So Much More than Samosas

South Asian (Indian, Pakistani, Bangladeshi, Sri Lankan, etc.) weddings have long been known for their opulence, traditions, and, in some cases, spectacle. But in relation to the menu, there’s myriad approaches to theseover-the-top affairs (which can sometimes last for up to seven days). 

“The food culture is so different among cultures and sub-cultures,” says Rajan Mistry with District Events and Catering, which specializes in South Asian weddings. “It’s no different than saying you want barbecue, or you want Mexican food here in the states—you have California Mexican, you have Tex Mex, you have Arizona Mex, you have Kansas City barbecue, you have Carolina barbecue—it’s all the same preparations, techniques, and what to serve when, but with different interpretations of the same food item.” 

A finalist for the 2022 Gala Awards, Jessie Khaira incorporated a ferris wheel into  her “7 Day Private Estate Wedding.” Photo courtesy Blush Wedding Photography

Despite the differing interpretations though, the cuisine at South Asian weddings is a lot more than just samosas and chicken tikka masala. 

Food as status 

Food is important for any type of wedding, but regarding South Asian weddings, it now has the added layer of representing the ritualistic merging of two families, and by opting for lavish menus, that idea can be cemented for guests. 

“Food for all of us at the very core signifies survival and fulfillment of our basic necessity in life,” says Ruchir Mewawala with Rose Events, which specializes in luxury Indian weddings. “Indian weddings are milestone celebrations where often a lavish production is put forth; the plethora of food and the display of sweet and savory cuisines signifies the stature of not only the bride and groom, but more so the status of their individual or collective families in society.”

A multi-day undertaking

Given that traditional Hindu weddings (the most common religion for South Asian weddings) can last for as many as seven days, it’s no surprise that a catering company can expect to provide multiple meals over multiple days.

During the sangeet, the family comes together to sing, dance, and revel in the joy of the upcoming union. Photo courtesy Lin and Jirsa Photography

Traditionally, a caterer can be responsible for up to four meals during a Hindu wedding: the sangeet, breakfast, lunch, and the reception. 

Sangeet

The sangeet can most similarly be compared to a rehearsal dinner in western religions; it’s a time for families to gather to sing, dance, and revel in the joy of the upcoming union. 

An example of some of the offerings that can be included on a grazing table. Photo courtesy Lin and Jirsa Photography

Grazing tables are popular during the sangeet as they offer opportunity to mingle with guests in a relaxed atmosphere. Photo courtesy Lin and Jirsa Photography

Grazing tables are popular during the sangeet as they offer opportunity to mingle with guests in a relaxed atmosphere. Photos courtesy Lin and Jirsa Photography

Given that the sangeet is such a celebratory and joyous occasion, the food served during the event will often be more interactive or experiential (think food displays, action stations, and in some cases a street food concept).

“It’s very social, very relaxed,” Mistry says. 

Breakfast and lunch

On the day of the ceremony, a light breakfast will traditionally be served in the morning, and then a lunch (usually vegetarian) will be served following the actual ceremony. Most often, these meals are reserved for immediate family and the wedding party. 

Reception

The reception will usually be a mix of hand-passed appetizers and multiple buffets featuring proteins, vegetables, rice, salads, breads, an assortment of cold condiments, and desserts. 

The service staff for Jessie Khaira’s “7 Day Private Estate Wedding” wore aprons that matched the colors, theme, and aesthetic of the event. Photo courtesy Blush Wedding Photography

“There’s always a variety of food, so it’s very difficult to do a plated meal,” Mistry says. “You have to bring in snippets from both sides to satisfy the audience.”

Planning makes perfect 

It’s also important to remember that in addition to multiple days and multiple meals, caterers must also contend with multiple family members. 

“The preparation of food can often take many days and weeks in advance with the culmination of various patriarchs of the family leading the assignment from menu creation to oversight of the final production of each and every sweet that gets distributed to the invitees as a parting gift,” says Mewawala. “The women in the family often herald the kitchen duties and in today’s modern world, attend the food tastings to ensure that the caterer has a full grasp on the expectations of both parties and their guests.” 

Events by Ayesha submitted an “Intercultural Gay Wedding” to the 2022 Gala awards. Shown: the table setup and printed materials. Photo courtesy Forever Photography

The table details for the “Intercultural Gay Wedding” from Events by Ayesha incorporated many shades of red, which represents new beginnings, passion, and prosperity in Indian culture. Photo courtesy Forever Photography

In order to successfully undertake these multi-day affairs, the key to success is planning, and the right staff (anywhere from six all the way up to 30 people depending on the size and scope of the event). 

“Everything depends on the moving parts,” says Mistry. “Since it’s so elaborate, we want to make sure everything is done with integrity. There’s a lot to absorb and a lot to factor in when you’re planning a South Asian event.”

When cultures collide

The types of foods served at South Asian weddings have changed considerably over the years, whereas in the past there were very traditional ideas of what types of foods should be served. Today’s clients have adapted a more fluid idea of “tradition.” 

“In the past, traditional Indian wedding feasts often consisted of a variety of vegetarian dishes, as well as some non-vegetarian options such as chicken, lamb, and fish,” says Keith Sarasin, the founder of Atma, a one-of-a-kind pop-up tasting experience showcasing cuisine from India. “These dishes were often served in a buffet style, and were accompanied by rice, breads, and desserts. 

“In recent years though, there has been a trend toward more diverse and varied menus at Indian weddings, with a greater emphasis on international cuisines and fusion dishes.” 

A Pav Bhaji (a fast food dish consisting of a thick vegetable curry served with a soft bread roll) Station. Photo courtesy Children Across Borders

The cake for Events by Ayesha’s “Intercultural Gay Wedding” was provided by Lulu’s Cakery. Photo courtesy Forever Photography

The concept of fusion at South Asian weddings can most likely be attributed to the rise in multicultural weddings that are taking place; whereas in the past couples were commonly from the same background, today’s couples may be working to blend two cultures together. 

