Frozen Indian foods catch on in US

By Lylah M. Alphonse, Globe Staff  |  July 12, 2006

Indian food is gaining in popularity in this country, and companies large and small are responding to the demand.

Manufacturers of typical American products such as cinnamon rolls are now producing typical Indian dishes.

General Mills, a long time player in the international market, began offering frozen Indian flatbreads with the familiar Pillsbury Doughboy on the wrappers four years ago. Its whole-wheat roti, puffy naan, and flaky parathas are available plain or stuffed with paneer, cauliflower, or other fillings. They cook in just a couple of minutes on a hot frying pan or griddle and, at only $1 to $3 for a package of four to six, they're an easy way to round out a meal or provide appetizers for a hungry crowd.

The company also seems to be seeking out a different corner of the market -- Indians living abroad, searching for a nearly instant taste of home, a heat-and-eat dose of the good old days . The nostalgic quote on the back of the slim package says it all: ``Watching my child grow up . . . And wanting to give him all the goodness of simple things in life. From the world I once knew . . . Like biting into a hot paratha. Thought I would never get this feeling again."

Jay Parikh , vice president and director of marketing for Kostas International , the California-based company that owns Vegi's Gourmet Foods , is the US distributor for the Pillsbury flatbreads, which are manufactured in India. He says there has been a definite surge in demand for ready-to-make and frozen Indian foods. ``In the UK, Paneer Tikka Masala has been named a national food. In the US, Indian food is still catching up. A lot of American food chains have started carrying Indian foods. It has become popular among other ethnic groups."

In Indian grocery stores throughout the Greater Boston area, heat-and-eat treats like samosas and spicy vegetable curries crowd the freezer cases along with pre-fried chunks of paneer, a soft Indian cheese used in many vegetarian dishes, and ice creams in flavors that are popular among Indians such as mango and pistachio. Most conventional grocery stores have a few jars of pre-mixed spice paste or simmer sauces from UK-based Pataks in their ethnic-food aisles, and Trader Joe's carries a wide variety of its own vacuum-sealed curries and condiments.

You don't even have to venture out of your home to find these exotic convenience foods: Companies like ishopindian.com will deliver instant mixes and standard staples right to your door.