Exclusive Interview | Preet Sanghvi of Gourmet Tales Co
/“It has been a long ongoing journey and mixing my passion for food with my apt for marketing just gave birth to this vision of food curation. I still feel I am growing and at an early stage of my career where every event, small or big is a learning experience.”
Tell us about your journey. How did it all start?
I come from a family where food has always been the centre of it all, we talked about food choices more than career choices. I have always wanted to only work in this field.
I was 18 when I started interning with a PR agency for hospitality brands, it kind of drew my attention to the restaurant space. Post my bachelor’s, I got a Master’s in Marketing from the University of Bath in the UK and wrote my 1st dissertation around marketing for restaurants which got published into a book, further helping me navigate this journey. I have lived and worked in Dubai, after which I realised the need to gain real-time experience from a restaurant.
That’s when I started working as the brand manager for Pritam Hospitality group in Bombay and worked in almost all aspects, right from marketing to brand building, operations, kitchen, launching their restaurants to conceptualising and menus and that was the biggest boost of my career.
Working and travelling around the world, meeting different people, attending festivals, seeing the food cultures of different people and countries, the food trends, and going on food trails just escalated this vision and my passion for this industry. Every travel became a food trip exploring new food concepts and discovering hidden gems. My peeps always knew my overt passion for food.
A casual talk over hot chocolate with a friend who used to manage the Bacardi NH7 weekender (India’s biggest music festival), led me to take the challenge of curating their food court by bringing in the connections I had in the industry and my ideation for bringing in different food concepts to an event to give something new to the audience. The talk started with “We have artists curation, we have art curation, why don’t we have food curation? Why do we end up bringing in the same QSR brands to every event? Why don’t we highlight an event with the food offerings too?’
Another aspect was my marketing brain, which felt in the overcrowded world of social media and bloggers, how else could a new brand promote itself to a wide audience? Well, an event would be the perfect avenue for this!
And that’s how Gourmet Tales Co. started. It was just an idea that me and my co-founder Devika Saigal would keep talking about and we got this opportunity in 2018 and after that, there was no stopping.
We got noticed at the festival by other event organisers and started being approached to curate the food courts at their events as well. I was lucky to have worked with some of the biggest names in the industry at an early stage of my entrepreneurship like the Bacardi NH7 Weekender, Mahindra Blues Youtube fanfest, Filmfare awards, Breezer Vivid shuffle moving to 2023 now with BMW Joytown, Coca Cola, K-Wave festival, Falguni Pathak Dubai, and the list goes on where we are also curating the food for Lollapalooza for the second time.
Over these years, I discovered and connected with brands pan India and UAE and currently, we have a network of 800 + F&B brands and concepts.
It has been a long ongoing journey and mixing my passion for food with my apt for marketing just gave birth to this vision of food curation. I still feel I am growing and at an early stage of my career where every event, small or big is a learning experience.
Tell us about your experience doing the Masters in Gastronomy, what was the intention, and how has it helped you
I already had a Master’s in Marketing back in 2013. Post which I was working, and set Gourmet Tales Co. in 2018. A year into this and with me travelling more, I realised that despite not having an official degree in hospitality or food, I wanted to study food from a different aspect. That’s when I stumbled upon the University of Gastronomic Sciences, Italy which was the founder of Slow Food and also considered as the Hogwarts of Food.
The university and its specialised courses drew my attention.
I decided to apply for the Masters in Gastronomy: World Food Cultures and Mobility. This course was a specialised course which would open up my horizons of understanding food from a perspective apart from the kitchen and marketing. Studying food history, food psychology, menu curations, food systems, sustainability, anthropology, food laws, tastings and pairings, food communication etc. We also had food study trips around the world and met different producers, learned about slow food and the highlight of the course was studying 36 different cuisines and cultures from a faculty from around the world. The intention was solely to upgrade my knowledge and skills around this industry and this has opened my eyes and heart to what new things I can do around food and make a difference. I had colleagues from around the world in this industry and studying and working alongside them only opened up ideas and knowledge for me which I could bring back to India and make a difference with Gourmet Tales Co.
Today, I envision starting a course in studying food at various schools and colleges in India and maybe one day starting my food school here.
Share with us 5 skills that you think will be critical for a career in the future.
1. Passion for what you do and why you do it
2. Working in almost all departments of the field you are interested in
3. Travel and explore - I can’t emphasise enough how much travel has opened me up
4. Patience- especially when the field you are in is different and you want to make a difference. Success doesn’t come easily but if you believe in your vision, just stick to it and be patient
5. Teamwork and collaboration - I have collaborated with so many like-minded people and I feel people need to do more of it, especially in our industry with the view of helping each other grow.
Launching something new is both an exciting opportunity and a responsibility. Share with us a deep dive into your process for these events.
When I started Gourmet Tales Co, it felt like a one-off gig or a side hustle. Slowly over the years, GTC with plain word of mouth and my passion for taking up a challenge became a full-time thing. Entrepreneurship is something I always wanted to get into, but in a field which not many are aware of was challenging.
Food curation as a concept still is something that not a lot of people understand. Forget industry peeps and audience, my own family still is navigating through this. So let me begin with what a food curator does: A food curator is a professional who specializes in selecting, organizing, and presenting food experiences in a way that appeals to a specific audience or aligns with a particular theme. The role of a food curator goes beyond simply choosing dishes; it involves a deep understanding of culinary trends, a keen eye for aesthetics, and a passion for storytelling through food.
