Super-localize me: how McDonald's evolved its marketing in India

Preeti Chaturvedi

McDonald's launched in India in 1996, and has gradually expanded its presence across the country since then.

Super-localize me: how McDonald's evolved its marketing in India

Preeti Chaturvedi

When McDonald's India launched in 1996, urban Indians in Mumbai and Delhi typically ate out three to fives times a month, according to AT Kearney, the management consultancy.

In the 12 years since then, that average frequency has doubled and analysts forecast that by 2011 the Indian quick service restaurant market will be worth 30,000 crore (about $6.3bn at October 2008 exchange rates).

But from their earliest investments in India, multinational company (MNC) owners of restaurant chains have struggled to adapt to the needs of India's many markets....

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