“Politically Correct” Strategy
In the beginning, McDonald’s was faced with two challenges of the Indian market:
(1) how to avoid hurting religious sensibilities of Indian consumers; and
(2) how to avoid political confrontation with Indian government and political activists. McDonald’s
managers were well aware of the fact that political activists can create trouble for foreign-based fast food chains.
As demonstrated in the case of politically organized agitation against KFC in Bangalore in January 1996. With two local managing directors (Bakshi and Jatia) playing critical roles, McDonald’s took a series of politically correct strategies to deal with the initial challenges of the Indian market.
Since India’s majority Hindus (80% of India’s population) revere cows as sacred and 150 million of Indian Muslims do not eat pork, beef and pork have been a “complete no-no” from the start. Instead, McDonald’s introduced a mutton-based “Maharaja Mac” in India, as opposed to its flagship beef-based Big Mac elsewhere.
Other items—such as the tantalizing McAloo Tikki Burger (breaded potato and pea pattie)—were added to the menu to lure India’s middle class. Approximately 75% of the menu available in McDonald’s in India is Indianized and specifically designed to woo Indian customers.
In the beginning, McDonald’s was faced with two challenges of the Indian market:
(1) how to avoid hurting religious sensibilities of Indian consumers; and
(2) how to avoid political confrontation with Indian government and political activists. McDonald’s
managers were well aware of the fact that political activists can create trouble for foreign-based fast food chains.
As demonstrated in the case of politically organized agitation against KFC in Bangalore in January 1996. With two local managing directors (Bakshi and Jatia) playing critical roles, McDonald’s took a series of politically correct strategies to deal with the initial challenges of the Indian market.
Since India’s majority Hindus (80% of India’s population) revere cows as sacred and 150 million of Indian Muslims do not eat pork, beef and pork have been a “complete no-no” from the start. Instead, McDonald’s introduced a mutton-based “Maharaja Mac” in India, as opposed to its flagship beef-based Big Mac elsewhere.
Other items—such as the tantalizing McAloo Tikki Burger (breaded potato and pea pattie)—were added to the menu to lure India’s middle class. Approximately 75% of the menu available in McDonald’s in India is Indianized and specifically designed to woo Indian customers.