Suzuki Launches Ready-to-Eat Curry Recreating "Taste of Indian Mothers" by Indian Employees—A New Strategy to Embody Multicultural Coexistence Through Food

Table of Contents

1. Introduction: "Mother's Taste" Born from the Employee Cafeteria

2. Chapter 1: The Deep Connection Between Suzuki and India

3. Chapter 2: Behind the Scenes of the Torizen × Suzuki Collaboration

4. Chapter 3: Product Features and Four Flavors

5. Chapter 4: The Thoughts Behind the Package Design

6. Chapter 5: Vegetarian Options and Religious & Cultural Considerations

7. Chapter 6: Real Voices of Indian Employees

8. Chapter 7: The Current Status of Hamamatsu as an "International City"

9. Chapter 8: Positioning in the Japanese Retort Market

10. Chapter 9: Synergistic Effects of ESG Management and Brand Strategy

11. Conclusion: The Next Step in Suzuki's Diversity

12. List of Reference Articles

13. Article Links
    
    

Introduction: "Mother's Taste" Born from the Employee Cafeteria

Curry dishes with unfamiliar names like "Daikon Sambar" and "Tomato Lentil Dal" became popular menu items at Suzuki's headquarters cafeteria in January 2024. The starting point for development was when Indian engineers exclaimed, "This is just like my mother's cooking," during the initial tasting session.newsdig.tbs.co.jpsuzuki.co.jp

Chapter 1: The Deep Connection Between Suzuki and India

Through Maruti Suzuki, India's largest car manufacturer with over 50% market share, Suzuki has coexisted with the local society for over 40 years. Many Indians, including engineers, are also present at the Hamamatsu headquarters, now a key element of diversity management.pref.shizuoka.jp

※From the 2024 Maruti Suzuki Annual Report.

Chapter 2: Behind the Scenes of the Torizen × Suzuki Collaboration

Torizen, with its roots in a long-established Japanese restaurant, is a local company in Hamamatsu handling weddings and catering. The company responded to Suzuki's consultation to "improve the food environment for overseas personnel," and created recipes for Indian vegetarian menus for the employee cafeteria. After its introduction in 2024, it took about a year to retort the dishes to enhance reproducibility and preservation.suzuki.co.jp

Chapter 3: Product Features and Four Flavors

All four products are 180g and priced at 918 yen including tax. They are centered on high-protein, low-fat legumes and are Halal and Jain compliant, containing no animal-derived ingredients, alcohol, or five pungent spices.car.watch.impress.co.jp

Chapter 4: The Thoughts Behind the Package Design

The box, designed by the four-wheel design department, is based on the concept of "wanting to display it even after eating," boldly featuring vehicle illustrations and spice patterns. When the four boxes are lined up, they form a complete illustration, a "connecting art" that appeals to collectors. The development team says, "We valued the 'excitement' just like in car making."suzuki.co.jpcar.watch.impress.co.jp

Chapter 5: Vegetarian Options and Religious & Cultural Considerations

For Indians with diverse backgrounds such as Islam, Hinduism, and Jainism, dietary restrictions are a crucial issue affecting business performance. Suzuki thoroughly manages raw materials and has reverse-imported Halal management methods cultivated at its Gujarat plant. By the time of its introduction in the employee cafeteria in 2024, "completely vegetarian" was achieved.newsdig.tbs.co.jppref.shizuoka.jp

Chapter 6: Real Voices of Indian Employees

"The sourness of toor dal and the aroma of tamarind are just like home" (IT Engineer / Maharashtra State)
"The komatsuna mung dal is also popular among health-conscious Japanese colleagues" (Quality Control / Gujarat State)

In the survey, 60% said they wanted to eat it more than three times a week, and it also increased opportunities for interaction among foreign employees who tend to be isolated due to language barriers.newsdig.tbs.co.jp

Chapter 7: The Current Status of Hamamatsu as an "International City"

Hamamatsu City is proactive in attracting highly skilled foreign personnel, with one of the largest populations of Indian residents in the prefecture. The city has supported the "Hamamatsu Curry Fest" since fiscal 2023, promoting interaction between local companies and foreign communities. The retort project aligns with the city's multicultural coexistence strategy, and its use as a tourism PR material is also being considered.asahi.com

Chapter 8: Positioning in the Japanese Retort Market

The Japanese retort curry market is about 60 billion yen annually, with a slow growth rate. Meanwhile, the category of "vegetarian × authentic spices" is underdeveloped due to the rising demand for plant-based protein and ethical consumption. Competitors include Otsuka Foods' "Bon Curry Veggie," but products involving corporate IP are rare, leaving ample room for differentiation.english.kyodonews.net

Chapter 9: Synergistic Effects of ESG Management and Brand Strategy

Suzuki has set "Born in India, Refined in Japan, Delivered to the World" as its goal, establishing "multicultural coexistence performance indicators" in its 2025 ESG mid-term plan. This curry project is expected to achieve threefold effects:

1. D (Diversity): Improving retention rates of foreign employees through food culture adaptation

2. E (Environment): Reducing CO₂ emissions by not using meat and promoting the low environmental impact of legumes

3. S (Society): Revitalizing Hamamatsu through co-creation with local companies
   
   The cross-border collaboration between automobiles and food could become a new touchpoint for expanding brand loyalty.suzuki.co.jp
   
   

Conclusion: The Next Step in Suzuki's Diversity

"Curry connects India and Japan in a single spoonful." The fact that the online store was temporarily congested on the first day of sales eloquently demonstrates the direct empathetic power of food. Future plans include limited local × Indian flavors and promotions at Indian festivals, indicating that Suzuki's "international co-creation of taste" has just begun.

List of Reference Articles

• Suzuki News Release "Torizen and Suzuki Launch Indian Vegetarian Retort Curry" (2025-06-25)suzuki.co.jp

• Car Watch "Suzuki and Torizen Jointly Develop Four Retort Curry Varieties Recreating 'Mother's Taste' for Indian Employees" (2025-06-25)car.watch.impress.co.jp

• Mainichi Shimbun "Automaker Suzuki Launches Retort Curry Developed for Indian Employees" (2025-06-25)mainichi.jp

• Asahi Shimbun "Promoting Multicultural Coexistence Through Food: Suzuki Releases Cafeteria Curry as Retort" (2025-06-25)asahi.com

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