Show Me The Curry: Two Cooks, Two Cameras, 23 Million Views

 Hello Internet and all the curry lovers in the web! I have here an article from forbes which I just read this morning and I think you should all read it because it's great CURRY AS A LIFE CHANGER STORY.

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NOTE: This is the second installment of a 6-part weekly series about some of the most successful video entrepreneurs on YouTube. Each segment will spotlight performers and personalities that go beyond the one-hit viral video and build a loyal audience. Their online presence reaches multi-millions and has gained them entry into the YouTube Partner Program, which splits revenue and helps the BoomTubers develop their growing business.

BoomTuber#2: Show Me The Curry

If you had to guess where the most popular South Asian cooking show on YouTube is filmed, Texas might not be high on the list. But Show Me The Curry blends its spices in Frisco, a suburb of Dallas, and people from all over the world watch. That novelty captured the attention of some media such as USA Today early on, which didn’t hurt the growth of the show starring Hetal Jannu and Anuja Balasubramanian.

These days what distinguishes Jannu and Balasubramanian is not so much their location, but dedication. Since 2007, the duo has created 429 videos. These are not of someone jabbering to a camera, or covering the latest hit song with various levels of guitar training. These are full-out cooking shows, which have attracted over 23 million views and 28,000 followers.

The neighbors have earned those numbers through hard work and an entrepreneurial spirit. It’s not exactly a new concept for them. Jannu, who came to the U.S. from Gujarat, India in 1976, owned a software consulting firm before having her first child. Balasubramanian worked in the travel industry before her children were born. Like most entrepreneurs, or moms for that matter, the duo knew how to juggle multiple tasks at once, clean up the messes themselves along the way and put out a product that pleases the customers. They have put those skills to good, maybe delicious is the right word, use.

How has the show changed, in your opinion, from its inception in 2007? I noticed some sound and video quality changes, but I wondered what shifts have been important to you.

We started ShowMeTheCurry.com with one personal video camera and table lamps. From there, we graduated to 2 personal cameras and shop lights purchased from a hardware store. We used fabric hanging from garment racks to diffuse the harsh lighting. We now have 2 HD cameras and professional lighting and sound equipment.

Over the course of time, we’ve made drastic improvements in our editing and sound quality. We have learned to streamline hours and hours of raw footage into compact and concise under ten minute videos. We thrive on our viewers’ feedback and sound was one of the biggest issues that we were able to improve upon.

On a personal level, we have become more confident in front of the camera. To date, we cringe when we have to revisit our earlier videos. Sometimes we wonder, “What were we thinking?!”

How much help do you have behind the scenes with production, direction, recipe research, etc.?

Initially, our husbands helped with filming and editing. However, we soon realized that we could not work unless they were present. After too many busy nights and weekends lost, we decided to take charge. If we wanted to make this business work, we had to come up with an alternative plan. We invested in tripods and learned how to edit our videos.

In our studio, we have a crew of two – just us two. We take care of everything from recipe research, shopping for ingredients, setting up and tearing down our studio set, prep work, cooking, filming, photographing, cleaning up, editing, uploading videos, recipe writing, answering viewers’ questions, and maintaining social networking sites. We do get technical help with the website. Of course, our families are always there to give us feedback about the good, the bad and sometimes, the tasteless.

South Asian cooking can be intimidating. I wonder what prompted you to start the show and did you expect it to be difficult to find viewers?

We started ShowMeTheCurry.com knowing that South Asian cuisine is intimidating for many people. Our goal has always been to remove the mysterious aura surrounding Indian food and make it approachable to anyone from any background. We also wanted to remove the stigma about Indian food being “spicy” and “unhealthy”. Our platform allows us to “show” techniques and methods that may not come across clearly in the written form. If a picture is worth a thousand words, then surely a video is priceless.

When we started, we personally knew people who could benefit from a service like ours. We did not even stop to consider that finding viewers might be an issue. Luckily for us, YouTube already had millions of loyal fans who were all too willing to give their honest feedback – some too honest! We were overwhelmed at the response we received and it motivated us to continue making more videos.

