The Fast Food Industry In India:

Complexity Behind Convenience

 Summary:-
 The case is all about the fast growing food industry in India
with Indians spending 53% of their total expenditure on food.
 Over the years fast food giants like McDonald’s, KFC, pizza
huts & many more have been able to construct a huge
customer base in metropolitan cities.
 Indian fast food industry is mainly divided into two main
segments: Regional fast food & the MNC fast food.
 The case speaks about the complexity faced by the industry
though there is an convenience in the Indian market.
 Consumers today are demanding health as well as
convenience.
 The case also throws light on the shift in trend towards the
“traditional food” or “slow food” they call it.
Problem Identification:
 The main problem what we have identified in this case
is alteration to be made in strategies of the main
players in the industry due to cut throat competition.
 Health problems concerning the people who prefers
fast food.
SWOT ANALYSIS:
 STRENGTHS:
 Growing population in the country.
 Change in lifestyle and food habits of the people.
 Majority of the population between age group 25-45
spend 60% of their time outside home and prefer
restaurants and cuisines as their favorite outing spot.
 India is one among the top 10 markets for weekly fast
food consumption.
Weakness:
 Unable to understand the taste and preferences of
people.
 Adjusting to the local culture.
Opportunities:
 Increasing working population who prefer fast foods in
their daily routine than eating at home.
 Still a lot of untapped potential and the huge demand.
Threats:
 Too many players in the market resulting in stiff
competition.
 Increasing rates of obesity.
 Consumer demanding more healthier food i.e.., food
products which has natural ingredients or additive
free.
 Changes in trend towards traditional or slow food
from fast food.
FINDINGS:
 There is an ample scope for growth and survival in fast
food industry in India.
 Increasing health problems in the people which needs
to be taken care.
 Health and convenience will remain the buzzwords for
the future.
 Local needs and global brand images do not
necessarily function on the mutually exclusive terms.
SUGGESTIONS:
 Healthy diet must be the fundamental to effective
obesity management.
 Fast food companies should concentrate more on
organic food which are additive free or made of natural
ingredients.
 Shift in trend towards slow food must be watched out.
Questions?
1. “Eating out no longer seeks an occasion in India”.
Explain the key strategies followed by the fast food
companies in order to promote fast food culture in
India.
2. The fast food companies in India can no longer rely on
convenience as USP, unless the implications of the
same on consumer’s health are given equal importance.
Explain.
3. Explain “ Complexity behind convenience” in the
Indian fast food industry.
4. The fast food industry and rising obesity have traced a
market for organic food and a trend towards
vegetarianism, more seen in the western countries.
Explain.