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Why did Amul and Adani-sponsored MasterChef go all vegetarian?

Why did Amul and Adani-sponsored MasterChef go all vegetarian?

NEW DELHI: The meat of the story is that Amul and Adani-sponsored MasterChefIndia has gone vegetarian, making this the only fully veggie MasterChef TV show in the world. There’s nothing fishy about this, insist STAR Plus — which airs the Indian version of the globally popular cooking show — main sponsors Amul and power sponsors Adani Wilmar, and celebrity chef and show host Sanjeev Kapoor.

They also say there’s no chicken and egg problem — meaning it isn’t a question of whether sponsors directed the show’s producers to go veggie or producers suggested the change to sponsors first. But some executives familiar with the matter said negotiations about making the show fully vegetarian have been on.

These executives, who spoke on the condition they not be identified, said at least one sponsor was “in favour” of a MasterChef that keeps non-vegetarian food out. Amul andAdani Wilmar or STAR Plus declined to discuss sponsorship amounts. Master-Chef ‘s two corporate sponsors are heavyweights in their category.

Gujarat Cooperative Milk Marketing Federation, which owns Amul, has a turnover of around Rs 19,000 crore. Adani Wilmar, a joint venture between the Adani Group and Singapore-based Wilmar International which markets Fortune cooking oil as its flagship brand, has a turnover of over Rs 17,000 crore.

The change to veg-only Master-Chef will be a challenge for some budding Indian chefs. Previous versions of MasterChef India have had contestants wow judges with stuff like chicken pulaw, tandoori chicken pate and desi sushi. Globally, less than 20 per cent of Master-Chef culinary creations are vegetarian. All three winners of previous Indian MasterChefs created non-vegetarian dishes.

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Auditions for this year’s show have started and finals will be aired from January. Official explanation for the fully veggie culinary show is “celebrating vegetarianism, which is getting popular all over the globe, and giving an opportunity to vegetarian-only cooks”. STAR Plus insisted there was no pressure from Amul or Adani Wilmar.

Gaurav Banerjee, general manager, STAR Plus, told ET, “We want to debunk the myth that nonvegetarian food offers more creative options than veg food.” Banerjee also argued vegetarian food was more “inclusive” and that “non-veg food puts off people who follow a vegetarian diet”. Health, too, will be promoted by a 100 per cent veggie MasterChef, Banerjee said. “More vegetarians mean less cholesterol…the world is understanding this,” he argued.

But why drop meat, poultry, fish and eggs from this year after three years of non-vegetarian cooking in MasterChef India? Officials at Adani Wilmar, which started sponsoring MasterChef from last year, said they didn’t put forward any condition for sponsorship.

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