![]() Urvashi Pitre’s recipe for Instant Pot butter chicken cracked a code to faster Indian cooking. Her career has her globe-trotting to pitch to the CEOs of Fortune 100 companies. She is president of Dallas-based Tasseologic Inc., a data-driven customer-relationship management company. “I can’t do something just casually,” Pitre said about her deep dive into the food world. Stories about the home cook-turned-internet sensation have been featured in The New Yorker, The Dallas Morning News, the Chicago Tribune, Food52 and, in October, The New York Times’ Food section as her culinary influence grew with her blog, several Facebook groups, how-to videos and culinary tours to India and Belize. She has since written five more cookbooks, with recipes for low-carb and ketogenic (low carb, moderate protein and high fat to control insulin release) dishes. “Cooking Indian food can be intimidating and exhausting to even read ,” Pitre said, let alone allowing a day for the dish to simmer.īy September 2017, Pitre had created and tested recipes for the first authorized Instant Pot cookbook for Indian cooking, and her suburban home in Keller, Texas, had morphed into a test kitchen and photo studio. She had inadvertently cracked the code to faster Indian cooking. Why did this recipe turn her into an overnight internet sensation? “That’s the $64 million question,” said Pitre, who studied experimental psychology at TCU. Listen to an interview featuring Urvashi Pitre.
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