From leading corporate giants to shaping culinary excellence, Pawan Soni's journey is a celebration of passion and innovation in the food industry, says SAKSHI PRIYA
In the culinary world, where flavours tell stories and meals become cherished memories, Pawan Soni has forged an extraordinary path. A former Vice President at global giants like HSBC and GE Capital, Soni made a bold yet passionate shift from the corporate boardroom to the vibrant food scene. Driven by his love for discovering hidden gastronomic gems, he founded Indian Food Freak, a blog that has since grown into one of India’s most influential food and travel platforms. His journey took a remarkable turn in 2014 when he launched The Big F Awards, a celebration of culinary excellence that has now become one of Delhi NCR’s most prestigious events.
Now entering its 11th year, The Big F Awards have distinguished themselves with an unwavering commitment to transparency and integrity. Built on the principle of not imposing any financial burden on nominees, these awards have earned a reputation as a fair and respected platform for recognising excellence in the food industry. Over the past decade, they have become synonymous with culinary credibility, highlighting the region’s finest dining establishments and championing new talents, including home chefs and bakers who bring fresh flavours and creativity to the table.
This year, The Big F Awards embark on an exciting new chapter by expanding their reach to encompass the entire Delhi-NCR region, reinforcing their vision of inclusivity and growth. This grand event will showcase a diverse array of culinary talent, with new categories that reflect the latest trends and celebrate the art of both dining out and home cooking. Attendees can look forward to an immersive experience where innovation, artistry, and passion are celebrated in a truly memorable way.
At the heart of this celebration is a distinguished jury, featuring some of India’s most renowned culinary experts, such as Chef Kunal Kapur, Chef Nita Mehta, Rocky Singh, and many others. These esteemed judges will rigorously evaluate each nominee, visiting the restaurants and sampling the dishes before casting their votes. This commitment to fairness ensures that the awards remain a beacon of trust and excellence in the food industry.
For Pawan Soni, The Big F Awards are more than just an event, they are a community and a platform for supporting genuine connections and inspiring culinary creativity. As he prepares for the upcoming awards in September, Soni envisions an evening that brings together the best of Delhi NCR’s food scene, offering an opportunity to celebrate, connect and elevate the standards of culinary excellence. With a legacy of integrity and innovation, The Big F Awards continue to shine as a cornerstone of the region’s vibrant food culture.
Founded in 2014, The Big F Awards have become a symbol of credibility and fairness, consistently upholding the highest standards in the industry. This year’s edition promises to build on this legacy, with new surprises, new talents, and new stories to be told. Join Pawan Soni and his esteemed panel in this grand celebration of culinary brilliance, where the finest in food artistry come together to create an unforgettable experience.
A Conversation with Pawan Soni
Pawan Soni shares insights into his transition from corporate life to food blogging, the challenges he faced in the early days and his commitment to transparency and excellence in The Big F Awards. He provides valuable perspectives on the growth of his blog, the influence of his corporate background and what to expect from this year’s prestigious event.
You left a successful career as Vice President at MNCs like HSBC and GE Capital to follow your passion for food. What motivated this career shift, and how did your corporate experience shape your approach to food blogging and awards?
Back in our day, social media wasn’t a thing. Like many, I followed the conventional route—completing an MBA and then diving into the corporate world. But food was my escape. Traveling the world, I discovered hidden culinary gems and started writing for newspapers and magazines. Eventually, I launched my own blog, Indian Food Freak. Before I knew it, my passion for food had grown into a full-blown career.
In foodie terms, my corporate career was a recipe for success, but my love for food was the secret ingredient. I traded PowerPoint for paprika and now, I’m serving up a plate of purpose. Jokes aside, my corporate experience was invaluable. It taught me critical skills in sales, operations, and more, which I still use in my second career.Having worked with ethical companies, I’ve always prioritized transparency. Even after 11 years of running the food awards, I ensure there’s no money exchange involved, whether for nominations, attending the awards or in any other aspect.
When you started Indian Food Freak food blogging was relatively new in India. How did you introduce the concept to an unfamiliar audience, and what strategies did you use to build your initial following?
