“Fast Food Business in India- a Study”

ABSTRACT

Fast food has grown remarkable all around the world. A million dollar industry does not
show any sign of decline but is emerging at a higher pace. As fast food sector is showing
a significant mark in Indian market, this very fact allured the author to undertake an
exploratory study on the fast food business prevailing in India which will help in
identifying the origin of this concept and why only burgers and French fries of
McDonald’s comes into the minds of people while talking about fast food and why not
any Indian fast food.

The study at its earlier stages will gain an insight on the evolution of fast food and how
traditional operations converted into the modern operations thereby understanding the
main features of fast food. The research has been done using the secondary data such as
published documents and various trade press, journals. The study proceeds further by
understanding the trends of fast food business in different parts of India thereby
comprehending where and how fast food chains have marked their presence and the
cuisines they are serving to the Indian consumers. A case study research method has also
been implied to discuss the performance of Indian fast food operators such as Nirula’s
and Haldiram’s. With the changing time, the new trends have come up which author has
also examined such as consumer demand, changes in the habits and lifestyle of Indian
diners, health issues, etc which showcase the entire scenario how people have adapted
this very concept of fast food and how McDonaldization has changed the society as a
whole .

The study has been looked upon from various facets and comments on the future
perspectives of fast food in India. There are many researches done on the international
fast food chains that have marked its presence in India but only few researches have been
done on Indian fast food which gave an opportunity to author to gain an insight into
Indian fast food chains operating in India.

Supreet Kaur 001076271