Tilda Lights Up Diwali 2024 with Madhu’s: A Festival of Flavours and Tradition
9th October 2024 – London, UK
THE ASIAN INDEPENDENT, UK-
Tilda, the UK’s No. 1 rice brand, and Madhu’s, the top-ranking South Asian catering company, joined forces on Wednesday, 9th October, to host a spectacular event celebrating Diwali in the heart of Central London. Set against the backdrop of Madhu’s at Mayfair, a prestigious venue known for its opulent decor and refined ambiance, the event exuded luxury and elegance. The event brought together an exclusive guest list featuring prominent food and lifestyle content creators, longstanding customers, as well as top-tier media houses, who enjoyed a memorable evening of incredible flavours, entertainment, and community spirit. With a specially curated menu and vibrant atmosphere, the celebration was a perfect blend of tradition, innovation, and culture.
The evening began with a warm welcome, as guests were greeted with fragrant jasmine garlands, setting the tone for the celebration ahead. Guests were immersed in an evening of cultural richness, starting with a heartfelt speech from Jean-Philippe Laborde, Managing Director of Tilda. He reflected on the brand’s evolution, highlighting its impressive growth in recent years and its unwavering commitment to sustainability and community engagement.
Jean-Philippe remarked, “Tonight, we’re not just celebrating a festival; we’re honouring relationships with key partners and customers we’ve known not just for weeks or months, but for decades. At Tilda, we take pride in bringing people together through food and tradition, especially during special occasions like Diwali.”
The event also welcomed Sanjay Anand MBE, Founder and Chairman of Madhu’s, who captivated the audience with the story of his family’s culinary journey and the brand’s impressive growth. Sanjay shared, “Partnership is at the heart of Madhu’s, and we have ambitious plans for the future of catering. Rice holds such significance in our culture. It has been a staple part of our South Asian communities’ diet and has both religious and cultural relevance. A special thanks to my team and the team at Tilda for making tonight possible.”
After the speeches, Chef Amardeep Anand, Group Executive Chef at Madhu’s and a MasterChef semi-finalist, took the stage to share the inspiration behind the menu. He highlighted the versatility of Tilda rice in South Asian cuisine, combining traditional Diwali dishes with modern flavours. The menu was primarily created by Poonam Ball, Creative Chef & Marketing Director. Together with Chef Amar, they brought the menu to life on the day. The highlights of the evening included two showstopping biryanis made with Tilda Grand Extra Long Basmati and a decadent mango kheer featuring Tilda’s Fragrant Jasmine rice.
The special menu was a hit among the food and lifestyle content creators and media attendees, who were treated to an exclusive tasting experience.
The evening culminated in a dazzling performance by world-renowned magician Oliver B, who left the audience in awe with his unique blend of mentalism, illusion, and showmanship. Adding to the festive spirit, a live band filled the air with lively Bollywood music, lighting up the evening with energetic performances that captivated the audience.
To round off the evening, each guest received a beautifully curated hamper as a takeaway, which perfectly encapsulated the spirit of Diwali and the evening’s focus on heritage, food, and meaningful connections. The night encapsulated the essence of Diwali—a celebration of unity, light, and shared heritage. Tilda and Madhu’s brought together the best of tradition and innovation, creating a memorable evening that honoured the spirit of the festival and the joy of coming together over great food.
