Unexpected success story: Suzuki’s new bestseller in Japan isn’t a car, it’s a ready-to-eat Indian vegetarian curry

What started as comfort food for Indian engineers just became Suzuki’s hottest new business line. Photo courtesy of Suzuki Motor Corp.)(Kyodo)

Suzuki Motor Corporation, the Japanese parent of Maruti Suzuki, is venturing beyond cars, into kitchens. The automaker has quietly entered Japan’s packaged food market with a ready-to-eat Indian vegetarian curry that has turned into an unexpected hit.

Launched commercially in June 2025, the Suzuki Cafeteria Indian Vegetarian Curry has sold over 100,000 packets in three months, emerging as one of the company’s most surprising success stories this year.

The idea was born in Suzuki’s cafeteria in Hamamatsu, where more than 200 Indian engineers work. To help them feel more at home, the company introduced Indian vegetarian curries in early 2024, partnering with Torizen, a 150-year-old local restaurant.

Months of taste testing led to a menu that captured authentic Indian flavours while appealing to Japanese palates. The dishes became so popular that even Japanese staff began lining up for them.

This was brought to attention by automotive journalist Kushan Mitra noted on X (formerly Twitter), “Suzuki enters the pre-packaged food business in Japan. They’ve launched four new packaged Indian curries and sold 100,000 packets in four months.”

Fascinating, Suzuki enters the pre-packaged food business in Japan. They’ve launched 4 new packaged Indian curries and in four months they’ve sold 100,000 packets and they plan to expand to 14 different types of curry in the coming months. This ‘business diversification’ was… pic.twitter.com/LjYolY1waL

— Kushan Mitra (@kushanmitra) October 29, 2025

Seeing the response, Suzuki turned its internal experiment into a full-fledged product. Working with Torizen, it developed ready-to-eat curry kits that could be served after a few minutes in boiling water.

In July 2025, the company launched them nationwide under the brand Suzuki Cafeteria Indian Vegetarian Curry. Each pack, priced at ¥918 (around Rs 500), features illustrations of Suzuki’s cars and motorcycles, a nod to its roots even as it expands beyond them.

The initial line-up includes four varieties, Daikon Radish Sambar, Tomato Lentil Curry, Chickpea Masala and Moong Dal Green Curry. Suzuki plans to introduce 14 more flavours soon.

What began as a workplace meal for homesick Indian employees has now reached Japanese households. The brand’s growing popularity reflects Japan’s appetite for global flavours and convenient, plant-based options.