Motorcycle manufacturers are used to marketing much more than their products: clothing, accessories, miniatures and all kinds of belongings for their followers. However, suzuki has decided to explore much less common territory. The Japanese company sells four varieties of Indian curries and, from September 2026, this gastronomic collaboration is also part of the food options on board Japan Airlines under certain conditions.
Although it may seem like a promotional initiative without much relation to 2 wheels, the project has its origins in a real need for the company. suzuki It has numerous employees of Indian origin in Japan and, in 2024, it began offering vegetarian dishes from its cuisine in its headquarters dining room so that they could enjoy familiar flavors during their workday. The initiative ended up becoming a commercial product that hit the market in June 2025.
Four Suzuki vegetarian curries with their own identity
To develop the recipes, suzuki collaborated with Torizena Japanese gastronomic company with experience in catering and food preparation. The objective was to reproduce authentic flavors of Indian cuisine, with the participation of the company’s Indian employees in testing and evaluating the dishes.
As we are counting, the curry range is made up of 4 vegetarian recipes: green mung curry with leafy vegetables, lentil dal with tomato, radish sambar and brown chickpea masala. Each variety features a different combination of ingredients and spices, with a 4-level spiciness scale, from the mildest to the most intense.
The products are sold in containers prepared to heat and consume, a practical formula that allows you to enjoy the recipes without having to make them from scratch. They also stand out for their presentation: the boxes incorporate illustrations related to emblematic models of suzukiamong them the Hayabusahe Swifthe Jimny and the V-Strom 1050DE.
The design is designed so that the packaging is interesting even after consuming the product. It is a way of transferring the brand’s visual identity to an everyday item, with a proposal that moves away from the usual key chains, t-shirts or merchandising mugs. The set of four varieties is sold in Japan for approximately 3,672 yen. 21 euros change, or for 3,780 yen, about 22 euros, if a special illustrated case is included.
Japan Airlines brings collaboration to its international flights
Now, the project has taken another step thanks to Japan Airlines (JAL). From June 1, 2026, the airline began offering a vegetarian option inspired by this collaboration on economy class flights connecting Narita airport with Delhi and Bengaluru, in India.
The positive reception has allowed the initiative to expand. From September 1, 2026, Japan Airlines incorporated this offering into its special Asian vegetarian meal offering on select international flights departing from Japan. The option can be requested in first class, business class, premium economy class and economy class, with certain exceptions depending on the route.
Suzuki shows that its brand goes far beyond motorcycles
The initiative fits with a strategy that suzuki It has been developing for some time in Japan, where its catalog of official products ranges from everyday objects to items that recover the company’s industrial history. These include bags and accessories made with fabrics produced on the looms that gave rise to the business of suzuki before its expansion into automobiles and motorcycles.
