Jhaveri's friends are not the only ones now accustomed to this aim-khatak-and-only-then-eat approach to meals. For foodstagramming has arrived in India. And just like there are Los Angelinos and Londoners out there who document every taco or torte set before them, there are now Bengaluruites and Punekars equally determined to record their own gulab jamun moments. 

Some of these are acknowledged foodies with a legion of followers, other are regular people who just want to pop a yummy visual onto their Facebook page. "If you look at Facebook, Twitter and Instagram, apart from the usual suspects who always post selfies, you will find an incredible amount of food photography," says Prashant Kalra, who conducts food tours in Delhi and recently started the DFT Food Porn Association, a Facebook group whose 870 members share "sinful food pictures" with each other—everything from spectacular lemon meringue cakes to fluffy dhoklas. He says, "Food posts are a great way to tell people a little about yourself. The kind of food you eat tells a story about who you are as a person. Someone who only posts pictures of high-end food might be considered pretentious. Someone who mixes things up a bit is a true foodie with a broad-minded approach to food. Someone who only posts pictures of chola bhatura and chaat might be considered to have a one-track mind. For me personally, if it looks yummy, click it!" 

"It's human nature to want to share something about yourself," agrees Adarsh Munjal, a social media professional who runs a blog called The Big Bhookad and has 2,000 followers on Instagram. "Food is an obvious choice because it appeals to everyone—from CEOs to junior executives." 

Jhaveri, a diamond merchant by day and food blogger by night, has over 2,700 followers on Instagram. "When I first started my Mumbai Food Lovers blog a couple of years ago my friends would get annoyed," says the 30-year-old, who is out every night sampling all kinds of veggie treats from chatpata streetfood served in screws of newspaper to elegantly plated entrees at five star restaurants. "But now they're used to waiting till I take my pictures." 

While foodstagrammers believe their hobby is as wonderful as a 14-layer chocolate cake, however, not everyone agrees. Academics are intrigued by this rapidly spreading obsession that—instead of allowing people to relax, sit back and enjoy their meal — compels them to snap every single dish. Even if it involves using the flash, standing on chairs, irritating their companions, infuriating other diners and generally shattering the peace. As a result, more and more chefs in posh New York restaurants have started prohibiting food photography entirely - generating considerable controversy. 

In India, however, restaurants seem happy to pose for patrons. "As long as it doesn't interfere with the dining experience of others, we're okay," says Chef Vicky Ratnani of Aurus, a swish restaurant in Bandra, Mumbai, who sees this as a new form of culinary journalism. "It actually motivates me to ensure that my work always looks great. When a good photograph is posted, it's a subtle promotion for us." 

Zorawar Kalra, whose quirky Masala Library in Mumbai is one of the most Instagrammed restaurants of the moment, too believes that this is the trend of the future. "Today, there are more people who check out/like/click/share a photograph or video online than those who actually read a paragraph of someone's experience. We see it as a positive trend, as it's helping us reach a larger audience. So unless we feel that a diner is encroaching on the privacy of another guest, we don't think of it as a nuisance," he says. Concurs Munjal, "Restaurants here are very co-operative. Everybody realizes that social media enjoys a lot of power today." 

After all, a photograph of a succulent roast chicken or moist orange juice cake can play a vital role in deciding tomorrow's dinner plans. Jhaveri's photos have induced many of his followers to sample the Samosa Sandwich outside Heera Panna or the Sev Puri Toast Sandwich at Matunga. "Many people go and try out the dishes and then write back to thank me," he says. 

Kalra's friends are often mad at him for posting tempting pictures in the middle of the night or when they are in the throes of an excruciating business meeting. "I got abused when I posted a picture of jalebis at 11 pm. My friend woke up his aunt who knows how to make jalebis and demanded a quick dose! Let's just say that his aunt cursed me for weeks," he recalls. Adds Munjal, "When I post a really good picture I get a lot of comments. Stuff like 'OMG this is making us hungry' or even 'Die Bhookad, die'." 

All of which, just encourages the average foodstagrammer to rush out and capture the perfect image of Chicken Pepper Fry or Burnt Cream with Black Truffles—and then wait gleefully for the hungry responses.