What were some of the more critical comments you remember receiving? And how do you personally deal with negative feedback?

Most of our viewers are very good at providing legitimate and constructive criticism. As a result of their feedback, we are able to constantly improve our show. We get a wide range of comments, anywhere from improving our sound quality to hair and makeup tips.

We do get our fair share of hurtful comments. It used to bother us a lot more at first, but we realized very quickly that some things we cannot change and we cannot please everyone. An example would be our accents and our personalities. Some people love us, some hate us. For every bad comment that gets posted, there are a string of comments from loyal viewers that come to our rescue and defend us. Our positive feedback definitely outweighs the negative comments.

Do you think Americans understand Indian food better today than when you started and what’s the most persistent misunderstanding?

Indian cuisine is more accepted nowadays than four years ago. We remember someone saying to us, “I am allergic to curry.” This makes no sense since curry is not a specific thing like milk or peanuts. The growing awareness is probably due to many factors such as an Indian cooking show on Food Network, popularity of Bollywood music and dance and TV shows and movies like “Outsourced” and “Slumdog Millionaire.”

The most common misunderstanding about Indian food is that it is spicy. What most people don’t understand is that the spices that go into Indian food means added flavor, not necessarily added heat.

An article written about you began by saying anyone can be a famous chef on YouTube. I’m sure you’ve found that’s only true with persistence and hard work. How did you build your audience and are you pleased with the numbers you get for each show?

It’s true, anyone can be a famous chef or anything they want on YouTube. We are perfect examples. We are neither chefs by profession nor have we had any formal training. Still, we are able to share our personal knowledge and experiences with the world.

YouTube provides a platform, but without a doubt, hard work and persistence is the key for any kind of success. We are not a viral video, though sometimes we wish we were. Unlike those, we did not become successful overnight. We built our audience slowly and steadily by providing professional quality videos, consistently releasing new videos and answering viewers’ questions and doubts about our recipes.

We put our best effort in producing each of our videos, yet we understand that every recipe is not for every person. Some videos and recipes are definitely more popular than others. Overall, we are humbled by the show of support we get from our viewers.

Where do you see this taking you? Do you want to move to traditional television or this YouTube channel the ultimate goal?

Television would be fantastic and we would jump at the opportunity. YouTube has given us a wonderful start and introduced ShowMeTheCurry.com to the world. We never say “never” to any opportunity.

We would like to use the popularity of our show to explore other income generating avenues such as product placements and books. We are currently collaborating with a physician to write a book about “The Healthy Indian Diet.” We are always open to new and exciting ideas.

How significant is the income from the YouTube partnership? I know you were both full-time mothers before the show started, but has producing the show become a significant business for you now?

The income we receive from our show comes from several different sources and the portion from YouTube is a significant amount. What started out as a hobby to pass time while the kids were at school has evolved into full time respectable business. As with any business, hard work and long hours are essential for success.

Fortunately, our graph is on a steady incline and our husbands are looking forward to the day that they can quit their day jobs and come work for us. Hmm…we’ll have to think about that one.

(source: http://blogs.forbes.com/michaelhumphrey/2011/06/07/show-me-the-curry-two-cooks-two-cameras-23-million-views/ )


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Madras beef curry

 Tired of the same chicken curry? Then this recipe is perfect for you! I read this on the net and I think this is perfect to those who opt for a beef curry dish.
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Ingredients (serves 4)
2 tablespoons ground coriander
1 tablespoon ground cumin
1 teaspoon turmeric
1/2 teaspoon freshly ground black pepper
1 teaspoon chilli powder (optional)
2 garlic cloves, crushed
2 teaspoons grated ginger
2 1/2 tablespoons lemon juice
2 tablespoons olive oil
1kg chuck steak, cut into 2.5cm cubes
2 tablespoons tomato paste
1 cup beef stock
steamed basmati rice, raita and mint leaves, to serve

Method
Combine coriander, cumin, turmeric, pepper, chilli, garlic, ginger and lemon juice in a bowl to form a paste. Set aside.
Heat 1 tablespoon of oil in a large saucepan over high heat. Add half the beef. Cook, stirring, for 2 to 3 minutes, or until browned. Transfer to a bowl. Repeat with remaining oil and beef.
Reduce heat to medium. Add spice paste. Cook for 1 minute. Return beef to saucepan. Cook, stirring, for 1 minute, or until meat is coated with paste. Add tomato paste and stock. Bring to the boil. Reduce heat to low. Cover. Cook for 1 hour 15 minutes, or until beef is tender.
Remove lid. Cook, uncovered, for a further 15 minutes, or until sauce has reduced and thickened slightly. Serve with rice and raita. Top with mint leaves.

