With an eye to celebrate the richness of Gujarati cuisine and culture, a leading Indian media-tech company, NEWJ, through its original content studio, will create a series of engaging, multilingual content pieces aimed to reach an aggregated audience of over 20 million across a dozen social media and OTT platforms.

The 5-episode mini-series will see Chef Smit Sagar travel to different cities in Gujarat, visiting local eateries and interacting with locals in search of the special delicacies that truly represent the unique flavor of the state, ANI reported.

Made in association with Gujarat Tourism, the show is full of exquisite locales and offbeat kitchens to regale both culinary and travel enthusiasts.

NEWJ, a social-first publisher produces inspiring, India-centric stories of all genres under an umbrella platform and is present in 13 Indian languages — Hindi, English, Tamil, Bengali, Marathi, Gujarati, Telugu, Kannada, Punjabi, Odia, Assamese, Urdu and Malayalam.

Its unique visual storytelling has allowed NEWJ to garner close to 12 billion views since its inception in 2019.

Shalabh Upadhyay, Founder-CEO at NEWJ, said, “We’re thrilled to support this series which is an ode to Gujarat. At NEWJ, it has been our consistent effort to celebrate regional diversity and bring impactful stories from the grassroots of Indian cities and towns to the fore. I’m sure our audiences across India, beyond just Gujarat will be most intrigued to see the hidden gems the show will bring to light.”