K-food and K-beauty newest entrants on K street: Kos Kuick to kapitalise on Korea kraze
Korean instant noodles and when neighbourhood kirana stores stock Korean packaged food, it reflects the winds of change blowing through culinary preferences of young, affluent Indians.
From savouring fiery Buldak noodles to munching shrimp flavoured Nongshim chips, watching K-dramas, listening to K-pop, and using K-beauty products, the K-wave is captivating a growing number of teenagers in India.
«What young affluent India is adapting to and influenced by, is a direct downstream impact of the culture they are engaging with and the screens they are watching. From K-serials and K-pop, preferences have evolved to K-food, which has overtaken previous favourites like Japanese sushi,» Sandeep Goyal, chairman of ad agency Rediffusion. He said the surge in mainstream companies launching Korean packaged foods is a direct consequence of the increasing popularity of the number of restaurants serving Korean cuisine not only in metros but even smaller cities.
Last quarter, actress Kareena Kapoor Khan and Sugar Cosmetics' parent, Vellvette Lifestyle Pvt Ltd, formed a joint venture firm called Quench Botanics.
Indian Market for Korean Noodles
The company was set up to sell premium Korean beauty products, since «K beauty has taken over global skin care», Sugar Cosmetics founder Vineeta Singh said at the time. «This is going to be a big opportunity in India as well,» Singh said, adding the JV has forecasted sales to touch Rs 100 crore in net revenue over the next 12 months.
Ecommerce platforms Nykaa and Reliance Retail-owned
