Think soy sauce and do you think of Oriental dishes? That is precisely that kind of perception that Kikkoman Corporation wants to dispel in India.
The brand made its foray in India in February 2021 and since then it is working closely with chefs, highlighting how it is a versatile all-purpose seasoning that can be used for all cuisines. Harry Hakuei Kosato, Director Kikkoman India and India Representative of Kikkoman Corporation, explained that the brand’s product is heads and shoulders above its competition since it is composed of only four ingredients – soybeans, wheat, water and salt.
Moreover, he added that it is naturally brewed using the Honjozo method. “This fermentation process, which lasts several months, cannot be rushed to maintain the product’s well known elements – rich, yet mellow, flavour, an appetizing aroma, and the distinctive bright reddish brown colour,” he added.
There is no dearth of local companies that produce and sell soy sauce. However, a quick look at their ingredients list shows that it often includes artificial sweetener and cornflour.
This prompted Kikkoman to conduct the ‘Honjozo Authentic Soy Sauce Experience’ for hospitality professionals to better appreciate the difference between its products and that of the competition. Kosato stated that this campaign consists of three main. Elements. This includes developing talent and fostering exchanges among chefs, educating everyone in the ecosystem about the use of soy sauce through cooking sessions and contests and learning how the Kikkoman Soy Sauce can enhance a dish via experimenting through R&D in food culture.
“Every chef – from seasoned professionals to students – will have a chance to experiment and learn diverse ways of using Kikkoman Soy Sauce and cook up a storm. Through cooking contests, videos, talks and workshops, the Honjozo Experience movement will bring together chefs, students, restaurants, hoteliers, the media, industry leaders as well as government representatives to explore how Kikkoman Soy Sauce can enrich any and all dishes served in India,” Kosato proudly claimed.
He is delighted that Indian chefs are already using soy sauce creatively in Indian dishes, including local delicacies like samosas. “Furthermore, we are doing a full-course for chefs in India as part of our ‘Chef’s Connect’ programme. Herein, several Indian dishes will be served with Kikkoman soy sauce,” Kosato added.
According to him, Indian chefs are keen to experiment while creating delicious meals. Leveraging their inventiveness, the brand is also providing samples of its soy sauce to chefs to add to the new recipes they dish up, be it for Asian, Western or Mediterranean dishes.
The past decade has witnessed a growing interest in pan-Asian and Chinese cuisine amongst Indian consumers, which has resulted in an increased demand for soy sauce, a vital ingredient for Chinese food. Kosato quoted a Nielsen report which stated that the consumption of soy sauce in India during the April to June period 2021 has seen a 130% as compared to last year.
This also underlines the importance of the Indian market for Kikkoman, though Kosato is quick to point out that with just nine months under its belt, the company is still a startup in the country. However, following the sauce major’s recent decision to open its fifth factory outside Japan, in Brazil, he does not rule out a similar state of affairs in India soon.
“Currently, we prioritise developing and building a robust consumer market for Kikkoman products in India. This will eventually pave the way to initiate a factory in India targeted at the Indian market,” he summed up.