(source: http://www.taste.com.au/recipes/7665/madras+beef+curry)


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GREAT RECIPE: Wild Shrimp and Peas With Fresh Curry Leaves and Coconut Rice

 Hello curry lovers! I have here a very interesting and I bet very tasty curry recipe. It's from a passionate chef named ANDREA REUSING and I thought of trying this recipe as soon as possible because it looks beyond gorgeous and yummy. Read the recipe below to know how interesting it is.

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WILD SHRIMP AND PEAS WITH COCONUT RICE

THE CHEF: Andrea Reusing

HER RESTAURANT: Lantern in Chapel Hill, N.C.

WHAT SHE IS KNOWN FOR: Asian-influenced fare made with top-notch North Carolinian ingredients.

Total Time: 25 minutes

Serves: 4

1 cup jasmine rice

1¼ cups water

¾ cup canned coconut milk

3 cups blanched green peas (fresh or frozen)

32 medium shrimp (about 1¼ pounds), peeled and deveined, with tails on

5 tablespoons unrefined coconut oil

1 cup fresh curry leaves (kalustyans.com)

1 heaping teaspoon garam masala (kalustyans.com)

1½ cups thinly sliced green garlic, both green and white parts (or four large garlic cloves, thinly sliced)

WHAT TO DO:

1.Set small pot with well-washed rice, water and pinch of salt over high heat. Bring to a boil. Reduce heat, cover and simmer for 20 minutes, or until tender. Off heat, gently fold coconut milk into hot rice.

2. While rice cooks, prepare sauté: If using fresh peas, bring a medium sauté pan with 2 quarts water to a boil. Cook peas 1 minute, then drain. Spread peas out on towel-lined tray to cool and dry. (If using frozen peas, skip this step.)

3.Sprinkle shrimp with salt and let sit 5 minutes. Rinse, pat dry and set aside. Set large skillet over medium heat and swirl in ¼ cup coconut oil. Carefully add curry leaves and stand back while the leaves pop in hot oil. Once crispy, transfer leaves to towel-lined plate.

4.Add raw shrimp to hot sauté pan and cook 10-15 seconds. Add garam masala and garlic and cook 30 seconds. Add peas and cook 1 minute, or until peas are hot and shrimp almost cooked through. Season with salt and remove from heat.

5. Stir in remaining coconut oil, if desired. Add fried curry leaves and season with black pepper and salt to taste. Serve while hot, alongside coconut rice.

(source: http://online.wsj.com/article/SB10001424052702303745304576357390086228616.html?mod=googlenews_wsj )



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Indian herbs ‘contain natural antibiotics to fight oral cancer’

GOOD NEWS! There's another good discovery found in Indian Curry's herbs that can help in treating a type of cancer. Read the whole story below.

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A new research has investigated the potency of Indian wild plants against bacterial and fungal infections in the mouths of oral cancer patients.

Researchers from Rohtak, India, tested extracts from several plants used in traditional or folk medicine against microbials found in the mouths of oral cancer patients.

Of the 40 patients involved in the study, 35 had compromised immune systems with severely reduced neutrophil counts. Eight of the plants tested were able to significantly affect the growth of organisms collected by oral swab, and pure cultures of bacteria and fungi grown in the lab. This included wild asparagus, desert date, false daisy, curry tree, caster oil plant and fenugreek.

“Natural medicines are increasingly important in treating disease and traditional knowledge provides a starting point in the search for plant-based medicines. Importantly we found that the extraction process had a huge effect on both the specificity and efficacy of the plant extracts against microbes,” said Dr Jaya Parkash Yadav.

