Food and Beverage Oct, 08 2012

Tantalising profits, the desi way

Indian market is witnessing a great rush of Indian fast food chains. A number of domestic players have already hit this segment and many other are looking to capture this lucrative market for best returns. Read on to explore how Indian fast food brands ar

By Rita G Chauhan
Sub-Editor
Tantalising profits, the desi way

In India, fast food culture is getting bigger and more popular day by day. As per a study by the McKinsey Global Institute, India's youth are ready to spend a lot of money on ex-home lifestyle activities like partying, fun and food. This change is not limited to the metros alone, but the tier II/III towns are also catching up. In fact, the future of Indian fast food industry lies in masses that live in tier-II and tier-III cities. 

Fast food, a major component of modern life trends is reaching almost at every corner of the nation. In period of economic slowdown, when mostly retail space-related transactions pulled down, many fast food chains continued making profits. This made them look for expansion. Moreover, the market growth for this segment is correlated with the growth of middle class, urbanisation, and lifestyle changes.

Consequently, with the development of this segment, many popular domestic food players have taken up franchising for best returns. In addition many new players are also emerging with their unique Indian menus. They are experimenting with their menus to tantalise the taste buds of customers, the ‘desi’ way. 

Factors responsible for growth

Rapidly growing progressive middle class, changing lifestyle, urbanisation and corporate working population are factors responsible for increased demand of fast food. Odd working hours of modern office culture is another factor for people preferring fast food. Moreover outlets can be opened easily everywhere - in schools, office buildings, malls, airports, even hospitals — which makes it as a default dining-out option for all. So, many Indian entrepreneurs are cracking the fast-food franchise model. They are offering a wide range of fast food items that incorporated with traditional Indian flavour. They are keen on experimenting with the tastes of consumers and mixing 'desi' menus differently.  
Almost all big Indian fast food brands have succeeded in making their presence in the Indian fast food segment. Apart from metros, all these ‘desi’ brands are reaching fast to rural India under well planned expansion plans. 

Appealing Indian fast food joints

Every fast food outlet has a unique plus a traditional style which attracts customers. Some are famous for serving mouth-watering Indian chat while some other makes delicious ‘desi’ burgers and sandwiches etc. The other many common features which help to attract customers are:

  • No compromise on taste
  • They are hygienic
  • No use of artificial colours and flavor
  • Baked and cooked fresh
  • Affordable budget for masses
  • Traditional way of serving  

Increasing franchising 

Of late, a number of fast food chains run by Indian entrepreneurs are mushrooming pan India. They all are offering a whole range of chats, vadapavs, lassi, burgers, ice creams, tandoori pizza, kebabs, panipuri, rolls, sizzlers and shakes with the highly individualistic Indian taste. Considering the increasing need and demand for Indian fast food joints, brand owners are increasingly opting for franchise route. Thus, offering a lucrative opportunity for aspiring entrepreneurs. Franchising is believed to be the most successful and apt route for expansion of any brand. 

The key players in fast food segment that have made a name for themselves via franchising are Chatkara Chat, Dosa Plaza, Jumbo King, and Go! Chatzz all having overseas branches as well.

Jumbo King: A branded chain of ‘vada paav’ is ruling the market through 38 outlets and has plans to expand across India. This expansion will be a mix of franchised and company owned outlets. It targets the suburban train traveler and has opened most of its outlets near railway stations. It appeals to the youth and working professionals also.

Dosa Plaza: It has gained popularity nationwide for its innovative approach and wide varieties of recipes in the category of south Indian cuisines. Its current position shows that it is a India's fastest growing food chain.

Go! Chaatzz: It is a brand owned by ‘Yes India Hospitality Services Pvt. Ltd’. It has been accepted very well by the customers due to its unique concept. It offers delicious varieties of Indian fast food which are made up of quality products.

Other local food chains that have made a name for themselves are Masala Country, Kathi Zone and many more.

Conclusion

In India, there are 10 million street vendors, of which six million are already selling ‘ready to eat food’. Moreover each and every town of India has its own unique delicacy, which has a global demand. Organised domestic players with their innovative and hygienic food can easily capture the Indian fast food market by offering franchise route. Therefore, aspirants of food business biz can surely make a beeline for Indian fast food brands.

Related: A tasteful business

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