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Marketing 2018-01-11

How Eating Habit is Revamping a Changing Country

One of the real game changer was the entry of the American food chains in the Indian market in early 90s.

By Shahram WarsiJr. Writer

Globalisation has led to some pretty big changes in India. But perhaps the most critical is the change to the Indian diet. Millennial makes approx 65% of the total population of India right now. They are the people who are constantly exposed to global trends, lifestyles and are well reading. Over the past few years, India witnessed a thunder of cafes, pubs, dine-in restaurants, clubs, lounges and international fast food joints inviting more people to invest in the business.

Indian food service industry is suppose to reach INR 408,040crores by 2018, says NRAI food service report seeing the great opportunity that the market holds. Millennial food habits are different from their parents and siblings born before them. They eat out more often. Ultimately their interest shifts from the home food to the foods available outside. The tribe of non vegetarians has increased and families are now purchasing food that was once home cooked giving way to lots of new startups and concepts a green signal.

Possible Reason Behind This Change

Over the past decade, India has grown rapidly becoming more urbanized and mechanised. As the per capita income of the Indians has increased, there are more working people in house now. Both male and female members of family is now involved in nine to six jobs where they hardly get time to cook for themselves. With busy schedule and work life, eating out has been the easiest way to reach out to hunger. Sometimes people also prefer dining out just to flaunt their social quotient but this happens in some cases. 

Also, one of the real game changer was the entry of the American food chains such as McDonald’s, KFC, Domino’s, Pizza Hut etc. in the Indian market when Indians where just learning about eating out. “The reason of a successful partnership I believe is, keeping our customers’ requirements always our priority,” shares Amit Jatia, who was one of the early pioneers to introduce the concept of QSR in India. From being a complete alien concept to now being a go-to option suiting every occasion, the group has come a long way. On the other hand, restaurants serving low fat, carbs, no Trans fat, who are transparent about their ingredients, sugar free, low salt will eventually come under the good book for the customers. The more people dine out, the more revenue they generate. They end up offering great offers and taste so that the customers continue their patronage. “I feel you should always remain true to what your brand stands for but should be nimble footed enough to tweak your offerings to meet the consumer needs,” shares Amit Burman, of has started the sweetened juice business in India.

Also, people are becoming much more adaptable to the new innovations, fast evoluion and global trends.

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