The new product was launched by Shiv Sena working president Uddhav Thackeray at the Sena Bhavan in Central Mumbai on Thursday evening. “We are taking the Shiv Vada as a brand on the global level, just like McDonalds,” he said.
The initiative is seen as an attempt by the party, which popularised the vada pav, to re-establish a rapport with the “Marathi manoos” as the Assembly elections are round the corner.
“In foreign countries, burger is available round the clock. Why can’t vada pav be also made available similarly,” Uddhav said. To begin with, 27 Shiv Vada stalls have been opened in the city and the neighbouring Thane and Bhiwandi, including one each at the Chhatrapati Shivaji Terminus and Churchgate.
Over two dozen young entrepreneurs were given special training in catering colleges on the preparation of Shiv Vada. The recipe for this Marathi burger has been standardised by well-known chef Neelesh Limaye, and its taste was finalised by a college professor Neelima Nadkar. The new Shiv Vada will be “pungent and spicy”, which will relegate burgers and pizzas behind, they said. The Shiv Vada stall vendors and workers will wear special gloves and don dark uniforms, McDonald style. And they will compete for their place under the sun.
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