Food critic and jury chair Vir Sanghvi defined the difference between food influencers and critics during the NDTV Food Awards 2026 [1].
This distinction arrives as the culinary industry struggles to separate authentic gastronomic reviews from paid promotional content on social media platforms. As influencers gain more visibility, the role of the professional critic is being redefined in a digital-first landscape.
Sanghvi described the two roles as serving fundamentally different purposes in the ecosystem of food. Sanghvi said influencers act as agents of discovery who introduce audiences to new places or dishes [1]. In contrast, he said critics are the individuals who provide the written analysis and context surrounding the food [1].
"You treat influencers as people who do discovery; you treat critics as people who write about food," Sanghvi said [1].
The discussion highlights a growing tension in the food space regarding transparency. With the rise of sponsored content, the line between a genuine recommendation and a paid advertisement often blurs, making the expertise of a critic a necessary anchor for quality and truth.
Sanghvi's perspective suggests that while influencers can drive traffic and create initial awareness, the critical framework provided by writers is what sustains a standard of excellence in the industry. The shift toward short-form video content has changed how consumers find food, but it has not replaced the need for detailed, critical evaluation [1].
“"You treat influencers as people who do discovery; you treat critics as people who write about food."”
This distinction reflects a broader shift in media consumption where 'discovery'—the act of finding a product via an algorithm or influencer—has become decoupled from 'criticism,' which requires a set of standards and a history of comparative analysis. By separating the two, Sanghvi argues that influencers provide visibility while critics provide validity, suggesting that the industry requires both to function but must be honest about which is which.
