I Started Purely Out of Passion - Lokender Jain


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1. Tell us about your background and journey.

I am high on life but still remain a teetotaler! A scholar from BITS (Pilani). I have always been a Foodie since my birth, courtesy to my Mom who cooks delicious food (just like other Mom’s) and my Dad who always ensured that no vegetarian Restaurant stays unvisited in Hyderabad. 

Those were the days when my father was not tech-friendly but still somehow managed to take us to every new Hotel. Between these years I grew from a Foodie to Blogger and my quest for knowledge and curiosity about the taste of different cuisines was at its highest peak. 

I started sharing my experiences on Zomato and being a vegetarian, I soon became a well-known face in Hyderabad where Chefs, Restaurateurs, PRs started inviting me over.


2. Which is your favorite cuisine and dish?

As a foodie, I enjoy all types of cuisines and always enjoy variations in taste and flavors. While Chinese provides a quick meal fix, the Rajashtani cuisine is earthy, homely and rich. While Japanese food is an acquired taste, the Italian dishes provides comfort and satisfaction. Isn’t it?


3. Should food blogging be just a passion or can it become a regular career?

As the great saying goes, “If you are good at something, never do it for free”, then why not? If you understand the food domain, then the career opportunities are not just limited to Food Blogging. One can become a Social Media Manager, Food Writer, PR Consultant, Restaurant Publicist, etc. 

While I started purely out of passion, I slowly ventured into Marketing where I am now managing the Social Media for Cafes, Restaurants, Outlets and also taking care of their PR, Marketing and Consulting.


4. Which restaurants/food joints would you recommend to food lovers?

For vegetarian fine-dining, TATVA is a must as it explores the intriguing interplay of flavours, interiors and aroma to provide an unparalleled dining experience. 
Rambharose - Bhattad ki Idli serves melt-in-the mouth Idli’s and other unique types of Dosa’s. Their signature Garlic Idli and Pizza Dosa is a culinary masterpiece in itself. 


5. What makes you appreciate a particular dish or a restaurant and talk about it on your blog?

Every restaurant has an aura which emanates the vibe to make us forget the world for a while. I try to capture such experiences in my blog along with the food menu which I believe is a careful selection aimed to turn our ordinary hours into extraordinary memories. 

Taste is subjective, hence I provide minute details on the ingredients, preparation, plating, and the overall taste profile which will help my readers to make an informed decision. I consider every dish as an art which goes through laborious process before it is served on to the table.


6. Is there a dish you particularly associate yourself with?

I think I am more like Idli, soft, mild and liked by all, more importantly can be moulded in any form. It Tastes best when hot, and gets cold very easily. (Laughs). I am easily available, provide solutions (like fixing hunger in this case) and not at all pricey just like the humble Idli.


7. Which is your favorite book and why?

My favorite book is “Whatever the Odds. The Incredible Story Behind DLF: KP Singh. The story of a simple Punjabi boy with absolutely no business acumen goes a long way to build up India’s biggest real-estate company - DLF is inspiring and fascinating.


- Lokender Jain
Instagram @veg_chronicles

- Interview by - Chamanth Krishna


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