‘We’ve been blown away’: The supermarket moment that had Aussies lining up
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Celebrity appearances often draw a crowd—but sometimes, the turnout defies all expectations.
One recent visit to a suburban store in Melbourne quickly spiralled into a scene few could have predicted.
What unfolded next was a whirlwind of excitement, cultural pride and a retail experience unlike any other.
A Melbourne shopping centre turned into a frenzy this week as hundreds of fans descended on a Coles store to catch a glimpse of a celebrity chef known as ‘India’s answer to Gordon Ramsay’.
Chef Sanjeev Kapoor visited Tarneit Central on Wednesday as part of a promotional tour for Arth, his new line of Indian food products now available in 440 Coles stores nationwide.
Kapoor, a household name in India, has built a loyal following of over 20 million people across various social media platforms.
He is best known for hosting Khana Khazana, Asia’s longest-running cooking program, and has penned more than 200 best-selling cookbooks.
His Australian visit marked the launch of 15 Arth products—including sauces, curry pastes, pickles and marinades—which aim to deliver authentic Indian flavours with convenience.
Footage shared with the media captured chaotic scenes as fans packed into the store hoping for selfies and a moment with the chef.
Many waited in long queues for a chance to meet Kapoor, who posed for photos with the crowd and fellow chef Matt Preston.
‘Our customers are telling us they want more variety, more global flavours and simpler ways to enjoy dinner at home—and that’s exactly what we’re focused on delivering with the Arth range,’ Coles chief commercial officer Anna Croft shared.
She added that the supermarket chain had noticed strong growth in the global cuisines category, particularly Indian and Asian products.
‘And this is a trend we are also seeing with our customers, with the Asian and Indian segments two of the fastest growing categories in our grocery aisle.’
The Arth launch coincides with a broader demographic shift in Australia, with India now surpassing China as the top source of new Australian citizens and becoming the country’s second-largest overseas-born population.
Coles said the line has already exceeded expectations, with demand surging since it hit shelves.
‘We’ve been blown away with the demand for our Arth Authentic Indian range since hitting the shelves,’ said Joel Wishart, Coles’ Senior Manager Global Cuisines.
‘Sanjeev is a global sensation, and it was fantastic to see so many customers get to meet him at Coles during his visit.’
He said Aussies were increasingly seeking out global flavours and simple ways to bring international cuisine into their kitchens.
‘We’re seeing more Aussies seeking food and recipes from around the globe and Sanjeev’s new range offers an authentic taste of India that’s easy to prepare and delicious—with products starting from $3.’
Coles named several standout products, including the $5.80 Mutter Paneer Paste, the $6.00 Tandoori Marinade and the $3.00 Masala Khichdi, described as a risotto-style dish of rice, lentils and Indian spices.
Source: Youtube/sanjeevkapoorkhazana
Kapoor explained that the range was designed to make Indian cooking more accessible for everyone.
‘I’ve spent my career showing people how authentic Indian food can be easy and enjoyable, and the Arth range is the next chapter of that journey here in Australia,’ he said.
‘This range really is for everyone—whether you’ve grown up with these flavours or want to try something new. You don’t need special skills or fancy ingredients but just a love of good food.’
In a previous story, another global figure caused a stir with an unexpected announcement that had fans buzzing.
Meghan Markle finally lifted the lid on a long-rumoured project that’s been months in the making.
Source: Instagram/meghan
Catch up on the reveal that had social media talking.
With Indian cuisine becoming a pantry staple for so many Aussie households, could Arth be the new go-to for weeknight dinners? Let us know your thoughts in the comments.
One recent visit to a suburban store in Melbourne quickly spiralled into a scene few could have predicted.
What unfolded next was a whirlwind of excitement, cultural pride and a retail experience unlike any other.
A Melbourne shopping centre turned into a frenzy this week as hundreds of fans descended on a Coles store to catch a glimpse of a celebrity chef known as ‘India’s answer to Gordon Ramsay’.
Chef Sanjeev Kapoor visited Tarneit Central on Wednesday as part of a promotional tour for Arth, his new line of Indian food products now available in 440 Coles stores nationwide.
Kapoor, a household name in India, has built a loyal following of over 20 million people across various social media platforms.
Celebrity chef visit sparks chaos at Coles. Image source: news.com.au
He is best known for hosting Khana Khazana, Asia’s longest-running cooking program, and has penned more than 200 best-selling cookbooks.
His Australian visit marked the launch of 15 Arth products—including sauces, curry pastes, pickles and marinades—which aim to deliver authentic Indian flavours with convenience.
Footage shared with the media captured chaotic scenes as fans packed into the store hoping for selfies and a moment with the chef.
Many waited in long queues for a chance to meet Kapoor, who posed for photos with the crowd and fellow chef Matt Preston.
‘Our customers are telling us they want more variety, more global flavours and simpler ways to enjoy dinner at home—and that’s exactly what we’re focused on delivering with the Arth range,’ Coles chief commercial officer Anna Croft shared.
She added that the supermarket chain had noticed strong growth in the global cuisines category, particularly Indian and Asian products.
‘And this is a trend we are also seeing with our customers, with the Asian and Indian segments two of the fastest growing categories in our grocery aisle.’
The Arth launch coincides with a broader demographic shift in Australia, with India now surpassing China as the top source of new Australian citizens and becoming the country’s second-largest overseas-born population.
Coles said the line has already exceeded expectations, with demand surging since it hit shelves.
‘We’ve been blown away with the demand for our Arth Authentic Indian range since hitting the shelves,’ said Joel Wishart, Coles’ Senior Manager Global Cuisines.
‘Sanjeev is a global sensation, and it was fantastic to see so many customers get to meet him at Coles during his visit.’
He said Aussies were increasingly seeking out global flavours and simple ways to bring international cuisine into their kitchens.
‘We’re seeing more Aussies seeking food and recipes from around the globe and Sanjeev’s new range offers an authentic taste of India that’s easy to prepare and delicious—with products starting from $3.’
Coles named several standout products, including the $5.80 Mutter Paneer Paste, the $6.00 Tandoori Marinade and the $3.00 Masala Khichdi, described as a risotto-style dish of rice, lentils and Indian spices.
Source: Youtube/sanjeevkapoorkhazana
Kapoor explained that the range was designed to make Indian cooking more accessible for everyone.
‘I’ve spent my career showing people how authentic Indian food can be easy and enjoyable, and the Arth range is the next chapter of that journey here in Australia,’ he said.
‘This range really is for everyone—whether you’ve grown up with these flavours or want to try something new. You don’t need special skills or fancy ingredients but just a love of good food.’
In a previous story, another global figure caused a stir with an unexpected announcement that had fans buzzing.
Meghan Markle finally lifted the lid on a long-rumoured project that’s been months in the making.
Source: Instagram/meghan
Catch up on the reveal that had social media talking.
With Indian cuisine becoming a pantry staple for so many Aussie households, could Arth be the new go-to for weeknight dinners? Let us know your thoughts in the comments.
