Searching for a snack that will satisfy those mid-meal hunger pangs, yet not leave you filled up on guilt? Want something typically Indian? An enterprising duo from Chennai seems to have a solution that all of India could soon be partaking in. Idli bars.
RU Srinivas and Rajan Ramaswamy, who met as senior management at the same Business Process Outsourcing firm, have created something they call the Madras Bar, essentially an idli packaged to fit in your handbag. As is to be expected of the beloved Tamil delicacy, they have become all the rage in Chennai since they hit shelves in March. They market their product under the name Idli Factory.
The creators say the idea came to them when thinking back to childhood train journeys, in which they invariably carried a tiffin filled with idlis. “When we traveled, our mothers and grandmothers would pack idlis covered in molagai podi (gunpowder), which would last a whole day preserved in the oil of the podi,” said Srinivas. “Later, on travels abroad, I always craved comfort food, especially since I’m a vegetarian. We realised there had to be a non-messy answer to this.”
“We tried over 300 recipes till we arrived at the best one,” Srinivas added. “The molagai podi recipe we used has been passed down generations in a family for as many as 200 years. The result is idli that stays soft without being heated for 24 hours.”
The challenge was to make idlis the way they were made at home. “We also wanted to change the shape of the idli,” said Srinivas. “It has been round for too long. We tried several shapes and sizes before we arrived at the ‘bar’. Now the idlis look more like mini spring rolls.”
These idlis come packaged in sunshine yellow boxes, and are Rs 45 for six pieces. They have a number of variations on sale, like Madras Rountana (mini idlis covered in garlic molagai podi) and Kanjeevaram idli (large idlis flavoured with cashews and pepper). They also sell a popular traditional beverage, Paanagam, that is made with jaggery and lemon.
Though they naturally considered the culinary purists of Chennai would reject them outright, they say the reaction has been overwhelmingly positive. “People across age groups in Chennai have accepted and liked our product,” said Srinivas. “Sales have exceeded our expectations.”
However, Vasanthi Rajagopalan, 63-year-old retired bank officer and a resident of Chennai, said, “I’m from a generation when fast food wasn't so popular, and prefer to make my own masalas and podis at home from scratch. The idea of eating idli from a wrapper packet is not very easy to accept. I prefer my idlis homemade and hot.”
“I suppose people in a hurry would want to pick up wrapper idlis for a quick snack,” she added, “but really, it is the easiest and quickest tiffin item to make at home. Though I would be willing to try a packet at least once, out of curiosity.”
The plan ahead for Idli Factory is to expand to other cities and package Indian snacks from other parts of the country in a similar fuss-free way. “We have already been approached by people who would like to franchise the product, but we’re trying to address the many challenges,” explained Srinivas.
Our verdict: We tried the Madras Bars and the Madras Rountana. Flip the yellow packaging around to see some interesting trivia on the history of idlis. The idlis are small and soft encased in a plastic wrapper. The molagai podi isn’t as spicy as it looks.
The Madras Rountana is a plastic pack of ten bite-sized idlis coated in garlic molagai podi. These are softer than the Madras bars, easier to pop in on the go and have a lingering tangy flavour. While the Madras Bars are packaged better, it is the Rountana that has you craving more.
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RU Srinivas and Rajan Ramaswamy, who met as senior management at the same Business Process Outsourcing firm, have created something they call the Madras Bar, essentially an idli packaged to fit in your handbag. As is to be expected of the beloved Tamil delicacy, they have become all the rage in Chennai since they hit shelves in March. They market their product under the name Idli Factory.
The creators say the idea came to them when thinking back to childhood train journeys, in which they invariably carried a tiffin filled with idlis. “When we traveled, our mothers and grandmothers would pack idlis covered in molagai podi (gunpowder), which would last a whole day preserved in the oil of the podi,” said Srinivas. “Later, on travels abroad, I always craved comfort food, especially since I’m a vegetarian. We realised there had to be a non-messy answer to this.”
“We tried over 300 recipes till we arrived at the best one,” Srinivas added. “The molagai podi recipe we used has been passed down generations in a family for as many as 200 years. The result is idli that stays soft without being heated for 24 hours.”
The challenge was to make idlis the way they were made at home. “We also wanted to change the shape of the idli,” said Srinivas. “It has been round for too long. We tried several shapes and sizes before we arrived at the ‘bar’. Now the idlis look more like mini spring rolls.”
These idlis come packaged in sunshine yellow boxes, and are Rs 45 for six pieces. They have a number of variations on sale, like Madras Rountana (mini idlis covered in garlic molagai podi) and Kanjeevaram idli (large idlis flavoured with cashews and pepper). They also sell a popular traditional beverage, Paanagam, that is made with jaggery and lemon.
Though they naturally considered the culinary purists of Chennai would reject them outright, they say the reaction has been overwhelmingly positive. “People across age groups in Chennai have accepted and liked our product,” said Srinivas. “Sales have exceeded our expectations.”
However, Vasanthi Rajagopalan, 63-year-old retired bank officer and a resident of Chennai, said, “I’m from a generation when fast food wasn't so popular, and prefer to make my own masalas and podis at home from scratch. The idea of eating idli from a wrapper packet is not very easy to accept. I prefer my idlis homemade and hot.”
“I suppose people in a hurry would want to pick up wrapper idlis for a quick snack,” she added, “but really, it is the easiest and quickest tiffin item to make at home. Though I would be willing to try a packet at least once, out of curiosity.”
The plan ahead for Idli Factory is to expand to other cities and package Indian snacks from other parts of the country in a similar fuss-free way. “We have already been approached by people who would like to franchise the product, but we’re trying to address the many challenges,” explained Srinivas.
Our verdict: We tried the Madras Bars and the Madras Rountana. Flip the yellow packaging around to see some interesting trivia on the history of idlis. The idlis are small and soft encased in a plastic wrapper. The molagai podi isn’t as spicy as it looks.
The Madras Rountana is a plastic pack of ten bite-sized idlis coated in garlic molagai podi. These are softer than the Madras bars, easier to pop in on the go and have a lingering tangy flavour. While the Madras Bars are packaged better, it is the Rountana that has you craving more.
