Global fast food major McDonald's says it survived and expanded in India by developing innovative menus to cater to the Indian taste bud, something it has not done anywhere else in the world.
As it completes 10 years of serving burgers, wraps and French fries in India, initially against opposition from nationalists, the firm has major growth plans, to double its turnover every three years in the next decade. Two joint ventures, Connaught Plaza Restaurants Pvt Ltd, which is responsible for northern India, and Hard Castle Restaurant Pvt Ltd, which oversees the western region, manage the company in India.
Both partners have so far invested around Rs.9 billion ($193.23 million).The decade's experience in India has witnessed an international food company developing menus that Indians would relish. Initially mcdonalds here just like any other part of the world. It's after a year of business it realised that it has to change if it has to survive.
Seventy percent of its products have been developed to suit the Indian taste, something that happened for the first time in the company's 51-year history. In India it has been extra careful not to offer beef or pork items keeping in view the country's cultural sensitivity.
The biggest challenge the American franchise faced in India was how to reach the large vegetarian population of India for which it had to reengineer its products and yet maintain international brand value. So in 1999 it came up with 'McAloo Tikki Burger' - a burger unheard of anywhere else.
Today the McAloo Tikki Burger is the single highest selling product and is one of the first products to be exported to the Middle East due to high demand, The McAloo Tikki has indeed won over numerous Indians. McDonald's now exports the Veg Burger and Pizza Mcpuff to the Middle East as well.
In India the company's sales have grown at the rate of 40 percent. It has entered into three alliances with the Bharat Petroleum Corp Ltd (BPCL) to open outlets in its fuel stations. In India it constantly strive to do something new to maintain brand sustainability. McDonald's has plans to open 20-22 new outlets, including one in Kolkata, which will be its first outlet in the eastern region.
They are expected to invest around Rs.4 billion ($85.88 million). It hopes to double its turnover every three years for at least a decade. As part of its innovative marketing strategies, the company celebrated 2002-03 as the 'Year of Taste' in which the fast food chain brought out an entire range of unique items like Paneer Salsa Wrap, Chicken Mexican Wrap and McCurry Pan to cater to the Indian palette. For its young customers it brought out Happy Meals, which is a huge success.
As it completes 10 years of serving burgers, wraps and French fries in India, initially against opposition from nationalists, the firm has major growth plans, to double its turnover every three years in the next decade. Two joint ventures, Connaught Plaza Restaurants Pvt Ltd, which is responsible for northern India, and Hard Castle Restaurant Pvt Ltd, which oversees the western region, manage the company in India.
Both partners have so far invested around Rs.9 billion ($193.23 million).The decade's experience in India has witnessed an international food company developing menus that Indians would relish. Initially mcdonalds here just like any other part of the world. It's after a year of business it realised that it has to change if it has to survive.
Seventy percent of its products have been developed to suit the Indian taste, something that happened for the first time in the company's 51-year history. In India it has been extra careful not to offer beef or pork items keeping in view the country's cultural sensitivity.
The biggest challenge the American franchise faced in India was how to reach the large vegetarian population of India for which it had to reengineer its products and yet maintain international brand value. So in 1999 it came up with 'McAloo Tikki Burger' - a burger unheard of anywhere else.
Today the McAloo Tikki Burger is the single highest selling product and is one of the first products to be exported to the Middle East due to high demand, The McAloo Tikki has indeed won over numerous Indians. McDonald's now exports the Veg Burger and Pizza Mcpuff to the Middle East as well.
In India the company's sales have grown at the rate of 40 percent. It has entered into three alliances with the Bharat Petroleum Corp Ltd (BPCL) to open outlets in its fuel stations. In India it constantly strive to do something new to maintain brand sustainability. McDonald's has plans to open 20-22 new outlets, including one in Kolkata, which will be its first outlet in the eastern region.
They are expected to invest around Rs.4 billion ($85.88 million). It hopes to double its turnover every three years for at least a decade. As part of its innovative marketing strategies, the company celebrated 2002-03 as the 'Year of Taste' in which the fast food chain brought out an entire range of unique items like Paneer Salsa Wrap, Chicken Mexican Wrap and McCurry Pan to cater to the Indian palette. For its young customers it brought out Happy Meals, which is a huge success.