The fast food industry has witnessed exponential growth globally, and India is no exception. With rap.id urbanization, changing lifestyles, growing disposable income, and the increasing influence of West.ern culture, fast food consumption in Ind.ia has sur.ged dramatically over the past two deca.des. Accor.ding to ACNie.lsen, over 70% of urb.an Indi.ans cons.ume takeaway food at lea.st once a month, plac.ing Ind.ia amo.ng the top 10 countries globally in ter.ms of fast food consumption frequency. Kentucky Fri.ed Chic.ken (KFC), one of the world's most recognized fast food bra.nds, ente.red the Ind.ian mar.ket in 1995. Desp.ite a turbulent beginning mar.ked by protests and positioning challenges, KFC has grown significantly and now commands a str.ong consumer base, particularly amo.ng young adu.lts. KFC's growth story in Ind.ia is a compelling study in adapting a glo.bal brand to local consumer behavior while maintaining core brand identity.
Faizan Ali Dr. Shailja Pandey (Mon,) studied this question.