COOKED UP CREATIONS

While the number of food neo-creators has increased steadily over the past years, their welcoming to the food club has invited both jeers and cheers

- TUNIR BISWAS

FROM their corner of the internet, Kommune's Stumble, an inquiry into India's consumer culture, recently published a report highlighting the observed trends in consumer culture in the country. In one of their segments, they mention the impact neocreators and their content has had on the food & beverage industry. "The rise of neo-creators is enabling democratic content creation, sprouting creative careers, redefining social capital, and shaping market opportunities for brands," the report highlights.

Do the findings of the report ring true with Bengaluru? Hina Gujral, a food blogger, creator and author in the city for over 10 years, believes that while the number of creators has increased over the past few years, the quality has taken a major blow. "These days there is a lot more fluff than substance. 70 to 80 per cent of the recipes I see on the internet are not even tested. They don't even have the right measurements or instructions. The creator is too busy churning out content to research the recipes and are focusing only on following trends.