Emi­rates to of­fer Di­wali ladoos & barfis on board

Financial Chronicle - - BRANDS - RITWIK MUKHER­JEE Kolkata ritwik­mukher­jee@my­dig­i­talfc.com

CALL it adding a dash of eth­nic­ity or some­thing else. Come Mon­day and you can ex­pect to be served moti­choor ladoo, be­san ki ladoo, dry fruit barfi and much more on board any Emi­rates flights to and from In­dia and Dubai. In an ap­par­ent en­deav­our to po­si­tion the lead­ing air­lines brand as closer to Indian trav­ellers’ hearts, Emi­rates is set to de­light its cus­tomers by of­fer­ing spe­cial Di­wali del­i­ca­cies for the cel­e­bra­tory sea­son. The spe­cial treats will be avail­able to cus­tomers across all classes dur­ing the week from Oc­to­ber 16 to Oc­to­ber 22.

Emi­rates, at present, op­er­ates 172 fleets every week from nine cities in In­dia.

In­ter­est­ingly, Emi­rates serves more than 100 mil­lion meals a year with the same at­ten­tion to de­tail in first, busi­ness and econ­omy classes. Cater­ing for more than 55 mil­lion dine-in guests a year trav­el­ling to and from 144 cities across 6 con­ti­nents, The Dubaibased air­lines makes spe­cial ef­forts to un­der­stand global culi­nary trends and ac­cord­ingly serve des­ti­na­tion-in­spired cui­sine.

“Di­wali, the fes­ti­val of lights, is a sig­nif­i­cant cel­e­bra­tion among In­di­ans across the world, and food plays an equally im­por­tant role in fes­tiv­i­ties. The clas­sic sweets as­so­ci­ated with Di­wali are blended with colours and flavours with tra­di­tional Indian culi­nary el­e­ments, like the nos­tal­gic be­san ke ladoos and dry fruit barfis. This will cer­tainly help our on­board Indian guests and pas­sen­gers to con­nect with the air­line’s brand more emo­tion­ally,” said an Emi­rates spokesper­son.

And it’s not just serv­ing clas­sic Indian del­i­ca­cies, but these spe­cial di­wali sweets will be pre­sented in dec­o­rated boxes with spe­cial art­work and gar­nished with pis­ta­chio and sil­ver leaf em­bel­lish­ment, rep­re­sent­ing the tra­di­tional dec­o­ra­tion of Di­wali. These will be dec­o­rated with tra­di­tional di­wali light art­work, as an al­ter­na­tive to pre­mium cho­co­lates, he main­tained.

The air­lines is al­ready gear­ing up to serve moti­choor ladoos tra­di­tion­ally pre­pared us­ing chick­pea flour, ghee, car­damom and saf­fron flavoured sugar syrup. The spe­cial di­wali sweets will be of­fered on all Indian hot meal trays on Emi­rates Econ­omy class. On of­fer for Emi­rates’ busi­ness and first class cus­tomers will be ladoos to­gether with a dry fruit barfi treat- a sweet made with cashew nuts, al­monds, pis­ta­chios, wal­nuts, raisins, dried figs and dates.

Emi­rates al­ready has culi­nary ex­perts to pre­pare a va­ri­ety of dishes, based on re­gional pro­files and made with spe­cific in­gre­di­ents or com­po­nents. To keep up with re­gional and sea­sonal food trends, it changes its on­board menus monthly and con­tin­u­ally re­views its recipes. It also prefers de­vel­op­ing sea­sonal menus for oc­ca­sions such as Christ­mas and spe­cial meal-boxes for the holy month of Ra­madan.

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