‘Mithais of India’ launched | India’s first crowd-sourced Mithai e-book

I am humbled and thrilled to have worked on putting together India’s first crowd-sourced Mithai e-book ‘Mithais of India’. It is a humble initiative by the team at the FBAI (Food Bloggers’ Association of India) – a crowd-sourced e-cookbook comprising of dessert recipes submitted by celebrity Chefs, food bloggers, home-cooks, food experts and food enthusiasts. A celebration of a diverse variety of desserts submitted on a platter.

The launch came right in time for Diwali festivities.  With a vastly diverse mix of cultures and religions, India is quite a unique country. 15 kinds of Rabdis, 10 kinds of Halwas, over 50 kinds of Laddus – and that doesn’t even begin to list all the varieties and variations of desserts that are made across India. There is beauty in this diversity, and I belive it is best expressed through food. Celebrating the beautiful diversity of India during this festive season in the form of India’s first ever crowd-sourced Mithai e-cookbook, ‘Mithais of India’. Just like the beautiful country, this book is also quite unique, in which, the recipes are contributed by celebrity Chefs, to food-bloggers, to home cooks, to culinary experts from various regions across the country, forming a vibrant tapestry of love, food, and a whole lot of sweetness.

This was the second e-book project that I worked on,  though this is the first one that got launched. The first one that I started working on being my personal one, consisting of my recipes that will be launched soon, For Mithais of India, right from the concept to calling upon the bloggers, and home-cooks, and chefs, food-enthusiasts to submit their recipes, to editing, to selecting and finalizing the design and layout, to putting the final touches to publish right in time, to the social media and launch plan, to launching the trailer which was well-loved and received by all was a big learning experience.  I have lost count of how many sleepless nights I spent on this to get it ready in time. But in the end, it is all so worth it.

I worked with some wonderful human beings in the process – the Founders of the FBAI – Sameer & Saloni Malkani who have been wonderful friends for many years, and who are always initiating and encouraging beautiful, creative ideas.  Also, credits to Arpit Awasthi, Ekta Agarwal, and Rachna Prasad were among the other team members who worked on this project.  They are all fellow foodies, do the best at what they do and have been there throughout this project.

So go on, check-out this beautiful e-book, full of rich Indian culinary heritage, and make some desserts during this Diwali!  You will find various types of laddus, rabdis, pedas, and many more innovative and creative recipes from all across India in this book.

To chaliye.. kuchh meetha ho jaaye?

Happy Diwali 🙂

btw, here was the book launch trailer that I put together – a glorious book needs and glorious announcement and the trailer created the right kind of excitement in media, blogging community, as well as among friends and family.

Cover image credits to Celebrity Chef Sabyasachi Gorai, who also submitted his recipe in the e-book.

About ‘the FBAI’:  the FBAI, as it stands today is India’s premier online/social channel for food, drinks and the hospitality Industry. The FBAI aggregates and disseminates information and news on food, drink, hospitality, food blogs and bloggers, chefs, home Chefs, home bakers, restaurants and hotels. The FBAI has grown over 5+ years to be a great influencer, establishing on ground IP properties like the #IFBA Awards, #HomeChefMatters #TheStirring, #FBAIReviewBox, #HomeBakerMatters #FBAIDialogues, each a leader in its on space. The FBAI also curated specific client weeks or months for brands (#FBAICaliforniaWalnutMonth). Besides offline, the FBAI regularly works with a multitude of brands across the food, drink and hospitality for offline, online and social campaigns. Verticals the FBAI have expanded to is FBAI Wellness, FBAI Lifestyle and Entertainment, FBAI KIds and FBAI Drinks. the FBAI also has recently forayed into social media management for individuals and brands in the food, drink, hospitality and lifestyle space.