Swiggy Partners With Bengali Film Maacher Jhol; Kolkata’s Consumption Pattern Unveiled



Kolkata is a city that loves its food and its films. And when the two come together, it is a match made in heaven. Swiggy has partnered with the movie ‘Maacher Jhol’, written and directed by Pritam D. Gupta as their official food delivery partner. Consumers who ordered in from over 100 restaurants such as Koshe Kosha, Bijoli Grill, Oh! Calcutta, Aami Bangal amongst others have won guest couple tickets to watch the movie Machher Jhol at a cinema near them.

Inspired by actor Ritwick Chakraborty’s tale in Maacher Jhol Swiggy studied Kolkata’s food consumption patterns and its love for its favourite indulgence.

Order analysis from Swiggy shows that people in Kolkata are particularly partial towards biryani, both chicken and mutton as it features amongst the top dishes ordered online in Kolkata. This is closely followed by Chicken Fried rice and Dal Makhni. When it comes to sweets, foodies in Kolkata are quick to order traditional sweets like Rosagulla, Malpua, Kalojam, Ghee Sarbhaja, Ghee Soan Papdi and Mishti Doi amongst others. Some of the traditional Bengali dishes often ordered online include Basanti pulao, Chicken Thalis, Shukto, Veg thali, Kochu Patta Diya Chingri Bhappa, Kosha Mangsho and Aloo Posto.

More than one in three of all online food orders in Kolkata (on Swiggy) have a fish item. Consumers from areas like Esplanade, Tangra, Burra bazar, Lake Town, Central Kolkata, South Kolkata, Naktla, Hatibagan, Garia, Alipore order the most fish dishes. They crave fish even when it comes to snack time and indulge in some lip-smacking Fish Fry, Fish Kabiraji and Fish Roll from restaurants on Swiggy.

Sunday lunch sees the highest order for fish items, Kolkata’s ‘Love for fish items’ is consistent no matter what meal of the day it is. Some of the fish items that are most ordered for meals everyday are: Breakfast: Grilled Fish, Grilled Fish Burger and Fried Fish Fillet, Lunch- Kochu Patta Diya Chingri Bhappa and Fish Thali, Snacks- Fish Fry, Fish Kabiraji, Fish Roll and Fish Finger and Dinner- Betki Paturi and Katla Kalia.

The above findings are derived from Swiggy’s order analysis for the last 07 months (January – July 2017).

Priyanka Dutta

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