Boiling a Jimny in a bag: Suzuki seeks favor from the Indian community
In an unexpected twist, Suzuki, the Japanese multinational automobile manufacturer, has ventured into the food industry. The company is selling boil-in-the-bag curries to the public, with the flavours named after some of its popular models.
The idea to create these curries originated from within Suzuki Japan itself. Initially, these curries were offered only in the company's in-house cafeteria for employees. However, the unique concept has now been extended to the general public.
The four flavours of curries available for purchase are named after Suzuki products: Jimny 4x4, Swift hatch, Hayabusa, and V-Strom 1050 DE motorcycles.
The Jimny 4x4 curry is a spicy brown chickpea curry with onions, tomatoes, and green chillies. It is the spiciest of the four. The Jimny 4x4 curry was gifted to guests at the memorial gathering for Osamu Suzuki, the company's former chairman who passed away in December.
The Swift curry is a tomato lentil dahl with cumin, turmeric, and chilli. It is a flavourful and aromatic option.
The Hayabusa curry features daikon radish, carrots, and turmeric beans, with tamarind for a slightly sour note. The Hayabusa and V-Strom 1050 DE motorcycles are featured on the packaging of two of the curries, but it is not specified which flavours they correspond to.
The V-Strom curry is a green vegetable dish that showcases mung beans and Japanese mustard spinach.
Suzuki partnered with Japanese restaurant chain Torizen for the vegetarian dishes. The partnership was made to ensure the authenticity and quality of the curries.
Interestingly, the packaging artwork for the curries was created in-house by Suzuki. If you buy all four curries and stack the packaging end-to-end, a composite cartoon-style image is formed to enjoy while having lunch.
Suzuki holds a controlling stake in India's Maruti Suzuki, which has over 40% market share in the country. Indian-built Suzuki models sold in New Zealand include the Jimny 5-door and forthcoming Fronx crossover.
This innovative move by Suzuki not only adds a new product to its portfolio but also provides a unique dining experience for its customers. The curries are now available for purchase in Japan.
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