An iconic 65-year-old culinary brand embraces a bold, contemporary identity while honouring the master chefs and traditional artists who keep Tamil culture alive.
Junior Kuppanna, one of Tamil Nadu’s most iconic culinary brands and a pioneer in authentic Kongu cuisine, marked a significant milestone in its 65-year journey with the grand launch of its new brand campaign, ‘GOATED ROOTED’, alongside the inaugural edition of the Kalai Suvai Awards – The Masters of Taste & Art.Held at WelcomHotel by ITC, Cathedral Road, Chennai, the event brought together distinguished personalities, celebrated chefs, traditional artists, industry leaders and cultural enthusiasts for an evening dedicated to the rich intersection of Tamil art, culture, food and heritage.
The celebration was graced by Thiru Praveen Chakravarthy, Member of Parliament, Rajya Sabha, as Chief Guest, in the presence of an eminent gathering of special guests:
Thiru Kumar Vembu – Co-Founder, Zoho & Mudhal Partners
Thiru Murali Kumar SC – Chairman, Top Rock Group
Thiru Suhail Sattar – Co-Founder, Basics Apparel
Thiru Harishankar Rajashekar – Chartered Accountant
Mr. Balachandar R – Director, Junior Kuppanna
GOATED ROOTED: A 65-Year Legacy Reimagined for a New Generation
At the heart of the evening was the much-anticipated unveiling of GOATED ROOTED, Junior Kuppanna’s bold new brand campaign that brings together the richness of its Tamil roots with the energy, aspirations and cultural expression of a new generation.Founded in 1960 as a humble 12-seat eatery in Erode, Junior Kuppanna has evolved into a celebrated culinary institution, carrying forward generations of authentic recipes, cooking techniques and traditional flavours. With GOATED ROOTED, the brand is embarking on a new chapter — one that preserves its culinary soul while embracing a fresh, contemporary identity.The campaign is built on a powerful cultural thought: Art, culture and traditions are timeless. Their expressions may evolve, but their essence remains. Drawing inspiration from Kattai Koothu, a centuries-old Tamil performing art tradition, the campaign draws a compelling parallel between performing artists and master chefs. Just as an artist keeps a cultural tradition alive through performance, a chef preserves culinary heritage through skill, practice and the passing down of knowledge.“The kitchen is our stage. The banana leaf is our canvas. Cooking is our art.” GOATED ROOTED celebrates the artistry behind the food, the people who create it and the cultural identity that gives it meaning.
Speaking about the vision behind the campaign, Mr. Balachandar R, Director, Junior Kuppanna, said:”For 65 years, people have known Junior Kuppanna for its food. But what we have inherited is much more than a collection of recipes. We have inherited a part of Tamil culture.GOATED ROOTED is our attempt to celebrate this connection between art and food. We want to demonstrate that tradition and modernity are not opposites. A brand can be deeply rooted in its origins and yet be bold, youthful and contemporary in its expression.The Kalai Suvai Awards extend this thought beyond our restaurants. If we truly want to preserve our culture, we must celebrate the artists and master craftsmen who keep it alive.We believe the future belongs to brands that know where they come from, what they stand for and how to carry their legacy forward.”
Thiru Murali Kumar SC, Chairman, Top Rock Group, reflected on the importance of building enduring institutions that remain relevant across generations:”Great brands are not built merely on products. They are built on trust, values and the ability to remain relevant across generations. Junior Kuppanna has successfully carried forward its culinary legacy for more than six decades. GOATED ROOTED represents an exciting evolution of that journey — combining the strength of tradition with the confidence of a contemporary brand. It is inspiring to see an iconic Tamil brand celebrate its cultural identity while preparing itself for the future.”
Speaking about the significance of the celebration, Thiru Praveen Chakravarthy, Member of Parliament, Rajya Sabha, shared the following sentiment in a proposed press statement:”Art ificial Intelligence is threatening to uproot the current social order of work, making the pursuit of knowledge redundant. Human society will place more emphasis & importance on hand skills and human experiences such as food, arts, emotions & olfactory senses. In this context, what Junior Kuppanna is doing through GOATED ROOTED is enormously meaningful because it demonstrates how a legacy institution can embrace the future by taking us back to our cultural roots. Celebrating our artists and chefs is a way of preparing our future generations for what is truly important in the AI era.”
Kalai Suvai Awards: Celebrating the Masters of Taste & Art
Complementing the campaign launch was the inaugural Kalai Suvai Awards, a unique initiative conceived by Junior Kuppanna to recognise individuals who have dedicated their lives to preserving, practising and enriching Tamil culinary and artistic traditions.Under the theme ‘The Masters of Taste & Art’, the awards recognised culinary visionaries and accomplished artists whose contributions have helped bridge generations, sustain traditional knowledge and inspire contemporary audiences.
The first edition honoured seven distinguished personalities across two categories.
Visionary Chefs – Masters of Taste
Chef Srinivas Venkatesan – Executive Chef, Travel Food Service, Chennai International Airport
Chef Deena Dhayalan -Celebrated Indian Celebrity Chef and Television Host
Chef Bhoopesh Pichumani -Corporate Chef, Writers Cafe
Iconic Artists – Masters of Art
Dr. R. Kaleeswaran – Communication & Media Expert, Theatre Practitioner and Social Reformer
Ms.Thilagavathi Palani – National Award-Winning Kattai Koothu Artist, Sri Thilagam Kattai Koothu Company
Ms.Malavika Rajhesh – Renowned Veena Artist
Ms.Brindha Sarathy – Accomplished Writer and Poet
The awards celebrated not just individual achievements but the larger contribution of these personalities in ensuring that traditional artistic and culinary knowledge continues to thrive.
A Special Tribute to Padma Shri Chef Dr. Dhamodaran
One of the most poignant moments of the evening was a special tribute honouring the fond memory and extraordinary culinary legacy of Padma Shri Chef Dr. Dhamodaran, who was posthumously conferred the distinguished ‘GOATED CHEF’ title.A towering personality in India’s culinary landscape, Chef Dhamodaran’s contributions to culinary education, the popularisation of South Indian cuisine and the recognition of chefs as celebrated professionals have inspired generations.His brother, Thiru Padmanaban, accepted the recognition on his behalf and addressed the gathering, making the tribute a memorable and emotional moment of the celebration.The recognition stood as a reminder of the event’s larger purpose: honouring those whose life’s work becomes a legacy for generations to come.
From Legacy to the Future: Junior Kuppanna’s Next Chapter
The GOATED ROOTED campaign officially went live on November 2, 2026, with the unveiling of a brand film celebrating legacy, artistry and the timeless relationship between Tamil culture and food.The campaign will be amplified through an integrated communication initiative spanning print, digital platforms and outdoor advertising.
Beyond the campaign, Junior Kuppanna has undertaken a comprehensive refresh of its brand identity, restaurant experience, menu presentation, packaging, products and service standards.The transformation is designed to deliver a more vibrant, engaging and contemporary customer experience while preserving the authentic flavours, hospitality and culinary traditions that have defined the brand since 1960.With 12 restaurants across Chennai and 28 additional locations across Tamil Nadu and international markets, Junior Kuppanna invites customers to experience this exciting new chapter.
Proudly Tamil. GOATED ROOTED. The evening concluded with a celebration of the enduring spirit of Tamil culture, a Kattai Kothu performance by Ms.Thilagavathi’s artists team from Kattai Koothu Sangam — recognising that while generations change, the traditions that shape our identity continue to live through the people who practise, preserve and reinvent them.GOATED ROOTED is more than a campaign. It is a celebration of where we come from and a declaration of where we are going.
