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EGK Foods signs chef Sokhi as brand ambassador for Crispy Fried Onions
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Friday, 27 September, 2019, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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 EGK Foods, a Start-up India-registered food processing organisation that offers Crispy Fried Onions (India’s only brand of packed ready-to-use fried onions), has appointed celebrity chef and television presenter Harpal Singh Sokhi as its brand ambassador.
Crispy Fried Onions are made of fresh onions; fried in vegetable oil, and packed and stored in convenient quantities of 100g, 250g, 500g and 1kg.
There is a difference in the price between a 100g pack (Rs 60) and a bulk pack is different, and the onions are fresh and sourced directly from the farms of Maharashtra.
The product has a shelf life of nine months, and can be used as a gravy base, for garnishing and just as a snack too. It is available in many stores, as well as via Amazon.
The partnership is expected to help elevate the brand’s presence and maximise reach into the Indian market. The chef, of NamakShamak and Turban Tadka fame, is one of the most recalled when it comes to desi Indian cuisine, be it biryani, namkeens or any other recipe that needs fried onions. And EGK Foods’ Crispy Fried Onions helps cut down time and give the best in taste and texture.
The association will not only help the brand grow leaps and bounds, but with Sokhi’s experience and insight, it will make Crispy Fried Onions a household name be in any part of India, and EGK foods is soon expected to become a sought-after name in the professional kitchens, be it namkeen makers, dark kitchens, biryani centres, restaurants or any five-star kitchens of reputed hotels.
Speaking on the brand ambassadorship, Satyajit Roy, founder, EGK Foods (and fondly known as the OnionKnight in the industry), said, “We are ecstatic beyond words and welcome celebrity chef Sokhi as the brand ambassador of EGK Foods especially for the brand Crispy Fried Onions.”
“This is the best possible union and we couldn’t think of any other name. Sokhi’s expertise lies not only as a chef through the incomparable Turban Tadka TV show, but through his past associations, which have taken many homegrown food brands into the big leagues of the FMCG industry,” he added.
“With the addition of some NamakShamak and delightful recipes using our packed ready-to-use fried onions from the most affable name in the food and beverage industry, we are confident of culinary experience par excellence and the company’s dream of making EGK foods a domestic name is now within our reach, sooner than we could imagine,” Roy added.
Adding his bit to the recipe of making EGK Foods a household name, Sokhi stated, “I am so happy to share that I am now a part of EGK Foods, to provide a solution not only to professionals in the hospitality industry, but to home chefs as well.”
“My tearful onion story goes back to the starting point of my career as a chef, where I was only peeling, cutting and browning onions in the first few months. Many end up not browning, but burning the onions, hence spoiling the taste,” he added.
“Now no one needs to spend exhaustive man hours in cutting and browning the onions, we provide you with the best quality Crispy Fried Onions to make life in kitchen easy and simple,” Sokhi said.
“The brown Crispy Fried Onions are made from select fresh red onions, fried in sunflower oils and have a very special flavour and taste perfect for all cuisines. They are absolutely best for making gravies at home or for catering as well as hotels,” the chef added.
“It provides instant solution for namkeen factories, as it also controls oil usage in cooking and processed in most hygienic conditions. I was impressed by the factory when I personally visited it. The fried onions can be used directly, grind to a paste and sprinkle for garnishes,” he stated.
This brand association will help EGK Foods to establish the Crispy Fried Onions brand all over the country, not only as a B2C (business-to-consumer) brand but also provide B2B (business-to-business) solutions for major players like biryani houses and namkeen houses which use these onions for many combinations.
Crispy Fried Onions are not made from dehydrated onions, hence they do not taste bitter. They have a caramel flavour and taste sweet as onions should. Going forward, EGK Foods plan to launch basic onion pastes which are currently not available in the market. This will allow the customers to customise the dishes, as they can then add spices of their choice and the main ingredients to complete the dish.
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