“Nevertheless several of the plants tested were broad spectrum antibiotics able to combat bacteria including E. coli, S. aureus and the fungi Candida and Aspergillus. Both desert date and caster oil plant were especially able to target bacteria, such as Pseudomonas aeruginosa, which are known to be difficult to treat with conventional antibiotics,” Yadav added.

“Although the plants tested had a lower potency than conventional antibiotics they offer hope against resistant species. These results are a starting point for further testing in the lab and clinic,” added Yadav.

The study has been published by BioMed Central”s open access journal Annals of Clinical Microbiology and Antimicrobials.

(source: http://www.dnaindia.com/health/report_indian-herbs-contain-natural-antibiotics-to-fight-oral-cancer_1545620)

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Cumin (Curry Ingredient) is A Rich Source of Phenolic Antioxidants

Yesterday, we shared an article that talks about a healthy way of preparing curry. Now, we found another article that we would like to share because although a lot of you know that curry has a great health benefit this one talks about one of the numerous benefits. Read it and be informed!


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Indian researchers have found that cumin, which is extensively used in traditional medicine to treat a range of diseases and is also used as a key ingredient in curries, contains high levels of antioxidants. 

Cumin is also considered to be antiparasitic and antimicrobial and science has backed up claims of its use to reduce fever or as a painkiller.

Reactive oxygen species (ROS), also known as free radicals, are produced as part of the metabolic processes necessary for life. Oxidative stress, however, is caused by overproduction or under-removal of these free radicals.

Oxidative stress is itself involved in a number of disorders, including atherosclerosis, neural degenerative disease, inflammation, cancer and ageing. Antioxidants are thought to mop up these free radicals, reduce oxidative stress, and prevent disease.

Phenolic compounds from plants, especially polyphenolic compounds, are often considered to be antioxidants.

Researchers from Mysore have used biochemical and biological techniques to show that seeds from bitter cumin (Centratherum anthelminticum (L.) Kuntze), a member of the daisy family, are a rich source of phenolic antioxidants.


"Bitter cumin extracts were strong antioxidants in the free radical scavenging systems tested. The extracts were also strong electron donors and hence reducing agents, another marker of antioxidation," said the researchers from the Central Food Technological Research Institute.

"In biological tests bitter cumin inhibited the oxidation of liposomes (used as a model for cell membrane oxidation) and offered complete protection against DNA damage," they said.

The study was published in BioMedCentral's open access journal BMC Complementary and Alternative Medicine.

(source: http://www.medindia.net/news/Curry-Ingredient-Cumin-is-A-Rich-Source-of-Phenolic-Antioxidants-85297-1.htm)


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How to re-invent a CURRY

Since curry have turned kind of mainstream these days, people usually compare it like the "fastfood meal" type of food. This article points out how to make curry in a healthy way and this also removes misconceptions.   


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To imagine Indian food without its hearty curries is like imagining paella without seafood. Incomplete and bordering on sacrilege. Unlike simpler curries from other countries, the greatIndian curry draws flavour from a mix of ingredients of varying textures. 

However, over time we've married the idea of a 'rich' Indian curry to that of an 'unhealthy' one. Today we are telling you this isn't true. You can make a delicious Indian curry with low to no oil, healthy ingredients and healthy cooking methods. And we guarantee no compromise on the taste. Intrigued? Here's how... 

The Indian curry's base is crucial. The oil isn't. Most curry recipes call for plenty of oil, which immediately puts off those of us who are trying to control our daily fats intake. Besides an oily curry doesn't taste very good, simply because the oil over powers everything, giving it a thick, greasy texture. A well-made curry has a smooth consistency in which the oil is combined with the rest of the ingredients, and the spices dominate the taste. Cut down the oil and increase the whole spices by one third, and you'll get a better curry, one which won't horrify your waistline. 

Blend or roast whole spices for better flavour without using unhealthy ingredients.When you skimp on the oil, balance the loss of thickness with blended or roasted spices. Once blended, these spices help swell up the thickness considerably. Besides, when blended or roasted, they release a more potent aroma into the curry. 

