Fast food chains have been the harbinger of obesity in our country. Our country was already in no dearth of overweight people and yet it welcomed the notion of a revolution in the food industry; the scales of which are insurmountable. The petty roadside stalls selling paav-bhaji , paani-poori , tikki chaat etc ; which were the sole proprietors of a business that flourished in absence of financial auditors to review their veiled stacks of 5 and 10 INR notes, gave way to the Fast food chains making waves in the west namely McDonalds , KFC, and Pizza Hut among others.
These fast food chains are no novices in the art of inducing planned and perceived obsolescence among the masses. Their target demographic comprised of people in IT,sevice and sales-sector , in the wake of a financial boom. They needed food on the move and got it. It became an insignificant detail that they bartered their health for this ease of access.
If we take a moment and watch the adverts created by these fast food chains through time; from their initial scope they eyed mostly adults. But a new range of advertisements to rope in teens and pre-teens came on the scene. These advertisements were so perceptive of the mildly introverted sections of our society that they deemed that their products were a chunk off the popular culture and a collectivistic and surgical truncation of Redis/stalls [/i]from the main streets was achieved. They took to either small corners or beaches. Some were absorbed as salesmen and some packed up homebound with their dreams swept off by the capitalist gush. Such is the tale of how fast food chains flourished in the country of vadas,lassis[/i] and chicken biryani.
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