Hayabusa Sambar and Jimny Chholey. Suzuki's Entry into Indian Cuisine
In a move few saw coming, Suzuki Motor Corporation, better known for compact cars and motorcycles, has entered Japan's packaged food market. The automaker has launched ready-to-eat Indian vegetarian curries, inspired by meals first served in its own company cafeteria.
The idea originated at Suzuki's Hamamatsu headquarters in 2024, where a growing number of Indian engineers prompted the company to offer authentic Indian vegetarian dishes at the workplace. Partnering with Torizen, a 150-year-old Hamamatsu-based restaurant group, Suzuki developed recipes like chickpea masala (chole masala), tomato lentil curry (dal tadka), moong dal, and daikon sambar.
Encouraged by positive employee feedback, Suzuki began selling these meals commercially in July 2025 under the name "Suzuki Cafeteria Indian Vegetarian Curry." The packs retail online in Japan for about ¥918 (?500+) each and feature playful packaging decorated with Suzuki's iconic vehicles like the Jimny and Hayabusa, linking the food to its automotive identity.
The diversification may seem quirky, but it fits several strategic goals. The initiative promotes employee inclusion and celebrates Suzuki's deep ties with India, its largest global market. It also places the brand in Japan's fast-growing ready-to-eat meal segment, which caters to busy consumers seeking convenient, healthier options.
For Suzuki, the food business originated as an "internal cultural bridge" between its Japanese and Indian teams. Yet the quick commercialisation signals a broader ambition: exploring lifestyle extensions beyond the assembly line. Reports suggest the brand may expand the lineup to 14 curry varieties in the coming months.
Industry watchers see this as part of a larger trend of Japanese manufacturers diversifying into lifestyle and consumer goods. For Suzuki, it's also a story of globalization coming full circle: an automaker that built its fortune in India now bringing Indian flavours back home to Japan.