedicated hotels like le Meridien, or platters from Japan and Vietnam, but a one-stop food festival at the Select City Mall is taking care of that.

Asian cuisine is on full display in the well anointed courtyard of the Mall with express focus on Far East and South East Asia. There are baked momos, Burmese soups like Khow Suey, Vietnamese rolls and Chinese and Thai specialities on sale with top line chefs at your service — not just to explain the work that goes into making of a delicacy but also about the ingredients.

The Asian Hawker’s Market, the first of its kind platform for restaurant branding and marketing, is on till Monday and is offering an eclectic mix of food, drinks (they have an invitation only bar in the garden premises with black clad bouncers at the entry) and evening live music with strains of pop, sufi and far eastern beats to regale the holiday rush as well as the festival visitors with a myriad activities.

For children, for example, there are wholesome food-oriented activities like the Chopstick Challenge and the Tweet-and-Get Bakes up for the grab, besides joy rides for the little ones on furry camel walkers and mounted horsebacks.

In between, bites of succulent grills in Tepanyaki sauces, with made to order spice levels, come in handy on afternoons fast turning into winter welcomers. The Wasabi mushrooms are the specials not to miss as is the berry cheese cake slices which are slim, trim and lovely to look at. “We are basically a high end catering service but are here to give a taste of what we can offer at your doorsteps or to regale your palate at home parties.

“As part of the overall Select Group, we do not have any restaurant presence but the outlet here is sure going to boost our presence,” explains Ashwini, the stall manager at the Select Grills counter.

Many like him are here for the unique marketing opportunity the platform is offering them in the name of direct interaction with potential clients, be it the high-end Oberoi group or other 5-star restaurants who have brought with them their sous chefs and executive chefs to dish out the eats at the drop of the order and also keep the customers engaged in food stories.