Carmaker Suzuki wins over customers through Indian cuisine

Suzuki has officially launched a prepackaged Indian curry product priced at $6, sold online with the hope of conquering the international market.

Suzuki Motor Corp., a name synonymous with compact and durable cars in India, is venturing into a new field: Cuisine. Starting with a humane idea for its employees, the Japanese automaker has officially launched a series of Indian curry products in bags and bringing the taste of home to those living far away from home.

After months of taste testing, the product was launched online in four signature flavors: daikon sambar radish, tomato lentil, chickpea masala and moong chickpea – all vegan and tailored to the traditional tastes of many Indians.

Each portion costs 918 yen ($6), and is sold online with the hope of not only conquering foreign diners in Japan, but also spreading to a wider market.

The dish was originally created to serve as a cafeteria menu at Suzuki's headquarters in Hamamatsu, Shizuoka Prefecture, which had a growing number of Indian employees - both short-term and long-term.

Although the cafeteria has long served Japanese-style curries, it was not until January 2024 that authentic Indian vegetarian curry officially appeared as part of the menu exclusively for this international staff community.

To bring the idea to life, Suzuki teamed up with Torizen Co., a local business specializing in restaurant and wedding services, to transform these curries into convenient, easy-to-store and easy-to-use packaged versions.

What makes the product even more attractive is the packaging design, created by Suzuki's own car designers, inspired by iconic car models such as Swift, SUV Jimny (Samurai), and two famous motorbike models Hayabusa and V-Strom 1050DE.

This product is an interesting turning point in Suzuki's strategy of developing corporate culture and expanding its brand: from the mechanical industry to a small but distinctive "flavor industry"./.

(Vietnam News Agency/Vietnam+)

Source: https://www.vietnamplus.vn/nha-san-xuat-oto-suzuki-chinh-phuc-khach-hang-qua-am-thuc-an-do-post1048190.vnp