Introducing food blogging to India was like adding a new spice to a traditional recipe—initially unfamiliar, but now indispensable. I focused on creating content that was relatable, authentic, and sprinkled with humor. I remained honest and objective in all my reviews, even if it meant ruffling a few feathers among friends in the industry. By avoiding fancy jargon and staying true to my readers, I built trust and loyalty. My guiding principle has always been to write for my readers, not for the restaurants.
How did you address the skepticism or resistance from both the public and industry professionals during the early days of food blogging, especially when it was an emerging field?
Skeptics are like stale spices - they need to be replaced with fresh perspectives. I proved that food blogging wasn’t just a flash in the pan by consistently delivering quality content and building a loyal community. Facebook played a significant role in this, as I created a space where food enthusiasts could exchange opinions and learn from each other.
What were some of the biggest challenges you faced in creating content for your blog in the early days, and how did you overcome issues related to resources, technology or audience engagement?
The early days were like cooking with limited ingredients—creativity was key. I tackled challenges by infusing my content with storytelling, leveraging social media, and engaging with my audience like a master chef. Content was never an issue because food is something we encounter daily. To improve the visual appeal, I invested in a DSLR. As the saying goes, a picture is worth a thousand words.
Indian Food Freak has grown into one of the largest food and travel blogs in India. What were some of the initial challenges you encountered when starting your blog and organising The Big F Awards, and how did your corporate experience help you navigate these obstacles?
My corporate experience was the yeast that helped Indian Food Freak rise. The biggest challenge in organizing the awards was securing sponsors who believed in the vision but didn’t influence the results. My sales and marketing skills were crucial here. Convincing people of the brand visibility that our awards could offer was key, and looking back, I’m proud to say that I delivered on those promises.
This year, The Big F Awards has expanded to cover the entire Delhi-NCR region. What motivated this expansion, and what new opportunities and challenges do you anticipate?
Expanding The Big F Awards to Delhi-NCR was like adding a new course to the menu—a natural progression. Since it takes nearly six months to organize the awards, with our jury visiting each restaurant to taste the food before delivering a verdict, venturing into other cities wasn’t feasible. However, Delhi-NCR should be treated as one city, with people frequently traveling for work and pleasure. Including Delhi has given us broader and, in some cases, better choices, helping foodies make informed decisions when they dine out.
The introduction of categories for home bakers and home chefs is a unique and thoughtful addition. What inspired these new categories, and how do they reflect current trends in the food industry?
Home bakers and home chefs are the new spice merchants—they’re driving innovation and shaping trends. These categories reflect the democratisation of food and the rise of culinary entrepreneurship. I’m pleased to see that home chefs and bakers are now taken seriously. Not only have their businesses expanded, but many new ventures are focused solely on this segment, helping them grow by organising pop-ups at five-star hotels, developing apps for delivery, and introducing them to wider audiences.
Winning the Best Influencer Award by BBC Good Food in 2018 is a significant achievement. How did this recognition impact your career and the growth of Indian Food Freak and The Big F Awards?
We all seek acknowledgment and appreciation. Winning the award was a validation that I was on the right path. It boosted my morale and increased confidence in the products and content I deliver.
The Big F Awards are known for their transparency and integrity. How are you ensuring these values are upheld in this year’s expanded edition, especially with the addition of new categories?
Transparency and integrity are the secret ingredients in The Big F Awards’ recipe. We ensure fairness by using a robust judging process, clear criteria, and a commitment to accountability. From selecting the right jury to deliberating each result, we remain steadfast in our dedication to honesty and transparency.
As you prepare for the 11th edition of The Big F Awards, what are your personal goals for the event, and what do you hope attendees and participants will take away from this year’s awards?
My personal goal for The Big F Awards is to foster a culinary community that’s the icing on the cake. I hope attendees and participants leave inspired, with new connections and a renewed passion for the food industry. People don’t mind losing as long as they know they lost to a worthy opponent. Our aim is to be fair and just while building camaraderie among all industry professionals.
