Race for everything American

It has become predictable. The long queues in the sun, catfights and the usual drama, for what, a Starbucks Cappuccino, a Dunkin Donut or a Taco Bell? With Indians gaining more spending power despite the dismal economy, people are willing to splurge on any and everything International.

The modern, young Indian consumer today is willing to experiment and expand his palate, going beyond the traditional Indian food. In the past one-year, famous American fast-food brands like Krispy Kreme, Burger King, Taco Bell and Dunkin Donuts have set up shop and working on expanding their outlets in India.  And why won’t they? The humble wada pav is giving way to expensive burgers; a Cappuccino and Frappuccino replacing filter coffee and cutting chai; the young India is addicted and obsessed with ‘all food American.’

These famous fast food chains too don’t mind customizing their menu to suit the Indian palate and looking at the long queues at the launch of any new American food chain, they are heading in the right direction. While it is good to know, our palates are going ‘global’, it is essential that we don’t lose our Indian-ness in this race.