Here's Why Indian Homegrown QSRs Leading Reformation in Indian QSR Market
Here's Why Indian Homegrown QSRs Leading Reformation in Indian QSR Market

As India is growing to be one of the largest GDPs of the world, it is moving closer towards being more diverse and becoming cosmopolitan. India is now evolving as a key market for global chains that are betting on the market as the country’s millennials are increasingly embracing western preferences.

Three major factors play a key role in the success of QSRs – Product, People and Customer. It is important that these three factors must evolve with time and also be in sync with each other. Regardless of whether they are selling a local product or a global product, Indian QSRs are banking on these factors to scale up even marginally

Brand connect is important

Consumer preferences have changed greatly off late with their preferences turning increasingly brand centric influencing their choice of food brands. Love for local QSRs by the consumers has changed the market dynamics. Owing to the consumer demands, local QSRs are mushrooming in various metro cities which have turned out to be an important trend of present times. This has given a golden opportunity for QSR brands to scale up and grow to become a global brand.

It has not been more than a decade since the American chains entered the Indian market flagging the western cuisine. Foods from western cuisine such as pizza, burgers etc… have no more remained as foreign food. In fact they have been heavily ingrained in the food preferences of the millennials.

Driven by cultural diversity

Food that has always been a parameter of globalization, is also a metric for adoption of cultural diversity. India is a country with regional diversities found in every state across the length and breadth of the country. In such a case, designing a product that can sell all over a country is a challenge as the preferences of consumers tend to change across different regions.  In fact the idea of standardized menus by American QSRs had created a huge gap in the market as it did not meet the regional preferences of consumers which are unique across various regions of the country.

Standardization is the key

Unlike other markets, success for QSR brands does not lie in just the pricing and attractive branding but lies in the way QSRs succeed to please the palates of Indian consumers. American QSRs brought QSR business to India but their idea of standardization of menu does not suit the Indian market. Adding to it is the increasing preferences for Indian touch in every food Indian consumers eat. Today Indian QSRs with a menu filled with food with desi touch are finding success in the Indian market.

Technology is driving innovation

As India grew to become a global leader in the IT industry and is leading the adoption of technology. This has been another key factor that created a conducive environment for the emergence and growth of homegrown QSR chains across various demographics in India. Despite these positive factors in the market, multiple limitations and hierarchy of priority have made it a challenge for American chains to adapt to Indian pallets.

Seasoning and R&D being two among the major factors, Indian QSRs are now able to easily stand at par with global QSRs adopting global standards. India now being a prime focus for global companies from seasoning and food R&D spaces, they are betting high on the Indian market. They are now increasing their regional presence to offer easy access to Indian QSRs to adapt to global standards.

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