Replace the cream with yogurt, or natural coconut milk. Before adding the yogurt, make sure to whip it a little, so that it becomes thicker and smoother. A curry of 1 kilo chicken or red meat will call for nearly a cup of high-fat cream. Imagine the calories you save, if you replace this with one cup of whipped yogurt? Natural coconut milk is a healthy substitute as well. 

Onion, tomato, ginger, garlic and tamarind. These give body to the Indian curries and most North Indian curries call for them either chopped or pureed. South Indian curries depend more on coconut milk and tamarind, other than the gorgeous curry leaves and grated, unsweetened coconut. No health issues here, these are all natural and low-fat ingredients that are often forgotten in lieu of all the oil and cream. 

Indian curries can be cooked with healthy cooking methods like steaming, stir-frying, sautéing and pressure-cooking. Unlike deep-frying and baking, these cooking methods don't call for oil and cream just to make them work. You can also use healthier oils like olive oil and mustard for cooking Indian curries. 

Learn to decipher Indian curry recipes, using the above tips and you'll never need to stay away from the great Indian curries ever again. Lower the oil, replace the fat, increase the vegetables, and thicken with blended spices, and you're well on your way to discovering that the Indian curry has a benign soul after all. 

(source: http://timesofindia.indiatimes.com/life-style/health-fitness/diet/The-great-Indian-curry-with-a-healthy-twist/articleshow/8460525.cms)

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NEWEST TIME SAVER: microwavable curry that WHISTLES when cooked

There's a new invention in town! A curry that sounds like a kettle. Check it out!

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Designed as the ultimate in modern convenience, microwave meals can still feel like a fiddly affair.

There’s certainly a skill in adjusting the timing for your particular machine to avoid turning the sauce into a mouth-melting plasma, and dodging the scalding steam as you peel back the lid to stir.

But a new kind of ready meal has an old-fashioned solution to these problems – pressure-cooker packaging that whistles like a traditional kettle when it’s done.

A British supermarket is launching a range of six curries utilising the Swedish technology, which uses a valve in the film lid to create a vacuum after the meals are cooked in the factory – sealing in nutrients, textures and flavours and keeping out bacteria.

This same valve whistles when the meal is done, ensuring the meal is removed from the microwave before it is overcooked. There is no need to prick the lid or stir mid-way through cooking.

A spokesman for MicVac, the company behind the technology, told The Grocer magazine: ‘You put the product in the microwave, don’t have to stir it halfway through, hear it whistle and it’s ready. It’s a step change in the food industry. 

‘We’ve got a Michelin-starred chef that’s been using it in Sweden.’

The Indian curries will hit Tesco supermarket shelves next month. It is not yet known what dishes will be on offer or how much they will cost.

A spokesman for S&R Foods, which is producing the curries, said: ‘The technology allows us to achieve things that were thought impossible with chilled meals, such as using raw garnishes in-pack and using 100 per cent fresh ingredients in every meal, but still with a 30-day shelf life.’

Tesco will be the first major supermarket to use the packaging in the UK, although it is already being used in a range S&R created for Makro last year.

The magazine said a similar process is being used in a vending machine that sells hot ready meals.

(source: http://www.dailymail.co.uk/sciencetech/article-1387393/The-REALLY-convenient-microwave-meals-Curries-whistle-cooked-dont-need-stirring-piercing-beforehand.html)


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MADHUR JEFFREY: The Mistress of Spices

It's nice to hear a woman's great dedication and passion for the world's famous CURRY.
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Indian food expert Madhur Jaffrey tells Lucy Corry why she's never too busy to cook.

The phrase "time poor" could have been invented for Madhur Jaffrey. As a celebrated actress, award-winning writer, culinary expert, public speaker, teacher and grandmother, the 77-year-old has a schedule that would tire someone half her age. But rather than retire or rest on her laurels, Jaffrey has been busy reinventing herself.

Her latest book, Curry Easy, is the culmination of more than a decade of research and recipe testing to find shortcuts to cooking the cuisines from the subcontinent without sacrificing flavour.

