How Are Social Media and Food Delivery Apps Shaping Food Culture in Urban India?
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Synopsis
A remarkable study by IIT Guwahati reveals the profound impact of social media and food delivery apps on urban India's food culture. Discover how these technologies are reshaping consumption patterns, influencing social dynamics, and necessitating inclusive digital policies. This research highlights the crucial relationship between digitalization and traditional food practices.
Key Takeaways
- The integration of social media and food delivery apps is transforming urban India's food culture.
- Digital practices are becoming habitual among the middle-class youth.
- Access to food-related content is increasingly governed by digital platforms.
- Existing social hierarchies are reinforced through digital food culture.
- Inclusive policies are essential to support marginalized communities in the food sector.
New Delhi, June 28 (NationPress) The emergence of social media and food delivery applications is profoundly altering food practices and consumption behaviors in urban India, as revealed by a compelling study conducted by researchers from the Indian Institute of Technology Guwahati.
This research delves into the impact of food digitization on consumer habits while simultaneously transforming social dynamics related to class, caste, and labor.
Published in the esteemed Sociological Bulletin (SAGE Publications), the findings indicate that digital food practices have become an integral aspect of daily life, particularly among the urban Indian middle-class youth.
Technologies such as food ordering apps and online reviews on social media are gradually becoming embedded in everyday culinary routines.
Food economies are increasingly becoming reliant on platforms. Services that facilitate search, social interaction, and content aggregation are emerging as digital gatekeepers to food-related information, according to the study led by Dr. Rituparna Patgiri, Assistant Professor at the Department of Humanities and Social Sciences, IIT Guwahati.
“Traditionally, food has been understood as traversing five stages: production, distribution, preparation, consumption, and disposal. My research posits that a sixth stage — digitalization — must now be recognized,” Patgiri stated to IANS.
While previous studies have examined the effects of globalization on food practices in India, this new research uncovers how digital technologies are reshaping these practices in ways that reinforce existing hierarchies of caste, class, and gender.
The study reveals that digital food culture activities like food blogging, online reviews, and aesthetic food presentation predominantly benefit upper- and middle-class urban demographics, while small enterprises and lower socio-economic groups often remain marginalized, as noted by Patgiri.
The findings stress the urgency for inclusive digital policies that aid marginalized food producers, regulate platform-driven practices, and ensure equitable visibility. The research also highlights the necessity of leveraging digital platforms for public health messaging and safeguarding diverse culinary traditions.
It calls upon policymakers to consider the socio-economic ramifications of digitalization in food systems and to provide targeted support, regulatory measures, and cultural inclusion.
Point of View
It is essential to acknowledge the transformative role of technology in food culture. The study from IIT Guwahati underscores the need for policies that not only embrace innovation but also foster inclusivity, ensuring that all societal segments benefit from these advancements.
NationPress
28/06/2025
Frequently Asked Questions
What is the main focus of the IIT Guwahati study?
The study primarily examines how social media and food delivery apps are reshaping food practices and consumption patterns in urban India.
How does digitalization influence food culture?
Digitalization introduces new stages in food practices, affecting consumer behavior and reinforcing existing social hierarchies.
What implications does the study suggest for policymakers?
The study emphasizes the need for inclusive digital policies that support marginalized food producers and regulate platform-driven practices.
