F&B

The Birth Of Celebrity Chefs

From gracing magazine covers to hosting cooking shows, these chefs have moved over to flirt with the media after conquering the kitchen. Jyoti Koul defines the new genre of unconventional chefs ‘out there’

The recent spate of chefs gracing the covers, and the pages within, of popular food magazines as well as television shows named after them, has given birth to an entire breed of celebrity chefs. The perception of a chef, these days, is no longer restricted to the conventional role of a bawarchi or khansama, although the primary framework of the job requires cooking in the kitchen.

Sanjeev Kapoor Celebrity Chef

The chef, today, has changed and evolved. Glamour has become as much a part of the ingredient as salt. And they are now experimenting with designer clothes as he would with different spices. These interesting new facets to the profession have not only put them on the celebrity list, but they are also riding high on popularity charts and swollen pay packets.

So how do chefs react to these changes? Bakshish Dean, executive chef at the New Delhi-based The Park, says, "It feels great. About a decade ago, being a chef or a cook was looked down upon and people would associate it with poor or no education background. But today, celebrity chefs are a great combination of creativity, artistry, style, science and administration. Cooking is pure science and to master it one needs to study hard and experiment harder. Food presentation is all about artistry and style; a good chef like any good artist can be recognised by his work. To get this consistently right, a chef needs to be a great administrator; he needs to select the right people, train them and make sure that all dishes taste the way they should. It’s tough and that is what makes them celebrity chefs."

The rise in celebrity chefs corresponds to the increase in specialised restaurants that are becoming the rage in celebrity circuits. And as the profession evolved, the role of a chef moved beyond the kitchen to promoting their food brands. Many chefs have created a new market for themselves while being public figures. Sanjeev Kapoor, chef and anchor of India's longest running TV food show 'Khana Khazana', says, "When I started in the industry, it was a different environment and a different situation. There was nothing I could follow and I had to find my own path."

Today, media has not only become a platform to showcase cooking skills but also to display talent and personality. Kapoor explains, " For me, 'Khana Khazana' was just an extension of what I was already doing. I wanted to diversify and do something really different but at the same time be connected to my profession. So television just became a medium to reach out to people." Apart from the show, Kapoor has also written many books. He believes that nothing comes easy and that chefs need to look beyond cooking. So being a celebrity chef meant lot of hard work too. "Besides that, you have to live up to the expectations of a lot of people. At times there is so much of pressure because the higher you go, the higher the expectations. One has to be really focussed and keep delivering. A willingness to learn and giving customers what they want is important," Kapoor reveals.

Tarla Dalal Celebrity Chef and Food Critic

Even internationally, executive chefs are taking managerial posts and there seems to be a likelihood of the post of an F&B director being completely redundant. What has worked for many is the availability of platforms to showcase their talent. Today, a chef has a multi-dimensional personality; he is a scientist, a financial analyst, a human resource manager and an artist all rolled in one.

Today, chefs are taking home bulging pay packets and many are launching their own signature style restaurants. Moshe's, Rahul Kerkar's Indigo, and many more have now become brands. Thanks to the media, chefs are as much in the public eye as any other profession. They are being rewarded and recognised by their own fraternity in the hospitality industry.

About a year ago, PHD Chambers of Commerce & Industries (PHDCCI) in association with Indian Culinary Forum (ICF) instituted awards in order to felicitate chefs, making it the first event to recognise chefs for their merit by the industry. Chef Davinder Kumar, president of ICF, explains, "The objective is to honour and recognise the special achievements of the individual chef. The aim is also to create awareness among the masses about the chef's profession. These awards also intend to create some sort of a role model for the young generation of chefs, inspiring them to achieve more."

Ananda Solomon Executive Chef Taj President, Mumbai

According to Nita Nagraj, executive chef at JP Hotels, "Of late, the new chefs have really worked hard to get themselves heard at the national and international levels. As a result, the chef community has matured a great deal and this is reflected in their achievements. Indian chefs are being recognised internationally as well and that is an accomplishment. Recently, a South Australian hotel, Tangalooma Resort recruited four Indian chefs to cater to their increasing number of Indian guests."

So what kind of a future do the Indian chefs perceive for themselves? Kumar says, "This is just the beginning; awards, accolades, celebrity status and stardom shall continue. We are expecting many more awards at the national and international levels. The future of this profession is promising and an award always has the power of motivating people. I am sure that chefs will take the tourism industry to greater heights through their hard work and dedication."