“The amalgamation of two cultures and their traditional food requirements has brought in an influx of palate and fusions in the menus we now create,” says Mewawala. “The gravitational shift from typical items that one would see at a traditional Indian wedding has led to an inevitable modernization which has played a role in everything from how food is displayed, when it is served, and to what a myriad of popular dishes when combined would look, taste, and showcase like.” 

Floating wedding cake. Photo courtesy Enmuse Photography + Cinematic

An Indian-inspired grazing display. Photo courtesy Enmuse Photography + Cinematic

Beyond fusing the differing traditions of a multicultural couple, many couples (even those who are from the same culture) are opting for a completely different style of cuisine in the form of “globally inspired concept dishes.” 

“We’re seeing Indo-Chinese where it’s Chinese food with an Indian spin such as stir fry stations that are using traditional Indian flavors or ingredients,” says Mistry. “We’re seeing Indian pastas, we’re seeing Mexican quesadilla, nacho, and taco bars with Indian spices incorporated. “A lot of couples want to create unique experiences that maybe the average guest can’t experience at a regular Indian restaurant.” 

Even non-Hindu couples are starting to request traditional, globally-inspired dishes. 

“I feel like I’ve been getting all the [international] requests lately,” said Jay Varga (The JDK Group) during a Chef’s Roundtable with the International Caterer’s Association last year. “People are getting more adventurous here when it’s coming to their wedding food.” 

Never be inauthentic

For those caterers who may be new to the world of South Asian weddings (or who are hoping to break into the market), the task of how to approach this style of cuisine, not to mention the tradition that goes along with it, may seem like an uphill battle. Fortunately, today’s couples are more willing to concede some of the traditions in favor of a meal that is more “inspired by,” rather than authentic. 

“It won’t be authentic, but it’ll be close enough,” Mistry says, “and many clients are going to be okay with that.” 

Orecchiette a la Makhani (interpretation of pasta with Indian inspired vodka sauce). Photo courtesy Enmuse Photography + Cinematic

One of the ceremonies that a Hindu priests conducts during the wedding. Photo courtesy Enmuse Photography + Cinematic

Gold represents wealth, prosperity, and security in Indian trandition. Photo courtesy Enmuse Photography + Cinematic

For Karen O’Connor (Daniel et Daniel Catering & Events), she asks a lot of questions when working with multicultural couples: “What does mom make that you want to have on the menu? Where do you want to see the influence?”

But don’t be mistaken, there’s a difference between “inauthentic” and “not authentic.”

“Instead of trying to be authentic, we try to bring the seasonings into foods,” she said during the ICA roundtable. “If I can outsource a good product, I will, but I want to be authentic, I don’t want to disrespect anyone’s customs. If they just want the flavor, I can definitely play around in the kitchen.”

A ceremony conducted by the Hindu priest. Photo courtesy Enmuse Photography + Cinematic

Being truly “authentic” when preparing South Asian dishes may take years. 

“The mastery it takes to prepare these dishes from a wedding perspective takes decades,” Sarasin says. “In India, each dish is handled by chefs who specialize in the specific dish. For example, there is a biryani chef whose singular job is to create that dish. They are typically trained for years under a guru who has spent most of their life dedicated to learning the dish.”

Breaking into the business

Breaking into the South Asian market may seem like a no-brainer. 

“I’ve seen many caterers attempt to capitalize on the Indian wedding market, which by the way, according to many metrics is easily over $50 billion,” says Mewawala. “It’s easy to understand why a catering company would want to address our niche market with the goal of adding to their top and bottom-line growth.

“The demand for South Asian food is so high now that almost all of the national suppliers carry some basic items in their inventory.”

Henna Truffles. Photo courtesy Enmuse Photography + Cinematic

Breaking into the market is easier said than done for many caterers, however. For starters, there’s a lot of education that needs to happen first before a caterer can even attempt to produce a South Asian wedding. 

“There’s a lot of internal education that needs to take place,” Mistry says. “How do you serve it? How do you prepare it? There’s a lot of information you need to be up on.” 

One of the best places to start when getting familiarized with the South Asian market is to tap into the industry’s knowledge. 

“One of the simplest ways to break into the market is of course to hire or partner up with a trained chef from India or someone who resides locally in the market where your catering business is already successful,” says Mewawala. “One thing that goes a long way is onboarding someone directly of South Asian descent into your team to be the face of any events you cater, as this person ideally would be better familiar with the terminology, ingredients, and requirements of any potential client hosting an Indian wedding.

“Or, one of the smartest ways to break into the market is to conduct a series of food tastings with trusted members of the South Asian community who can provide feedback and criticism before your menu is presented to an actual or potential client. Once you have reached a level that is presentable far beyond the typical samosas and cutlets or similar ready-made items that are prepared or pre-packaged by your local food distributor, you will turn the corner when your team is able to create entrees and curries from scratch.” 

Shown: Chole with burnt onion stock, ghee roasted tomatoes, and sourdough naan. Photo courtesy Jenn Bakos Photography

With that, are you ready to break into the South Asian wedding market? 

“They are elaborate, they are fantastic, they are great for your portfolio, but you have to be educated at the same time to be successful at it,” Mistry says. “After a few trial runs, you’ll understand it better; you just need to have a starting point.” 

An assortment of Indian desserts. Photo courtesy Keith Sarasin

Orecchiette a la Makhani & Gobi Manchurian. Photo courtesy Enmuse Photography + Cinematic

Gobi Manchurian (lightly battered cauliflower florets in chili soy sauce). Photo courtesy Enmuse Photography + Cinematic