It took more than 60 years for the independent India to realize that food can be big money, thanks largely to the international fast food giants who entered the country some time back. Even to day except for a small minority of restaurants, mostly Delhi- based, most restaurant chains do not think of providing their customers the much admired ambiance though their offerings are highly appreciated by their patrons. Similarly hygiene, sanitation, service quality and presentation are aspects mostly ignored, till the pan-India coffee chain, Cafe Coffee day showed the potential for modern food outlets in India. It is really exciting to see a traditional sweet-meat vendor like Bikanervala breaking into the big league through hiked up investments in creating state of the art catering facilities not only in India but also in some foreign countries. Here is a glimpse of what is "cooking" in the domestic fast food sector.
"Home-grown food chains are setting a scorching pace in terms of expansion plans, giving their MNC counterparts like McDonald's, Pizza Hut and KFC a tough challenge. Having learnt a marketing lesson or two from their MNC counterparts, several Indian food chains have adopted international standards and have spruced up their menus, hygiene levels and premises to evolve as spanking new brands. So, now when you walk into a mall, a Bikano outlet looks as inviting as a McDonald's. In fact, the catalyst for this revival was a McDonald's store. When the first one opened in Delhi, it prompted Bikanervala MD Shyam Sunder Aggarwal to think if right ambience and quality standards, marinated with desi food, could produce similar results. And, so began the journey of Bikanervala, which today has sweet shops-cum-restaurants all over India and even New Zealand, Dubai and London. It will soon be opening its doors in the US, living up to its tagline for overseas outlets, 'Pardes Me Des Ka Swad'. Here are some appetising numbers underlining the expansion story: Street Foods of India (SFI) is targeting a total of 120 outlets in the next five years; renowned chef Jiggs Kalra's Punjab Grill intends to have 30-35 dining restaurants in the same period. Pind Balluchi, with 25 restaurants at present, will open seven more in the next year".
The slogan "Pardes Me Des Ka Swad" must be replaced by a more appropriate one, keeping an eye on attracting not only Indian immigrants but also local population. If Mexico or China can establish a firm foot hold in many countries of the world out side their borders, why not India? The common impression that Indian foods are greasy, spicy, unhygienic, etc must be dispelled and high ambiance and a see-through kitchen that can instill confidence about safety of the foods offered, can go a long way in establishing the supremacy of Indian foods in the world arena. There are many reputed restaurant players in India and they must look beyond the border to popularize Indian foods giving it a universal aura. A restaurant chain like Rajdhani is a role model for others and there is considerable scope for further improvement and diversification of the menu to suit the palates of most customers across the world. The health and nutrition aspects of many Indian foods are the USP features which must be exploited to the hilt to gain acceptance and further promote them in a big way.
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