How MasterChow is creating a vibrant market for diverse Asian cuisines in India

The Asian cuisine market in India has witnessed a significant transformation over the past few years, driven by the increasing demand for authentic flavours and cultural experiences. Brands like MasterChow are capitalizing on this shift by blending traditional and contemporary influences in their offerings. With products like “Asli Chinese” and the recently launched K-Chow, which highlights the growing popularity of Korean food, MasterChow has carved a niche in the Indian food industry.

In this interaction with Adgully, Vidur Kataria, Co-Founder, MasterChow, shares insights into the brand’s journey, from its unique positioning of “Asli Chinese” to creative campaigns like the Slurp Challenge, which resonated with younger audiences. He also discusses how the brand leverages content marketing and user-generated content to build a strong community while expanding its reach. Furthermore, Kataria reflects on the challenges of scaling the brand while staying true to its ethos and how influencer collaborations contribute to MasterChow’s success in tapping into the Korean wave.

MasterChow’s “Asli Chinese” narrative has resonated well with audiences. What inspired this positioning, and how have you used content marketing to amplify it?

The story of Chinese cuisine in India traces back to Tangra, Kolkata, where Chinese immigrants brought their authentic recipes nearly a century ago. Over time, Indian spices like Sichuan and Schezwan were infused, giving rise to our uniquely Indian-Chinese cuisine, which we proudly call “Asli Chinese”. Interestingly, dishes like Manchurian don’t even exist in China – they are a testament to India’s love for innovation in flavours. At MasterChow, we celebrate this evolution by elevating Chinese cuisine with a distinctive Indian twist. Through content marketing, we highlight these culinary stories and cultural connections, creating engaging narratives that resonate with our audience.

Could you share insights into the Slurp Challenge campaign? What were the key objectives, and how did it contribute to brand engagement?

The Slurp Challenge was launched to promote our new sub-brand, K-Chow, featuring four bold flavours of Korean ramen. The campaign draws inspiration from two Korean pop culture phenomena: the love for spicy noodles and the trend of Mukbang – where people record themselves eating. Participants had the chance to win Rs 5 lakh in just five minutes by slurping their noodles as loudly as possible. Additional prizes included a PlayStation 5, a gaming laptop, and K-Beauty hampers. This campaign not only sparked curiosity but also fostered engagement through fun and competitive content, positioning K-Chow as a trendy and exciting addition to our brand.

With the launch of K-Chow, how are you leveraging content strategies to ride the Korean wave and expand your brand’s appeal?

Our content strategies for K-Chow embrace the growing influence of Korean pop culture in India. Campaigns like the Slurp Challenge are our take on popular Korean TV shows, blending playful cultural elements with interactive challenges. Additionally, we collaborate with influencers who connect with Gen Z and millennials, tapping into their fascination with Korean cuisine, drama, and lifestyle trends. This approach helps us expand our reach and establish K-Chow as a must-try product in the Korean food segment.

What role does user-generated content play in MasterChow’s engagement strategy, and how do you encourage it?

User-generated content (UGC) is a cornerstone of our engagement strategy. Honest reviews and real experiences from users resonate more deeply than celebrity endorsements. We encourage UGC through interactive challenges, giveaways, and campaigns like the Slurp Challenge, where customers share their experiences. By resharing their content, we not only amplify their voices but also foster a sense of community around the brand.

As a rapidly growing brand, what are the biggest challenges you face in scaling MasterChow while staying true to your brand ethos?

Scaling comes with its own set of challenges, especially in balancing demand with quality. As our distribution footprint expands across offline and online channels, maintaining a consistent brand image becomes increasingly complex. Ensuring that every product reflects our ethos – delivering authenticity, flavour, and quality – requires constant innovation and operational vigilance.

What are some of the most significant shifts you’ve observed in consumer behaviour when it comes to Asian cuisine in India?

Indian consumers have become much more experimental, driven by exposure through Instagram, YouTube, and global dining trends. They’re keen to explore authentic flavours, from Korean ramen to Vietnamese pho, while still appreciating familiar adaptations like “Asli Chinese”. This shift has created a vibrant market for diverse Asian cuisines.

What role do influencers and collaborations play in MasterChow’s marketing campaigns, and how do you choose the right partners?

Influencers and collaborations are pivotal to our marketing strategy. We prioritize working with partners who align with our brand ethos and can authentically connect with our audience. By collaborating with foodies, lifestyle creators, and cultural enthusiasts, we ensure that our campaigns feel relatable and resonate with the community we aim to serve.

Also Read: How MasterChow is cooking up a culinary storm with focus on authenticity