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With rising consumer spending power, increasing urbanization, and an appetite for experimental dining experiences, the live food counter movement is poised for continued growth
As India’s food culture continues to evolve, one thing is clear—live food counters aren’t just a passing trend; they’re a fundamental shift in how people experience dining
In India, dining is no longer just about eating—it’s about experiencing. As consumers seek more personalized, immersive, and engaging culinary moments, live food counters have emerged as a significant trend, reshaping the way people celebrate and entertain. Whether at lavish weddings, corporate gatherings, or intimate house parties, these interactive stations are bringing fresh energy to the country’s food service industry.
A Growing Market for Interactive Dining
According to Anup Agarwal, co-founder, CaterNinja, this shift reflects a broader transformation in India’s food service market. “People are not just looking for dining but food as a source of entertainment—what we call the ‘foodtainment’ space,” he explains. “The overall food processing industry in India is expected to reach ₹31 lakh crore by 2026, with organized food-service operations projected to account for nearly 49 percent of this market.”
This evolution is particularly evident in personal celebrations, where food plays a central role in crafting memorable experiences. “From big fat Indian weddings to milestone birthdays and festival gatherings, people want to create lasting memories for their guests,” Agarwal says. “Celebrations are no longer mere formalities but an opportunity for indulgence, where every element—especially food—is carefully curated for impact.”
The Appeal of Live Food Counters
Live food counters offer an unmatched level of engagement, allowing guests to watch their meals being prepared right before their eyes. This not only enhances the dining experience but also aligns with modern preferences for transparency, customization, and quality ingredients.
Arvind Joshi, Executive Chef, Swastik Wellbeing Sanctuary, breaks down why these counters are becoming so popular:
Health-Conscious Choices: “People are increasingly aware of what they eat. Live food counters emphasize fresh, high-quality ingredients and allow customers to see exactly what goes into their food.”
Customization and Variety: “From Burmese Khow Suey to one-pot meals, live stations offer a range of dishes tailored to individual tastes. Guests can personalize toppings, sauces, and ingredients to suit their preferences.”
Dietary Accommodations: “Many counters now cater to specific dietary needs, offering vegan, vegetarian, gluten-free, and allergen-free options—including anti-inflammatory, no-nightshade, and antihistamine-friendly foods.”
Minimal Processing: “Using pure ingredients, with minimal alteration by human hands, adds a special touch to the dining experience.”
While the trend initially gained traction with customizable salads and soups, it has since expanded to include everything from pasta and tacos to stir-fries and desserts, reflecting the diverse culinary interests of Indian consumers.
From Street Food to Gourmet Experiences
Hotels and fine-dining establishments are also embracing live cooking stations to enhance guest engagement. Chef Dheeraj Mathur, Cluster Executive Chef, Radisson Blu, Kaushambi, Delhi NCR, has witnessed firsthand how diners react to the interactive nature of these counters.
“At Radisson Blu, we see incredible enthusiasm around our live food counters,” Mathur shares. “From made-to-order street food like gol gappas and pav bhaji to regional specialties like Hyderabadi haleem and Lucknowi kebabs, these stations offer an immersive dining experience that’s hard to replicate. It’s thrilling to see the democratization of fine dining and the growing demand for authentic, locally inspired cuisine.”
A Trend Set for Long-Term Growth
With rising consumer spending power, increasing urbanization, and an appetite for experimental dining experiences, the live food counter movement is poised for continued growth. “This is an untapped space, particularly in small to medium-scale corporate and house parties,” says Agarwal. “It’s growing faster than the overall food services market, and we expect it to expand significantly in the coming years.”
As India’s food culture continues to evolve, one thing is clear—live food counters aren’t just a passing trend; they’re a fundamental shift in how people experience dining. Whether at an extravagant event or a casual house party, the future of food is interactive, immersive, and undeniably delicious.
