In this episode of Jam With Sam, Sampath Iyengar dives into the inspiring journey of Saloni Malkani, Co-founder of the Food Bloggers Association of India (FBAI). Known for pioneering a platform that unites food bloggers, home chefs, and industry giants, Saloni discusses her humble beginnings, the creation and growth of FBAI, her passion for community-driven events, and the role of social media in food culture. Join us as we uncover her personal and professional path, key lessons, and vision for the future of India’s food ecosystem.
Early Life and Influences
Saloni’s journey began in Juhu, where she was raised in a family that valued independence and resilience. Her background was deeply influenced by a lineage of career-driven women. This upbringing instilled in her a strong work ethic, prompting her to begin working independently from a young age. She describes her family as her earliest mentors, especially her mother and aunts, who exemplified determination and success. These formative experiences shaped Saloni’s perspective on hard work, ambition, and self-sufficiency, fueling her entrepreneurial path.
The Foundation of FBAI
The inception of the Food Bloggers Association of India came from Saloni’s and her husband Sameer’s love for food and travel. FBAI started modestly as a Facebook group for food bloggers to share their content and build connections. As the platform gained traction, it evolved into a formal association. Saloni shared, “Our dream was to bring together a community where everyone could benefit – bloggers, chefs, brands, and food lovers alike.” Over time, FBAI transformed into a central platform for culinary creators, connecting food enthusiasts with brands and creating opportunities for food influencers to flourish.
Creating Impact with Signature Events
One of FBAI’s hallmark initiatives is the FBAI Awards, an event that celebrates excellence in food blogging and culinary creativity. The awards gained prominence for their integrity and focus on authentic recognition, a rarity in the industry. “We started the awards to appreciate genuine talent and give food bloggers and chefs a platform to be seen,” Saloni remarked. During the pandemic, FBAI adapted by hosting the awards online, allowing international judges to participate and marking a new era for the event. Despite the success of virtual formats, Saloni values the energy of in-person gatherings and anticipates returning to offline events as a primary mode for future awards.
Innovative IPs and Culinary Experiences
FBAI’s lineup of intellectual properties (IPs) reflects Saloni’s dedication to celebrating diverse culinary talents. These include events like The Wild Asparagus Table, a pop-up dining experience focusing on international cuisine curated by home chefs, and Home Chef Matters, a platform dedicated to empowering home chefs through workshops and mentorship. “Wild Asparagus Table is close to my heart,” Saloni says. “It allows home chefs to explore and recreate international cuisines that one wouldn’t find easily in India.” Other notable IPs like The Bakers Club and The FBAI Kitchen—a food truck concept—offer unique avenues for culinary creativity and community engagement.
Social Media: A Tool for Growth and Authenticity
Under Saloni’s leadership, FBAI has thrived through strategic social media use, ensuring its content resonates with a wide audience. She credits FBAI’s success to maintaining authenticity, stating that their audience trusts them to provide genuine feedback. “Social media is our lifeline. It’s how we showcase what we do and stay connected with our followers,” Saloni explains. Platforms like Instagram and Facebook enable FBAI to engage with food lovers and industry insiders alike, strengthening the association’s reputation as a reliable source for food-related content in India.
Future Vision: Expanding Horizons
Looking ahead, Saloni envisions FBAI scaling its reach with more expansive and inclusive culinary initiatives across India. Plans for nationwide events and new IPs are in the pipeline, as well as potential ventures beyond India. With the right funding, Saloni believes FBAI could significantly extend its impact, creating a space where culinary innovation is celebrated and accessible across the globe. Her focus remains steadfast on fostering an ecosystem that supports both emerging and established voices within the food community.
About Saloni Malkani:
Saloni Malkani is the Co-founder of the Food Bloggers Association of India (FBAI), a platform that connects food enthusiasts, chefs, and brands. Passionate about culinary exploration and community building, Saloni continues to shape India’s food industry with her initiatives, advocacy, and relentless drive for authenticity and quality in food content.