One of Japan's most popular restaurant chains is embarking on what could become one of the all-time crowning achievements of salesmanship – selling curry to India.
"We are not here to compete with Indian curries," Ichibanya India's assistant chief executive, Devesh Srivastava, told AFP. Substitutes such as paneer and eggplant are on offer instead, making a unique global hybrid cuisine reflecting the chain's dual origins. Ichibanya believes its successful step into Thailand, another curry-loving nation, is a sign the chain could succeed in India.
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