OPINION | Delivery Diaries: India’s Changing Plate: A new era of food preferences

food

Food in India has never been just fuel. It’s an identity, and an emotion. It is a key part of a memorable event that we would like to celebrate. If we deep-dive into India’s culinary identity, we will see that it is a vibrant mosaic and a symbol of diversity- one with thousands of regional cuisines, traditions and tastes. For centuries, the geography shaped the plate- rice led in the south, wheat in the north, mustard oil in the east, coconut in the south west. Recipes passed through families, reinforcing boundaries as strong as state borders.

But the way India eats today is dramatically different. Regional flavours are no longer confined to their roots; they’re stepping onto a shared national plate. From kitchens in small towns to the cafes and big restaurants in bigger cities, India’s plate and food preferences are being totally redefined. Today, a Sadya is readily available and enjoyed across cities during Onam, appam is preferred in the north, and litti chokha has found its place outside Bihar. Also, international cuisine is fast becoming mainstream, driven by the Gen Z who invest a lot more in experiences.

This shift is being shaped by a range of factors including a massive digital transformation in the way Indians discover, consume and celebrate food, driven by social media reels and influencers. It is also being accelerated by food delivery, technology, and the new rhythms of modern life.

Our recently under flagship report, How India Eats 2025 edition in partnership with Kearney, outlines some interesting trends that further reinforce the shift in the regional to national, and the redefinition of India’s food palette. The report forecasts that the food services industry in India will cross US$ 125 bn by 2030- – with increase in disposable incomes, digital adoption and the growing appetite for convenience being the key drivers of growth.

Traditionally, migration, travel, and trade drove the spread of food. Today, platforms like Swiggy are the new connectors. They have made India’s culinary diversity readily available and also made it possible for food lovers to try out a dish within minutes. A Hyderabadi biryani outlet newly opened in Mumbai can now find customers within minutes, and a dosa from a small kitchen in the city can travel into the everyday diets of Delhi households. With food delivery platforms, one can relish the special delicacies around a festival- like Bengali cuisine during Durgapuja or Haleem during Ramadan.

Today, digital has emerged as the biggest unifier. Technology and digital media have further nurtured curiosity with algorithms recommending a new cuisine and social media reels further adding to the curiosity. A viral reel on a Bengali sweet or a new fusion dish can translate into thousands of orders within a week. This isn’t just diffusion of taste; it’s acceleration of culture. Algorithmic recommendations, and digital discovery have democratized what was once niche and local, making regional dishes both accessible and aspirational.

A ‘Pan-India’ culinary identity is fast emerging as a new trend. Take the thali. Once deeply regional, i.e. Gujarati, Rajasthani, today’s thali restaurants and delivery menus often present a curated “India on a plate.” It’s symbolic of what’s happening digitally: technology isn’t erasing regional identity, it’s weaving them together in new, collective forms. On Swiggy, a user might order rasam rice on a weekday, butter chicken on a Friday, and momos for a Saturday night. The algorithm that learns these rhythms is shaping a new national taste palette, a thali of choices enabled by delivery.

Swiggy’s How India Eats 2025 report launched in partnership with Kearney outlines that hyper-regional cuisines have been experiencing exponential growth in this era of experimentation. Upholding regional kitchens, Pahadi cuisine led this growth with an 8.3X increase, followed by Bihari (3.1X) and Goan (2X growth) indexed to North Indian and South Indian Cuisines (CAGR 2022-25). From Kashmir to Kanyakumari, hyperlocal delicacies are making their way into mainstream delivery and dining out menus. Focused regional menus with authentic ingredients, prepared by the local chefs to further build on the culinary identity and drive better connection, immersive experiences and community engagement, and local storytelling are fueling the rise of the hyper-regional cuisines across the country.

India’s beverage palate is turning sharply desi and experiential. Buttermilk (6.3X growth between 2022-25), Sharbat (3.8X growth), and Tea (3.3X growth) lead the growth surge (Relative growth index vs overall beverage category, 2022 - 2025). This trend further adds on to how India continues to give preference to age old drinks. Infact, QSRs and Cafe Chains are launching Indian beverages tailored to local tastes. Take the example of Filter Coffee and Kala Khatta Cold Brew by Starbucks, Masala Pop and Chilli Guava by McDonald’s and Kehwa by Barista.

AI is not only recommending what you might want next; it’s amplifying regional cuisines. By analyzing demand patterns, platforms can bring local heroes to the fore, ensuring a Chettinad Curry or Litti Chokha is as visible as a pizza or burger. Demand forecasting helps small kitchens prepare better and avoid waste, while personalized discovery introduces customers to foods they may never have tried otherwise. In many ways, data science has become the new spice rack of Indian food which is subtle, but transformative.

Why does this matter? Because the way we eat reflects how we see ourselves. When a Maharashtrian orders appam, or a Tamilian craves chole bhature, it isn’t just about convenience. It is about cultural connection, i.e., shared pride in diversity. Food delivery has made this connection easier, faster, and more affordable, turning regional pride into national pride. In doing so, it is not just feeding demand; it is shaping identity.

If dosa, tikka, and biryani are already national staples, the next wave could be idli, misal pav, or even millet-based modern recipes. Platforms will play an important role in this evolution, by recommending these dishes, working with restaurants to make the regional supply chains more efficient, and giving local and new entrepreneurs a massive reach. The speed and scale at which regional food items can now become national favourites is unprecedented and food delivery is the catalyst.

India’s evolving taste palette is not just a reflection of culture; it is a case study in how technology, platforms, and delivery models are reshaping industries. Regional cuisines are no longer bound by geography. They are being propelled by algorithms, delivery networks, and consumer curiosity into a shared national identity.

This is a celebration of India and its food diversity. The banana leaf thali, the smoky tikka, the layered biryani, as they are no longer just regional. They are India’s dishes. And in every bite, they tell us who we are: a nation united by food, accelerated by technology, and connected through delivery.