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373322
Fri, 07/03/2015 - 07:40
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Malaysian Paratha Sweeps US Ethnic Market Off Its Feet

By Manik Mehta NEW YORK, July 3 (Bernama) -- It could be described as something of a food aphrodisiac for the average Indian foodie in the United States with his uncontrollable appetite for 'paratha' – the soft cottony 'roti' (bread) with a crispy tang to it – that comes from Malaysia. Indeed, the proliferating ethnic Indian and South Asian supermarkets in the United States are stocking the Malaysian paratha, as they are referred to by the Kuala Lumpur-based manufacturer of this product. The Malaysian paratha figured prominently at the just-concluded three-day New York Fancy Food Show (NYFFS) 2015, which attracted a huge turnout of exhibitors and trade visitors, and was probably the best event since the great recession of 2007/2008 when demand suddenly plummeted for almost everything, except food and clothing, two indispensable basic necessities without which mortals cannot live. Ironically, the Malaysian paratha was not showcased by any exhibitor at the Malaysian Pavilion though there were quite a few inquisitive Indian visitors who wandered into the pavilion and were seen scrutinising booth after booth in search of this product. However, a US-based importer of Indian origin, Kamal N. Sharma, whose company sources Malaysian paratha directly from the Kuala Lumpur-based supplier called Kawan Foods, said the Malaysian paratha – many ethnic supermarkets also stock other varieties of paratha which are produced both in India and now also in the United States – was quite unique because of its soft, cotton-like feel and the taste of which is enhanced by making it slightly crispy when baked over the hot plate. Sharma, who is the CEO of an importing company called ISIFOL in New Hyde Park, New Jersey, said he is the exclusive importer and marketer of the Aman brand of products supplied by Kawan Foods. “But Malaysian parathas are appreciated and relished not just by Indians who are the biggest consumers in the United States. There are also Pakistanis, Bangladeshis, Sri Lankans and even Arabs who love its texture. It’s a culinary delight for them,” Sharma said in an interview with Bernama at the Indian consulate-general in New York where Indian exhibitors participating in the NYFFS were treated to a dinner and entertainment programme organised by Indian consul- general Dynaneshwar Mullay. Sharma claimed that he had been importing parathas from Kawan Foods over the past seven years. “I import over 300 containers of these parathas from Malaysia each year. But I also import other items from Kawan Foods, such as spring-roll pastries, etc.,” he added. Sharma explained that Malaysian parathas are used by many Indian restaurants for making 'kati' roll: the paratha is made into a roll and filled with a 'kebab' or other filling with 'chutney' and, many times, with vegetables and salads. In New York, the kati roll began appearing in 2002; its popularity – including that of the Malaysian paratha – quickly spread to hordes of eateries, including food trucks which are a common sight in the Big Apple. While the popularity of the Malaysian paratha has grown over the years and should be exploited by the Malaysian trade promotion agency, there are also other products which seem to enjoy popularity at the NYFFS 2015. The event turned out to be a good hunting ground for the seven Malaysian exhibitors, all of whom told Bernama they were “extremely pleased” with their participation and the “excellent response” they received at the show which is, generally, perceived as a barometer of the consumer’s propensity to open up his wallet and buy. While many consumers had tightened their purse strings following the severe recession when millions overnight lost their jobs, as it were, the mood at the NYFFS was characterised by bullishness. The seven Malaysian exhibitors, participating under the umbrella of the Malaysian External Trade Corporation (Matrade), experienced a brisk traffic of visitors to their booths. Azizi Yahya, owner of Ganda Kota Sdn Bhd of Seremban (in Malaysia's state of Negeri Sembilan), showcased his coconut-based products and coconut chunks in five flavours. “I export to Japan, South Korea, China, Australia, Thailand, the UK, Russia and the USA. Indeed, 97 per cent of our production is exported while the remaining three per cent is meant for the domestic market. "We received good business enquiries at this show from US and Scandinavian buyers with the potential of translating them into good business. Yes, I am very happy coming to this show,” Azizi told Bernama. Another exhibitor, Tony Loh, the general sales manager of Petaling Jaya-based S + P Industries Ltd, which was showcasing coconut milk, coco spread, coco drinks and other coconut-related products, said this was his second participation at the NYFFS, the first time being in 2013. S + P Industries, which exports some 80 per cent of its production, said he wanted to foray into the lucrative US market which already buys small quantities of his products. “Besides the United States, we also received good business enquiries from Canada, Japan, South Africa, etc. "Ethnic supermarkets in the United States buy our products. We are going to aggressively promote our exports to this huge lucrative market which is showing signs of strong growth,” Loh said. -- BERNAMA

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