Daijiworld Media Network - New Delhi
New Delhi, Jun 28: The fusion of social media and food delivery platforms is not only transforming how urban India eats but also reshaping social structures tied to food—such as class, caste, and labour—according to a new study by researchers at the Indian Institute of Technology (IIT) Guwahati.
Published in the Sociological Bulletin (SAGE Publications), the study explores how digital technologies are influencing food habits, particularly among urban, middle-class Indian youth, and how these changes are deepening socio-economic divides.
Led by Dr Rituparna Patgiri, Assistant Professor in the Department of Humanities and Social Sciences, the research presents a compelling case for recognising a "sixth stage" in the traditional food chain—digitalisation—in addition to production, distribution, preparation, consumption, and disposal.
“Digitalisation is now inseparable from food practices. Whether it’s ordering online, posting food reviews, or following aesthetic trends on Instagram, these digital interactions are now an embedded part of daily culinary life,” Dr Patgiri explained.
The study finds that platforms like Zomato, Swiggy, and Instagram act as gatekeepers to food-related content and services, creating new kinds of access—and exclusions. Digital food culture, including blogging, influencer reviews, and visual food storytelling, is largely dominated by upper- and middle-class urban groups, leaving smaller businesses and lower-income communities out of the digital spotlight.
Key Insights from the Study:
• Digital food practices are habitual for urban youth, but not equally accessible to all.
• There is a class and caste divide in who gets to participate in digital food culture.
• Food has now entered a new stage: Digitalisation, alongside traditional stages like production and consumption.
• Platform economies have redefined how food is accessed, reviewed, and valued.
• The rise of digital food culture often excludes traditional vendors, small eateries, and marginalised culinary voices.
The study calls for inclusive digital policy reforms that protect and promote marginalised food producers, regulate platform monopolies, and ensure equitable visibility across India's diverse food landscape. It also emphasises leveraging digital platforms for public health awareness and the preservation of regional culinary traditions.
“India’s rapidly digitalising food economy needs more than just consumer convenience—it needs equity and cultural inclusion at its core,” Dr Patgiri concluded, urging policymakers to act on the social consequences of this digital transformation.