ASDA has reached out to British Asian food bloggers and chefs to recreate the global flavours of Ramadan with ingredients bought from the supermarket retailer.
Inspiration for Ramadan recipes can come from around the world and these days it's not just traditional dishes such as chai and samosas that adorn the Iftar table.
According to British food writer Dina Begum, dishes such as Batera Bhuna, Jhalmuri and Chanar Kofta are certainly worth looking at. Experimenting with eastern and western flavours defines her unique style of cooking.
Masterchef UK 2018 contestant Zaleha Olpin specialises in infusing the oriental flavours of South East Asia into her Ramadan Iftars.
Her family favourite is squid in Oyster Sambal.
She says that “just how the Chinese love their soy sauce, Malaysians cherish their sambal! There are many ways to make sambal, including basic Sambal, soy sambal, sweet and sour sambal and many more recipes!”
Hungry Hijabi, a British Asian blogger and recipe developer, swears by the Chicken and Red Pepper Fried Udon Noodles. A family favourite, she chanced upon the recipe during a trip with her family to the London Eye.
Initially, she found it difficult to find the right Udon noodles to cook at home but found them at her local Asda.
Find their recipe here: @hungryhijabi, @zaleha.olpin, @dinasfoodstory
Diwali celebration tomorrow kicks off business with ticketed workshops and networking.
Model taps into growing demand for inclusive, heritage-focused experiences.
Platform targets not just south Asians seeking cultural connection, but everyone.
Creating cultural belonging
Priyanka Patel, curator of The Empowered Desi, a new events platform for south Asians seeking cultural connection, is here with a Diwali celebration on Saturday (18) at Fargo Village in Coventry. The venture was born from personal experience – Patel felt "isolated and neglected" growing up without many south Asian friends. Spotting a gap in the market, she's now building a business around creating inclusive spaces for south Asians regardless of religious or regional background.
Diwali-themed , Paint N Sip event in Coventry marks the venture's next partnership with local business Sugar and Spice, Patel is offering a ticketed experience featuring diya decorating workshops, Indian grazing boards with chai, and jewellery stations where guests can take home jhumkas and bangles. The Diwali format combines cultural celebration with networking opportunities, with south Asian attire preferred.
Empowerment through experience
I couldn't talk about the festivals we celebrate, the type of Indian food we have, and also the clothes we wear for special occasions," Patel told BBC."I felt that I couldn't express my individuality, which in turn affected my confidence and self-worth." She realised that lack of cultural belonging represented an untapped market.
The business model centres on experiential events that blend tradition with social connection. The first workshop held on September (20) focused on bento cake decorating, a trendy format paired with south Asian networking. Patel aims for attendees to "feel empowered and inspired."
With South Asian Heritage Month highlighting the importance of cultural spaces, The Empowered Desi positions itself at the intersection of community building and commercial viability. Patel's betting that others share her experience and are willing to pay for a sense of belonging.
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