After the successfully running of food-based shows, hosted by eminent personalities like chef Sanjeev Kapoor, on its platform, Zomato has now partnered with ScoopWhoop to bring an extreme food show called ‘Eat Like a Girl’.
Featuring food blogger Tenzing Wang Bhutia, Zomato Originals’ new show ‘Eat Like a Girl’ will unravel Bhutia’s journey across the country to eat some of the most unusual food India has to offer.
For the new food show, Bhutia will be seen travelling to eight cities across the country, experiencing the unique food habits there. The twenty-one-year-old, in some episodes, will also be seen gobbling worms, munching on raw Yak meat, goat heads, snails, blood sausages, etc.
Sattvik Mishra, CEO of ScoopWhoop, said that with Eat Like a Girl, the idea was to showcase how Indian food can be more than just comforting and be exciting and edgy at times. “In a food-show universe dominated by adventurous men, we thought it was about time a girl showed up and shared her unique experience of seeking out and eating extreme food in India,” he added.
While the first four episodes of the eight-part series have gone live on the Zomato app, the subsequent four episodes are to be released shortly on the platform.
Zomato had expanded its food delivery and restaurant listing verticals with Zomato Originals in September 2019. The company had then planned to launch 18 original shows over the course of the next three months.
Under a separate tab in the Zomato app, videos are categorised by genre and users can watch 3-15 minute videos across shows, recipes and restaurant stories (Sneak Peek). Moreover, Zomato aims to launch over 2000 videos including Zomato Originals, which are available to stream in India. Meanwhile, Sneak Peek and recipe videos can be accessed anywhere in the world.
With cheaper internet, the rise of internet and smartphone penetration even in rural areas, there has been an increasing popularity of on-demand video streaming service in the country. A PwC report estimates that India is going to be a top 10 global OTT market by 2022 with projected market size of over $803 Mn (INR 5,500 Cr).
While Zomato is a new entrant and caters to a niche audience with its food-focused original shows, the OTT video streaming industry is largely dominated by the likes of Netflix, Amazon Prime, and Hotstar in the country. However, with the launch of this new and unique food-based series, Zomato is likely to attract more users for its OTT service.