"People say they love Indian food and cook it on weekends but feel they can't do it on the spur of the moment," she says, on the phone from her home in New York.

"I know what that's like because I'm pressed for time too, and I don't like being rushed. So I thought I would look for simpler dishes - every country has complex dishes and simple ones - of India, Pakistan, Bangladesh and Sri Lanka, and develop techniques to cook them.

"For curry you usually have to brown the spices, then the ginger and garlic, then the meat, so it can be quite a complicated process. So I did a little experimenting.

"I rubbed all the spices nicely into the meat and let it marinate overnight in the fridge, then the next day I put it in a hot oven and let it get nice and brown on the top and on the bottom. Then I covered it and let it braise and the end result was a lovely curry. That technique works beautifully for many dishes.

"Stir fries can be done using the same process, of letting all the dry spices marinate the meat before you stir-fry it. Indians never used to have refrigerators or ovens, but they would have come across these techniques if they did."

Purists may be aghast at the thought of curry in a hurry, but Jaffrey has the pedigree to get away with it. After growing up in Delhi, Jaffrey learned to cook as a homesick drama student in London, using handwritten recipes her mother sent her in the post.

While her acting garnered good reviews, her talents in the kitchen were even more sought after. Jaffrey's first book, An Invitation to Indian Cooking was first published in 1973 and remains in print today. She's written almost 30 more cookbooks since then, as well as a volume of memoir and several books for children.

"There are three generations of people cooking from my books now," she laughs. "I think there are some people who learn from their parents but, for many people, cookbooks are the only way they learn to cook."

These days they also learn from watching TV - Jaffrey has presented several BBC cooking shows and is quick to see the good side. "Part of me detests the idea of food as a game show and I know that there are a lot of couch potatoes out there who don't ever cook, but you can see the good it is doing," she says.

As well as cooking - and writing - Jaffrey continues to have a busy acting career, with more than 20 films to her name. She's recently finished filming her latest project, A Late Quartet, in which she stars alongside Christopher Walken and Philip Seymour Hoffman. "Life is a real mixture of things, cooking, writing, acting, doing cooking demonstrations, speaking at film screenings, teaching."

She and her second husband, violinist Sanford Allen, eat at home most of the time because it's easier than dining out. "New York is a wonderful place for eating out but we are very busy and we don't have the time to spend three hours in a restaurant. Also, we prefer the food at home. There's nothing that a restaurant has that I can't make at home," she says.

"We eat everything at home, but it's very simple and easy."

- The Dominion Post

(source: http://www.stuff.co.nz/life-style/food-wine/4987486/Meet-the-mistress-of-spices)

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Potato-Tomato Curry Recipe

Are you a potato, tomato, and a curry lover? Then this recipe is the perfect fit for you! Try this vegetarian curry recipe: POTATO-TOMATO CURRY. 

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Ingredients (serves 6)

• 2 large tomatoes
• 4 potatoes medium
• 1/4 tsp turmeric
• 1/4 tsp hing (asafoetida)
• 1/4 to 1/2 tsp red chili powder per taste
• 1/2 tsp cumin
• 1/2 tsp mustard seeds
• 1 green chili
• 2 tbsp oil
• 1/2 cup chopped cilantro
• 1 cup of water
• 4-5 leaves cadipatha (optional)

Directions:

Chop tomatoes and green chilies and keep aside. Chop potatoes and keep them covered in a bowl of cold water. This is so they do not turn black.

Take oil in a pan and heat on medium flame. When oil is hot add hing. Wait 30 seconds and add cumin and mustard seeds. Wait until the mustard seeds start to crackle then add the green chili,tomatoes, and cadipatha leaves (optional) to the oil mixture. Put 2 tbsp or 1/8 of water to the mixture. Wait until the tomatoes soften. Next, add all the potatoes, salt to taste, half of the chopped cilantro, and the remaining water. Let it cook on a slow fire. When the potatoes are cooked, mash about 6 to 8 potatoes slices against the side of the pot in order to allow the gravy to thicken. Then, add remaining of the cilantro and serve hot.

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