Burgers vs Vada Pav: A clash or coexistence?
And Singh's statement holds weight in a post-Zomato-era India, where convenience often trumps convention, but only when it feels authentic.'Our founder Neelam Singh often says, 'Burger is the new samosa for India'—it's familiar, filling, and flexible enough to take on any flavour profile,' says the brand's internal philosophy, now echoed across its 40+ locations.The Burger Company, which started with a single outlet and now caters to both metropolitan hubs and Tier 2 and 3 cities, has leaned heavily into this Indo-global identity.A GENERATIONAL REFRAMING, NOT REPLACINGAre burgers pushing Indian snacks to the sidelines? Singh disagrees.'Not replaced—reframed,' she says. 'Traditional snacks still hold an irreplaceable place in Indian hearts. What's changed is how young India consumes food. They crave bold flavours, faster formats, and something that feels global but tastes local.'At a time when a Gen Z consumer might reach for a burger but still crave the chutney from their grandmother's kitchen, Singh points out an important evolution.'Neelam often shares how she was inspired by watching customers pick a burger over a samosa—not because they liked it more, but because it felt more 'now',' she recalls.So, The Burger Company went local. From Tandoori Paneer to Bombay Masala Burgers and the ever-popular Aloo Tikki Burger, their menu doesn't run from Indian flavour—it dives straight in.'It's not about abandoning the samosa or vada pav—it's about evolving them into something that matches the energy and expectations of today's India.'One Size Doesn't Fit All—Especially in IndiaIn a nation where dialects and dinner plates change every few hundred kilometres, Singh has embraced the regionalisation of the burger.'One thing we've learnt very early at The Burger Company—India doesn't eat the same burger twice,' she laughs.'Even in cities like Indore or Guwahati, we've had to tweak spice levels, crunch profiles, even how we serve the burgers,' Singh reveals. 'People may try a burger out of curiosity, but they stick around when it feels like home—but in a bun.'advertisementIn many ways, it's the burger's versatility that's made this coexistence not only possible, but profitable.'If India's eating habits are diverse, why should burgers be one-size-fits-all?' she asks rhetorically. And the data backs her up. The Burger Company's expansion into smaller towns is a testament to how localised global food can hit the sweet (and spicy) spot.FAST FOOD VS STREET FOOD? THERE'S ROOM FOR BOTHFor purists wondering whether fast food is a threat to traditional Indian street food, Singh offers reassurance.'There is, and always will be, room for both,' she states with confidence. 'Indian consumers don't operate in binaries—they love choice. One day it's pav bhaji, the next day it's a burger meal.'She continues with a sentiment that captures India's hybrid food culture perfectly:'It's not about East vs West—it's about East meets West, in a bun.'Unlike multinational chains that often export foreign formats wholesale, The Burger Company has made it a point to adapt—leaning into desi flavours while maintaining global aesthetics. Their positioning is clear: not just another burger joint*, but a desi comfort food reimagined.advertisement'We're not trying to outshine traditional snacks—we're inspired by them,' she says. 'Our goal is to elevate the burger into something that feels rooted, relevant, and real to Indian consumers.'- Ends
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