Research
India produced 36% of global chatter for World Cup week 1: Repucom study
MUMBAI: The ongoing ICC Cricket World Cup 2015 is seeing a strong rush of trends on social media platforms. Comparing the social media buzz from both the first weeks’ action of the 2011 and 2015 Cricket World Cups, the growth of India’s online community has made them the dominant force in international social engagement within the sport, states a report released by sports marketing research company Repucom.
According to the report, in the first week of the tournament held in 2011, the top 10 most active nations talking about the Cricket World Cup had produced just under 9,000 (8,930) online interactions. When compared to the same period of this year’s competition, the top 10 most active nations produced over 82 times as much traffic (7,39,050). Besides over 36 per cent of the global chatter was produced by one nation, India.
Speaking about the emerging social media trends, Repucom South Asia senior vice president and India director Joseph Eapen said, “Commercially speaking, India’s official Facebook page generates $16,156 per post of potential media value to their sponsors. This average was taken from a sample of 10 posts during the first seven days during the World Cup.”
Eapen also states that the ICC has been making big efforts in bringing digital platforms to the foreground of this year’s tournament through collaborations with Twitter as well as extending their digital coverage with live scores, in-match clips, exclusive videos and an official app.
According to the report, other teams which have produced the biggest online buzz this year include Pakistan, Australia and the UK. Surprisingly though nations like the US have also contributed to a good deal of engagement. “In 2011, the US was responsible for 29 per cent of the global online buzz. In 2015, that percentage has dropped to nine per cent, showing the growth in online competition and share of voice,” the report adds.
In its concluding remarks the report says that of all the competing nations, England and South Africa join India as the only teams to rank in both the top five most well followed Facebook and Twitter accounts.
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.
