From Factory Floor to Dinner Plate Suzuki's Curry Venture

Japanese automotive giant Suzuki Motor Corporation has successfully steered into an entirely new market, finding remarkable success not with a new vehicle, but within Japan's competitive packaged food sector. The company's line of ready-to-eat Indian vegetarian curries, launched in June 2025, has become a commercial sensation, selling more than 100,000 units within its first three months on the market.

This unexpected business venture originated from a simple workplace initiative. Suzuki's headquarters in Hamamatsu is home to over 200 engineers from India. To make them feel more comfortable, the company began offering authentic Indian vegetarian meals in its cafeteria in early 2024. For this, Suzuki collaborated with Torizen, a respected local restaurant with a 150-year history, to perfect the recipes. The goal was to create dishes that were true to their Indian roots while also being approachable for the local Japanese workforce.

The cafeteria meals proved immensely popular, attracting long lines of Japanese employees alongside their Indian colleagues. Recognising a broader market opportunity, Suzuki and Torizen transitioned the successful cafeteria experiment into a commercial product line. The result was the "Suzuki Cafeteria Indian Vegetarian Curry," a series of ready-to-eat packets designed for home consumption.

Priced at ¥918 (approximately ₹500), the initial product range includes four distinct flavours: Chickpea Masala, Daikon Radish Sambar, Tomato Lentil Curry, and Moong Dal Green Curry. In a creative nod to its primary business, the packaging features illustrations of Suzuki's iconic cars and motorcycles. Building on this initial triumph, the company has announced plans to expand its culinary offerings with an additional 14 curry varieties. This strategic diversification showcases how a thoughtful employee wellness program can blossom into a lucrative and innovative new revenue stream.