Raje's backing of Masala Chowk reminds of her unconditional support to Saras Parlour, which translated it into a business venture of Rs 18 crore - a case study for any cooperative organisation
In less than a week's time of its launch, the much accoladed Masala Chowk in Ram Niwas Bagh has got a frequent VIP visitor - none other than the chief minister Vasundhara Raje. A major challenge to her nutrition managers, Raje visited this chaupal twice treating her taste buds with the usual chaat pakaoris - a universal weakness of every person in the world.
Raje, who is said to have lost around 10 kg weight in recent time after a strict diet ordeal was seen satiating her gastronomic wishes with choicest of delicacies the Pink City is known for. Folds on the foreheads of her dieticians went up in sync with the delight of celebrated food vendors of Masala Chowk who got an uncrowned brand ambassador in Raje. After inaugurating this 'foodie zone' on January 25, Raje could not stop herself indulging in some real 'gastronomic dressing' at the Chowk to bust her stress on Monday - the day BJP's fate was sealed for the by-elections. And now, there is again an opportunity for food vendors of Masala Chowk to serve the CM with their culinary delight as she may again find a reason to treat her tastebuds on Thursday irrespective of the results in the byelections scheduled to be announced today.
For uninitiated, Raje is the brain behind this historical initiative of Jaipur Development Authority (JDA) which has brought all the world famous delicacies of Jaipur under one roof at the vintage Ram Niwas Bagh.
This innovative initiative of Raje reminds of the legendary Saras Parlours which have gone down in the history of cooperatives as one of the most profitable ventures. The Saras Parlours, which started in 2004 on the unused land of the milk cooperative with Vasundhara Raje as brand ambassador, turned into a case study yielding a turnover of whooping Rs 18 crore. These parlours have turned into a most frequented food joint serving our very own doodh jalebi, paneer pakodas, samosas, ice creams and dosa. At one point of time, they were giving run for the money to the likes of Pizza Huts and Burger Joints.
"JDA also foresees similar success with Masala Chowk. It has spend Rs 3.14 crore in developing the area into a food court boasting of 22 indigenous rare delicacies of Pink City, which you can't find anywhere. Right from Chaat to Phaloda Kulfi, the food zone has the names and fames of the city," said a JDA official.
With Raje frequenting this zone, this rare gastronomic island, accompanied by the lush green of Ramnivas Bagh on one side, majestic Albert Hall on other side and the artistic Ravindra Manch facing it in front, will soon become a major tourist attraction in coming times.
The food gallery
- Samrat
- Gopal Singh Chat Bhandar
- Shankar Namkeen
- Sethani ka Dhaba
- Rawat Mishthan Bhandar
- Link Road Kulfi
- Raman Dosa
- Sri Jharkhand Poha Namkeen
- Gulab Ji Chai Wale
- Dilli Chaat Bhandar
- Golcha Ashok Kumar
- Wah Bana
- Bhagat Mishthan Bhandar
- Fateh Kulfi Wala
- House of Fire
- Egg Station
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 "Masala Chowk")
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