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British Curry Club launches Chaat! magazine
by Katherine Levy - 05/04/2011
"The British Curry Club, the commercial organisation dedicated to the promotion and growth of the Indian food industry, is launching a curry magazine called Chaat!"
Chaat!, which is a bi-monthly title, claims to be the first consumer magazine in the UK dedicated to Indian cuisine. The launch issue, which goes on sale 9 May, has a feature on how curry helps you live a longer life.
The title takes its name from a popular savoury food that originates from northeast India.
The glossy is set to be rolled out across 20 flagship Tesco supermarkets nationwide, 5,000 Indian restaurants including the 1,500 member restaurants of the organisation as well as key positions in showrooms and hotels of selected partners.
On launch it will have 66 pages with 15 pages of advertising. The magazine is currently discussing advertising opportunities with coffee, water, alcohol companies.
Chaat! has already secured a deal with holiday specialists Industours, which is offering a complimentary culinary trip to India for two readers in its first issue.
It will be available free for the first 12 months in distribution points or with a subscription, priced at the cost of postage.
The title will also feature content on current food trends, seasonal influence and culinary events and will include travel pieces, cooking secrets from the professionals and interviews with famous curry lovers.
Each issue of Chaat! will also allow readers to vote for their favourite dish and to share their recipes and cooking techniques.
Throughout the year Chaat! will ask readers which recipe they think is best. The winning curry will be on the menu in the British Curry Club’s flagship restaurants in Cardiff throughout 2012.
Dave Jenkins, editor of Chaat!, said: "Curry is a hugely popular dish throughout the UK and I think that a magazine dedicated to the dish and its fans is just what's needed.
"Curry is everywhere, from the local takeaway on your street to the curry chapter of Jamie Oliver’s latest recipe book."
The British Curry Club, which encourages consumers and restaurants to join as members, aims to "raise the profile of the sector with constant promotion and original marketing initiatives that enhance the UK’s love affair with curry".
More Details: http://www.marketingmagazine.co.uk/news/1063217/British-Curry-Club-launches-Chaat-magazine/
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