'Naked crepe' for Rs 1400: Harsh Goenka slams pricey rebrand of dosa, idli in US

The menu of the restaurant that Harsh Goenka tweeted. (Image: hvgoenka/X)

In a world where culinary traditions often get lost in translation, RPG Enterprises Chairman Harsh Goenka's recent tweet has highlighted a fascinating—and somewhat humorous—trend.

Goenka tweeted: “Who knew vada, idli, and dosa could sound so fancy? With these strange names khaane ka mazaa khatam! Agree?” His tweet references an image of a US restaurant menu that has given traditional South Indian dishes a high-end makeover, complete with equally high-end prices.

The ‘All Day Breakfast’ menu at the unnamed restaurant in question offers a "naked crepe" for dosa, "dunked doughnut delight" for vada, and "dunked rice cake delight" for idli. While the names might elicit a chuckle, the prices are more likely to evoke a gasp.

The dosa is priced at a staggering $17.59, which converts to a little over Rs 1,400. Idli costs $15.39, nearly Rs 1,300, and vada is priced at $16.49, approximately Rs 1,400.

Who knew vada, idli, and dosa could sound so fancy? With these strange names khaane ka mazaa khatam! Agree ? pic.twitter.com/Px94gQGUAd

— Harsh Goenka (@hvgoenka) July 2, 2024

The vada, a deep-fried savoury item made from black gram, is a popular snack, while idli is renowned for its simplicity and nutritional value.

The steep pricing in this American restaurant highlights a broader trend of traditional foods being rebranded and marked up in international markets.

Several of Goenka’s 1.8 million followers joined the discussion in the comments.

“Calling it Naked Crepe is an insult to all South Indians,” one user wrote.

A second wrote: “Shakespeare lovers will say " idli, vada, dosa by any other name would smell as sweet or savoury!!" Maybe Gen Z would eat them only if fancy names r given?!”

“Agreed. The humble Idli-vada and Dose/Dosai with their western or westernised counterparts. Hope the humble Upma and similar others have been spared,” a third wrote.