Indigenously Indian

IIPM PUBLICATION

Be Indian, Buy Indian, Behave Indian – that’s the mantra most cross-continental QSRs are following on Indian soil. In 1996, Yum! Brands started Kentucky Fried Chicken (KFC) & Pizza Hut chains. But KFC soon had to shut shop for not paying heed to the Indian palate and Pizza Hut had to slash prices drastically to survive. It was here that McDonald’s scored full points with an ‘Indianised’ menu and the easy on the pocket pricing, though concerns of obesity & carcinogenic ingredients have cost it dear.

This glocal success mantra has also kept the kettle boiling for the Cafe Coffee Days & Baristas with a growth rate of 35% for coffee chains, despite the fact that a cup of their coffee costs more than a litre of petrol. Recently, when Italy- based Lavazza bought Barista by injecting $120 million, they chose to stick to the Indian off erings of the latter. Partho Dattagupta, CEO, Barista told B&E, “For success in restaurant business, you need to Indianise and have a wider product portfolio.” Agrees Samir Kuckreja, MD, Nirula’s Group, “The factor that has contributed tremendously to our success is that we offer the widest variety of food.”

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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