Research
Chrome Data: Week 44 sees fall in HSM
MUMBAI: The week 44 of opportunity to see (OTS) collated by Chrome Data Analytics & Media saw Religious channels in the Hindi speaking market (HSM) gaining the most.
The genre grew by 1.1 per cent with Aastha channel continuing its run at the top with 96.8 per cent OTS.
It was closely followed by Kids genres across India which saw a jump of 0.9 per cent. Cartoon Network with 79.2 per cent OTS once again remained on top.
Hindi Movies in the HSM and Infotainment channels across India witnessed a high of 0.7 per cent. Star Gold with 96.7 per cent OTS and Discovery with 87.3 per cent OTS topped their respective genres.
The downward trend was witnessed by the eight metros with English Entertainment channels losing the most with a fall of 2.2 per cent.
However, AXN with 68.8 per cent OTS continued with its winning trend in the genre.
English News and Business News too dropped by 1.8 per cent and 1.2 per cent, respectively. Times Now with 84.9 per cent OTS and CNBC Awaaz 78.7 per cent OTS topped in their respective categories.
English Movies too saw a drop of 1.2 per cent with Pix topping the chart with 72.8 per cent OTS.
MUMBAI: Food and travel are officially the ultimate power couple.
As National Tourism Day approaches, the Godrej Food Trends Report 2024 has spotlighted culinary tourism as the driving force behind a revolution in Indian travel. No longer a side dish to the main event, food has claimed centre stage, transforming vacations into unforgettable, flavour-filled journeys.
In 2024, Indians travelled more frequently and for longer durations, with vacation spending surging nearly 25 per cent. A significant chunk of this increase was fuelled by travellers seeking unique and immersive culinary experiences that connected them to local cultures. Whether exploring bustling spice markets or learning time-honoured recipes from community experts, food became the heartbeat of modern Indian vacations.
The Godrej Food Trends Report 2024, curated by Godrej Vikhroli Cucina with insights from over 190 food experts, revealed the top culinary trends shaping Indian travel:
1. Street food and market tours
With 94.1 per cent of experts highlighting their popularity, vibrant food streets and spice markets emerged as must-visit attractions. From the zesty flavours of pani puri to the aromatic whiffs of garam masala, travellers immersed themselves in the diverse culinary fabric of India.
2. Culinary site tours
Nearly 92.3 per cent of experts predicted continued interest in these immersive experiences, where travellers visited tea estates, artisanal cheese hubs, and other production sites. These tours offered behind-the-scenes glimpses into the craft of food making, adding an educational edge to the journey.
3. Home dining experiences and local expertise
Around 87.5 per cent of experts noted a surge in travellers booking home dining experiences. These intimate interactions with local experts allowed visitors to learn traditional cooking techniques, taste signature regional products, and gain a deeper appreciation for India’s culinary heritage.
“Food is no longer just a part of the travel experience, but its very essence,” said A Perfect Bite Consulting MD & the annual report editor Rushina Munshaw Ghildiyal. “Today’s travellers are not just seeking destinations but connections—immersive, authentic experiences that allow them to explore the heart of a place through its culinary heritage. Whether it’s walking through vibrant spice markets, learning traditional recipes from local experts, or savouring unique regional flavours, food has become the bridge that links people to cultures and stories,” she elaborated.
This surge in culinary tourism isn’t just reshaping Indian vacations; it’s creating opportunities for local communities and small brands to showcase their culinary culture. From bustling street vendors to small-scale producers, the movement is helping amplify India’s rich food heritage on a global stage.
As the country celebrates National Tourism Day, travellers are invited to embrace the fusion of food and travel—a blend that promises to redefine how people experience culture and destinations in the years to come.
The Godrej Food Trends Report 2024 is available for download at www.vikhrolicucina.com.
