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IndiaOrganix: creating a spicy splash with a Brahmin in Brighton…….

posted on Thursday, July 03, 2008 10:18 AM

Author: Thomas Murphy, Dublin

I just knew that IndiaOrganix in Brighton was going to be an exciting project to work on the moment I got halfway through reading the bulky brief that Sanjay sent me.

I was looking forward to working with Sanjay Kumar and his MIKA team in Sussex. From experience I know it's a bit of an adventure working with that mad, bad, and wordy bunch of Brightonians.

The brief, in a nutshell, was to provide full photographic and imaging services for the creation of a new Indian food brand called IndiaOrganix.

The brief required three trips to India to capture everyday life moments in the organic spice gardens on film. The central central thrust of IndiaOrganix marketing is to bring to Brighton the amazingly wonderful world of India's organic spice gardens.



As well as ongoing technical assistance, TMA will also be providing the photography for the first IndiaOrganix cookbook Bhajji on Brighton Beach. The cookbook, edited by Sima Ghosh, is an eclectic collection of curry recipes and India travel stories from the magpie personalities that seem to gravitate to Brighton.

Bhajji on Brighton Beach is as much about the diversity of the city of Brighton as it is about contemporary regional Indian food cultures.

So far, working with the MIKA team in Brighton as been one rollercoaster of a ride, and the ride is still going. The ideas just bounce off the walls, everyone had something to say. Family recipes and old cuttings from cookbooks started coming from Indians from around the world. We quickly realised that the subject of India’s culinary heritage is absolutely vast and ancient, very much like India itself.

From the extensive market research that MIKA had carried out on the subject of the British curry house culture we realised that we had a lot of hard work to do. There is a lot of misconception about Indian food among British consumers.

Bring it on Brighton! Lets 'ave it!

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