The new age, ambitious Cupid: Aiming to bring two countries closer

maidoindia is celebrating its 3rd anniversary of bringing Japan closer to India

Mumbai, Maharashtra, September 15, 2010 /India PRwire/ -- What started off in September 2007 as a simple food festival to give Indians a taste of Japan is now an ambitious project playing a significant role in bringing the two countries closer through food, art and culture. From hosting an annual Japanese food festival to initiating a "Sake club"; from sushi conveyor belts at Indian weddings to Japanese artefacts displays across the city; from tourism to photography to fashion, maidoindia has definitely come a long way. As they celebrate three years of "bringing Japan closer", here's a snapshot of their success story so far.

In September, 2007, a Japanese food festival, Washoku, was held at India's premier Hospitality school, Institute of Hotel Management (IHM), Mumbai. The event also included a sushi contest, which eventually saw a group of Indian students enter the Guinness Book of World Records for creating the world's largest sushi mosaic (http://www.youtube.com/watch?v=GHFSU_TaSbY) in March 2008. The idea was much simpler and down-to-earth back then - "let's bring Japan closer to India. This very idea soon possessed us and culminated into the formation of Maido Enterprises Pvt. Ltd. Three years hence, the two countries are definitely closer, at least culturally if not geographically", reminisces Harry Cheng, founder and director of Maido Enterprises Pvt. Ltd.

"Tokyo has 15,000 Indian restaurants. Mumbai, on the other hand, cannot even boast of 15 decent Japanese restaurants. A whole new culture was waiting to be discovered", explains Anuj Jodhani, Director, maidoindia. "It has taken quite some effort to get the Indian palette used to Japanese cuisine. Definitely, our customers have had to train their taste buds and we've customized all we could from our end to make it easier for them", chuckles Anuj. What one would originally imagine to be raw fish on a rolled-up bed of rice, is now free-flowing at Gujarati and Jain weddings, on fancy sushi conveyor belts, in a wide vegetarian variety - sushi stuffed with mushroom and spring onions or asparagus and bell peppers or the simpler cucumber and carrot, they've got it all covered. The chef handling this live counter will also be happy to serve you udon noodles and crispy tempuras.

Maido simply means - a business 'hello' in Japanese. This simple greeting is slowly turning into a movement with more and more restaurants adding Japanese cuisine to their menus and an increasing demand by more than 30 gourmet stores across the country - Godrej's Natures Basket, Bombay Baking Co. at the JW Marriot, Spar et al. A lot of high end malls are also running Japanese counters to attract more footfalls. This has given birth to "Sushi and More", a new food division launched by maidoindia.

On the cultural side, Indian photographer, Shantanu Das, visited Japan with Harry and Anuj in 2008 and later brought Japan to life for the Indians through his photo exhibitions in 2009. The next on the get-to-love-Japan list was leading fashion designer, Narendra Kumar, who recently showcased his "inspired by Japan" collection at the Van Heusen Men's Fashion Week in Delhi, and called it "The Samurai Warrior". The collection was also launched in Mumbai over a Zen, Japanese green tea ceremony (August 2010). maidoindia has invited Indian artists, designers and journalists to get a taste of 'the land of the rising sun' and has also been assisting Japan Tourism to actively promote Japan as a tourist destination for the Indian traveller.

This love story is indeed a happy one and well-reciprocated. In 2009, maidoindia decided to give the Japanese a different taste of India when they took Mumbai street food to Japanese homes, and organized several pani-puri tasting sessions in Tokyo! Besides this, they are also hiring Japanese interns in their company to give them a feel of India and the Indian business culture.

To take their project to the next level, they are now launching Japanese products specially customized for Indian vegetarians, such as the healthy Miso soup, which will soon be available at gourmet stores across the country. "Over these last three years, Japan has definitely come closer to India, but this is only the beginning of a longer journey", concludes Harry Cheng.

Notes to Editor

Maido Enterprises Pvt. Ltd. (www.maidoindia.com)

Maido India is into the business of bringing Japan closer to India through food, art and culture. It promotes Japan in India through import, distribution, events and more. Recently, maidoindia launched a new business division "Sushi and More" which is pioneering delicious Japanese cuisine closer to the homes and hearts of Indians.

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Maido Enterprises Pvt. Ltd. recent press release(s)


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