Chefajaykumar

Goan cuisine features in his content, signalled by the #goan hashtag he uses regularly on his videos. Goan cooking is distinctive for its Portuguese-influenced spices, vinegar marinades, and coastal character, and his channel covers it alongside more mainstream British-Indian dishes, giving viewers a broader regional Indian repertoire to draw from.

He presents himself under the title Chef Ajay Kumar rather than positioning the channel as a home-cook perspective, and his use of the #michelin hashtag points to professional culinary framing beyond basic home cooking. Whatever the background, the entire channel is built to translate that level of knowledge into the simplest possible step-by-step instructions for everyday home cooks.

His channel focuses on the dishes that UK curry house menus are built around — Chicken Karahi, Chicken Kali Mirch, Onion Bhaji, Daal, and similar classics. The core promise of the channel is helping viewers recreate familiar restaurant and takeaway flavours at home without complicated techniques or hard-to-find ingredients.

Paneer dishes are a core part of his content, with recipes like Paneer Yakhni and Paneer Do Piaza featured prominently on the channel. His content spans plant-based Indian cooking more broadly, making it a useful resource for vegetarians who want flavour-rich Indian meals without defaulting to the same handful of dishes.

Chicken Kali Mirch is a North Indian dish built around black pepper and yoghurt rather than the tomato-heavy base typical in British curry houses — it is lighter, more fragrant, and far less common on mainstream menus. Chefajaykumar has covered it on his channel in his characteristic step-by-step format, making it approachable for home cooks trying the dish for the first time.

Onion bhaji is one of his recurring topics — both #onionbhaji and #onionpakoda appear among his most-used hashtags, signalling he has gone deep on this dish. His approach zeroes in on batter consistency and frying technique, the two things that most often go wrong when people try to make crispy bhajis at home.

Paneer Yakhni is a Kashmiri dish where paneer is simmered in a delicately spiced yoghurt-based broth rather than a rich tomato or cream sauce, giving it a lighter, more aromatic character than most British-Indian paneer dishes. Chefajaykumar has a dedicated recipe for it on his YouTube channel, making it one of the more unusual regional Indian dishes he covers in his easy step-by-step style.

The #pigeon hashtag appears in his content, suggesting he has at least one recipe featuring pigeon — a meat with a long tradition in South Asian and Goan cooking that rarely appears on mainstream food channels. This sets his channel apart from creators who stay exclusively within chicken and lamb territory.

Chefajaykumar is based in the United Kingdom, and the channel is specifically shaped around British-Indian cuisine — the style of Indian cooking developed over decades in UK restaurants and takeaways. That UK-facing focus is baked into the channel's core premise of helping viewers recreate their favourite curry house dishes at home.

Despite being UK-based, the largest share of his viewership actually comes from the United States, which accounts for over half his audience, with the UK coming second and Canada also represented. His English-language teaching style and focus on universally loved Indian dishes like Chicken Karahi and Daal clearly resonates with South Asian diaspora communities well beyond Britain.