Bhubaneswar: Celebrity chef and television personality Ranveer Brar has been appointed as the brand ambassador for the global promotion of Odia cuisine, in a significant move by the Odisha government to showcase the state’s rich culinary heritage on the world stage.
The announcement was made during the Odia New Year celebrations on April 14, with officials highlighting the initiative as part of a broader strategy to promote Odisha’s cultural identity through its traditional food.
Boosting Global Visibility of Odia Food
The initiative aims to bring greater recognition to Odisha’s diverse and often underrepresented cuisine. By leveraging Brar’s national and international reach, the state plans to position its culinary traditions among global audiences.
Expressing his gratitude, Ranveer Brar said he felt “honoured” to represent the cuisine of Odisha and pledged to amplify its presence and cultural significance through his work.
Focus on Storytelling and Cultural Narratives
Known for documenting regional Indian cuisines, Brar is expected to promote Odia food through curated culinary experiences, digital storytelling, and international showcases.
From the sacred kitchens of the Jagannath Temple to traditional home-cooked recipes, Odisha’s cuisine reflects deep-rooted connections between culture, community, and seasonal ingredients. The initiative will aim to preserve these narratives while presenting them in a contemporary global context.
Cuisine as a Tourism Driver
Officials believe that placing cuisine at the centre of tourism promotion can significantly boost Odisha’s appeal as a travel destination. Along with highlighting popular dishes, the programme will also focus on preserving traditional cooking techniques and indigenous knowledge.
Strengthening Cultural Identity
With Ranveer Brar’s association, Odisha hopes to bring its unique culinary traditions into mainstream conversations, positioning them as an integral part of India’s diverse food landscape.
The move is expected to not only enhance global awareness but also support local communities involved in preserving and promoting traditional cuisine.