Embarking on the journey of launching Gourmet Tales Co. has been nothing short of an exhilarating adventure. Every event we curate is a unique canvas that allows us to paint a culinary masterpiece, and with this privilege comes a great sense of responsibility. The process of bringing something new to life involves a blend of passion, innovation, strategic planning and coordination and a lot of patience. We might be working with the event company but we are also dealing with so many food vendors and their requirements. Not to forget their expectations as well.
Innovation is the cornerstone of our approach. We challenge conventional norms and seek out fresh ideas that redefine the culinary landscape for any event. From conceptualising unique themes to exploring new brands in the market, we strive to craft an unforgettable experience for attendees. Collaboration is key in our industry, and building strong relationships with chefs, food vendors, and brands is fundamental to our success. We leverage our extensive network to bring together a diverse array of culinary talents, ensuring a rich and varied tapestry of flavours.
What does a ‘food curation & management agency’ do?
Gourmet Tales Co. plays a unique role in enhancing events by curating delightful food experiences. Right from music festivals to IPS, Corporate events to food festivals, and weddings, we take care of 360-degree F&B management and curation. We are India’s 1st and only curation company. We have a network of 800+ F&B brands and hospitality peers.
Here’s a simplified breakdown of what we do:
a. Elevating Food Experiences at Events: We team up with event companies to take their food offerings to the next level. Whether it’s a festival or a special occasion, we curate the food court to ensure attendees have a memorable culinary experience.
b. Collaborating with Culinary Talent: We connect with skilled chefs, interesting food vendors, and brands to bring a diverse and delicious array of food options to the event.
c. Ensuring Smooth Food Operations: Our job is to make the food side of things run seamlessly. We handle the logistics, work closely with vendors, and manage everything from setup to service during the event.
d. Staying Trendy in the Food Scene: We stay on top of the latest food trends to bring fresh and exciting flavours to the event, keeping the culinary experience current and appealing. I have a very enthusiastic team which understands my vision. We work very closely with each brand we onboard to an event to ensure they have a smooth execution.
e. Sharing Food Stories: Beyond just serving food, we aim to share the stories behind the dishes. Whether it’s through interactive experiences or informative displays, we want attendees to connect with the culinary world.
f. Menu curation: We curate menus of every brand that align with the theme of the festival and help them price the offerings as well.
g. Content creation at events: We have also launched a content arm in our company where we help new brands at events to create good content around their food.
In essence, Gourmet Tales Co. partners with event companies to ensure that the food component becomes a standout feature, contributing to the overall success and enjoyment of the event. We also provide F&B consultancy for events for both events and brands and content creation services for individual brands.
Who should get in touch with you, why (services, or problems you solve) and how can they get in touch?
I feel we are a one-stop solution for everyone in the field of hospitality and even individuals who want to make a difference with food!
Event Companies, Organizers, and Brands looking to elevate their food experiences. We also work with individual clients, corporates, tourism boards and wedding houses.
If you want your event’s food offerings to be a highlight, Gourmet Tales Co. specializes in curating diverse and memorable culinary experiences that leave a lasting impression on attendees. If you need a partner to streamline the food-related logistics, manage vendor relationships, and ensure a smooth operation, Gourmet Tales Co. takes care of the behind-the- scenes details, allowing you to focus on the overall event.
I am a food tourism strategist and am on the panel of the Dubai International Taste Awards. We work on building the food aspect not just at events but also at destinations. Having an understanding of different cuisines collaborated with my background in marketing and events, we consult on how a destination can promote its food offerings and highlight it. We also curate events for tourism boards right from conceptualising to creating, marketing and highlighting their food.
How to get in touch:
Visit our website at www.gourmettales.co to explore our services and past collaborations. Drop us an email at preet@gourmettales.co / hello@gourmettales.co to discuss your event needs and explore how we can enhance the culinary aspect.
Connect with us on social media (LinkedIn, Instagram) to stay updated on our latest projects and reach out for inquiries.
A food trend you absolutely abhor.
I still do not understand the concept of molecular gastronomy especially when it is randomly thrown into any dish without a thought. The intricate techniques and specialized ingredients involved in molecular gastronomy can be perceived as complex and inaccessible. For those who appreciate simplicity in their dining experience, the idea of needing scientific knowledge or specialized equipment to understand or replicate a dish might be a deterrent.
A food trend you can see becoming big in the near future.
I do feel that plant-based food or vegetarianism will definitely become or should become big in India. People are understanding the importance of sustainability and I feel so much can be done around vegetables but unfortunately, it is just underrated. Vegetarianism opens the door to culinary creativity. Chefs and food enthusiasts are exploring innovative ways to craft flavorful and satisfying plant-based dishes. The challenge lies in reinventing traditional recipes, experimenting with diverse ingredients, and showcasing the versatility of vegetables.
Vegetarianism is no longer synonymous with bland or restrictive diets. The evolving trend involves a celebration of diverse flavours, textures, and international cuisines. I feel food is the most powerful tool to connect anyone and everyone. That’s what I am trying to do with GTC. Nothing gives me more happiness than seeing an audience smile because of the food they have tried or discovered at an event which eventually also puts a smile on the face of the brand. Nothing feels more collaborative than this.
