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

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.
For those familiar with these South Indian staples, the transformation is both amusing and bewildering. Dosa, typically a crisp, savoury dish made from fermented rice and lentil batter, is a breakfast staple in many Indian households.

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.