INTRODUCTION

Fast food is one of the world's fastest growing food types. It now accounts for roughly half of all restaurant revenues in the developed countries and continues to expand there and in many other industrial countries in the coming years.

THE GLOBAL SPREAD OF FOOD UNIFORMITY

From onion rings to double cheeseburgers, fast food is one of the world's fastest growing food types. People buy fast food because it's cheap, quick, and heavily promoted.

PASSAGE TO INDIAN MARKET

India is a country of striking contrasts and enormous ethnic, lingusitic, and cultural diverstiy. India is the worlds second most populous country with an estimated 1 billion people. Its economy is a mixture of traditional village farming, modern agriculture, handcrafts, industry, and multitude of support services.

FOOD SERVICE SECTOR

The food service sector in India consists of approximately 22,000 registered restaurants with sales of over $15,000 per month. In addition, there are more than 100,000 roadside restaurants (dhabas) in small stalls in cities and on highways, and 1,700 registered restaurants in hotels. The institutional sector consists of hospitals, prisons, defense establishments, schools, company canteens, railways, and airlines.

INDIAN FAST FOOD

The fast food industry in India has evolved with the changing lifestyles of the young Indian population. The sheer variety of gastronomic preferences across the regions, hereditary or acquired, has brought about different modules across the country. It may take some time for the local enterprise to mature to the level of international players in the field.

Popular formats of fast food business in Rural India

Wide opening on the road side Easy to maintain and durable dcor A cash counter where food coupons are sold A food delivery counter which invariably is granite topped Additional counters for Ice Creams, Chaats, Beverages etc. A well fitted kitchen located so as to be visible to the customers Tall tables, usually of stainless steel, where one can eat while standing A drinking water fountain adorned with a water filter Rust-proof and non-breakable crockery

FAST FOOD GROWS IN RURAL INDIA

Fast food and eating out has dramatically grown in Rural India. The advent of the technological economy and the adoption of modern life in India is fast contributing to this growth. Fast food is one of the worlds fastest growing food types. India is seeing rapid growth in the fast food and restaurant industries.

FAST FOOD IN RURAL MARKET A STUDY OF MOTIVES & CHANGING CONSUMPTION With the increase in purchasing power and demand for a wide variety of products by the rural consumers, the rural markets offer new and greater opportunities to manufacturers of several FMCG products in India. To tap the vast and expanding market, companies are developing effective marketing and strategies based on their study and understanding of rural consumer behaviour.

FOREIGN FAST FOOD CHAINS AFFIRM THEIR FOOTPRINT IN INDIA Burgers, hot dogs, sandwiches, chicken nuggets, fries, and drinks have become the essential part of our lifestyle in India and these have gained immense popularity among the youth. The advent of foreign brands to the Indian market has redefined the Indian fast food industry and many international fast food chains like McDonald's, KFC, Pizza Hut, Domino's Pizza, Burger King, and Barista have outlets in every nook and corner of Indian cities and villages .

INDIAN FAST FOOD MARKET SHOWCASING HIGH GROWTH POTENTIAL

According to RNCOS Industry Research Solutions's new report, Indian Fast Food Market Analysis, India has seen a massive rise in the consumption of fast food over the recent few years. In fact, the country has emerged as one of the fastest growing fast food markets in the world. Improving living standard, rapid urbanisation and westernisation of Indian culture are some of the major factors responsible for robust growth. Several other factors like growing wealth and appetite for western food from customers throughout the country will boost the industrys growth to reach around 34 per cent during 20112014.

FAST FOOD CHAINS TAKE INDIA'S HEALTH LIGHTLY

Fast food chains cannot have different standards for India. They'll have to give us the nutrition information that we have the right to know. That's a better option than getting the government to let loose health inspectors upon them.

CHANGING PATTERNS IN RURAL DEMAND - REASONS

New Employment Opportunities Green Revolution Various Government Policies Better credit facilities through banks Green Card / Credit Card for farmers Improved exports due to Export Policy Marketing Efforts Media

THE PROBLEM AREAS IN RURAL MARKETING

Underdeveloped People and Underdeveloped Markets Vastness and uneven spread Lack of Proper Physical Communication Facilities Low Growth Rate Many languages and dialects Low levels of literacy Different way of thinking

Conclusion
Rural India is a marketers dream given its tremendous potential and increasing money power. The formula of success for companies entails a complete shift in marketing and advertising strategies. "To be successful in the rural market, remember- there is no unity in diversity, but act local while thinking global."

REFERENCES
http://indiatoday.intoday.in/story/fast-food-chainstake-health-of-india- lightly/1/152590.html www.rediff.com Business www.franchisebusiness.in/t/Fast-FoodFranchises explore.oneindia.in/industry/foodandbeverage/fa stfoodindustry/ www.scribd.com Research Business & Economics www.indianfoodindustry.net/ www.foodindustryindia.com:9080/newfood/detail news.jsp?id=562

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