In the latest episode of Jam with Sam, we sat down with Sameer Malkani, the founder of The Food Bloggers’ Association of India (FBAI) and a pioneer in India’s digital food community. From his early days in advertising to revolutionizing food blogging, Sameer has played a crucial role in shaping how food, brands, and social media interact in India today.
In this conversation, he shares his journey from being a quiet South Bombay boy to leading one of India’s most influential food communities, his thoughts on monetizing blogging, influencer ethics, and the future of food media.
A South Bombay Boy’s Journey into the World of Food
Born and raised in South Mumbai, Sameer had a sheltered upbringing, rarely venturing beyond Haji Ali in his childhood. He describes himself as a shy, quiet kid who only began breaking out of his shell during college.
His love for food and travel began early, with family trips to Delhi and Pune shaping his culinary curiosity. However, it was a trip to Denmark that truly awakened his taste for international cuisine, introducing him to new flavours and cultures.
From Advertising to Education to Food Blogging
Sameer’s career took multiple turns before he became a food media entrepreneur.
Advertising & Marketing
He started his career at Ogilvy & Mather (O&M) in client servicing, where he handled major accounts, including Discovery Channel. His understanding of brand-building and media strategy laid the foundation for his future ventures.
Shifting to the Education Sector
After O&M, he switched industries and entered education consulting, helping establish international schools in India. He also worked with National Geographic Explorer magazines, distributing them across schools.
However, despite his success, his true passion lay in food, media, and digital storytelling.
The Birth of The Food Bloggers’ Association of India (FBAI)
In 2012, Sameer combined his three biggest passions—food, social media, and digital content—to create FBAI, an online and offline community for food bloggers, chefs, and food enthusiasts.
What started as a small social media group of food lovers has now grown into a nationwide platform that connects brands, influencers, and food entrepreneurs.
How FBAI Works
- Community Building: Unites food bloggers, home chefs, restaurant owners, and food brands under one platform.
- Marketing & Brand Collaborations: Helps brands engage with digital influencers and food content creators.
- Events & Conferences: Organizes food awards, industry panels, and networking events to promote food trends and discussions.
The Business of Blogging: Monetization & Ethics
With the rise of social media influencers, monetization of food blogging has become a hot topic. Sameer shared key insights on:
How Food Bloggers Make Money
- Sponsored Posts & Brand Deals: Restaurants, food brands, and FMCG companies pay influencers to review and promote their products.
- Affiliate Marketing: Some bloggers earn commissions by recommending restaurants, meal kits, or kitchen products.
- Food Events & Conferences: Monetizing through ticketed events, workshops, and masterclasses.
The Ethics of Influencer Marketing
Sameer acknowledges that some influencers misuse their reach by demanding free meals or threatening bad reviews. He insists that:
- Transparency is key—paid partnerships should be disclosed.
- Restaurants should not be forced to give free food for coverage.
- Authenticity matters—bloggers should review based on actual experience, not sponsorship money.
The Future of Food Media: Where is It Headed?
Sameer predicts that the food blogging landscape is shifting, with some major trends to watch:
Decline of Print Magazines
Food magazines like BBC Good Food and UpperCrust are struggling. Today, to survive, print media needs strong digital engagement and live events.
Rise of Video Content & Short-Form Media
Platforms like Instagram Reels, YouTube Shorts, and TikTok have changed how people consume food content. Bloggers need to adapt to video storytelling to stay relevant.
The Expansion of FBAI
Sameer is now growing FBAI beyond food, launching:
- FBAI Drinks – A niche platform focused on alcohol brands and mixology content.
- FBAI Kids – Educating families about healthy food choices for children.
- FBAI Fitness – Promoting nutrition, diet, and wellness trends.
- FBAI Entertainment & Lifestyle – Expanding into fashion, travel, and hospitality content.
Reinventing Food Media in the Digital Age
Sameer Malkani’s journey proves that passion, adaptability, and digital strategy can turn a love for food into a successful business.
From advertising and education to founding India’s largest food influencer community, he has shaped the way brands connect with food lovers in the digital world.
With FBAI expanding into new verticals like drinks, kids’ nutrition, and fitness, Sameer continues to pioneer the future of food media in India.
About Sameer Malkani:
Sameer Malkani is the founder of The Food Bloggers’ Association of India (FBAI), a leading platform for food influencers, brands, and restaurants. With a background in advertising, education, and media, he has helped revolutionize digital food marketing in India.