New Delhi– The convergence of social media and food delivery platforms is significantly reshaping food habits and cultural practices in urban India, according to a new study conducted by researchers at the Indian Institute of Technology (IIT) Guwahati.
Published in the Sociological Bulletin (SAGE Publications), the study reveals how the digitalisation of food—through apps, online reviews, and social media engagement—is influencing not only consumption patterns but also the social dynamics around food, particularly in urban, middle-class communities.
Led by Dr. Rituparna Patgiri, Assistant Professor at the Department of Humanities and Social Sciences, the research investigates how digital technologies have become integral to everyday food-related activities such as ordering, reviewing, and sharing culinary experiences online.
“Food has traditionally been seen as moving through five stages—production, distribution, preparation, consumption, and disposal. In this study, I argue for the addition of a sixth stage: digitalisation,” Dr. Patgiri told IANS.
The findings point to a growing dependency on digital platforms, which now act as gatekeepers to food economies—controlling visibility, access, and influence through algorithms, user-generated content, and monetised engagement. Platforms such as Zomato, Swiggy, Instagram, and YouTube have embedded themselves into the food ecosystem, especially among the urban youth.
While digital food cultures such as food blogging, online reviews, and aesthetic food presentation are thriving, the study also highlights disparities. These practices are predominantly driven by and accessible to upper- and middle-class urban users, often excluding lower socio-economic groups and small-scale food businesses.
Dr. Patgiri noted that the digital shift is reinforcing existing hierarchies of class, caste, and gender, with marginalised voices underrepresented or silenced in the online food narrative.
The study calls for inclusive digital policies that:
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Support small and marginalised food producers,
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Regulate platform-driven commercial practices,
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Promote equitable digital visibility,
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Leverage digital tools for public health messaging and the preservation of culinary diversity.
It also urges policymakers to address the broader socio-economic implications of digitalisation in food systems through targeted support, ethical regulation, and cultural inclusion.
As India’s urban food culture becomes increasingly entangled with digital technologies, the study serves as a timely reminder of the need to balance innovation with equity. (Source: IANS)
