MUMBAI: When a butter chicken meets a barbecue brisket, you know something flavourful is simmering. That’s exactly the recipe HT Media’s Slurrp is stirring up with its latest content partnership. The Indian digital food platform has joined hands with the US-based Enveritas Group (EVG Media) and Food & Beverage Magazine to dish out culinary stories that travel from Chandni Chowk to Charleston.

Announced on April 23, the collaboration aims to whip up content that caters to the palates of both Indian readers and North American audiences, including millions of NRIs hungry for a taste of home. The digital buffet will include Indian-origin chef interviews, diaspora-driven dishes, and viral food trends with a desi tadka.

“Through this partnership, we aim to offer our audience engaging and authentic content that celebrates Indian food culture, innovation, and creativity, while also connecting with the broader diaspora and food enthusiasts across the globe,” said HT Labs co-founder & CEO Avinash Mudaliar.

Slurrp will lean into the storytelling prowess of Food & Beverage Magazine, the go-to voice in US hospitality circles. The magazine’s founder Michael Politz added, “This initiative aims to engage our readers with genuine and insightful stories that highlight the tradition, innovation, and creativity within Indian culinary arts.”

Meanwhile, EVG Media-experts in SEO strategy, licensing, and content localisation-will serve as the digital backbone. “Our shared vision of providing high-quality, culturally rich content will enable us to connect with food enthusiasts in more meaningful ways,” said EVG Media CEO Brian Kolb.

From mouth-watering recipe reels to profiles of Indian-origin foodpreneurs, the series plans to break naan and share culture across continents. Themes will include:

.  The diversity of Indian cuisine

 .  The rise of Indian dishes in the US

.  Celebrity and chef features

.  Viral food trends with an Indian spin

.  Indian-origin food startup spotlights

The alliance will cater to the growing global appetite for Indian cuisine and the stories behind it. With Slurrp’s on-ground reach in India and the global lens of its Western partners, the content aims to serve both nostalgia and novelty in equal measure.