Glocal(Pardesi to Desi)

PARDESI to “DESI” Glocalization
“Think Global ….
Act Local. ……”
Abhishek Tammina
Global Food Chains
• As you grow big and spread across geographies,
you need to be very specific about your targets
and product/service offering.
• Every country, state, city, religion, person are
different in various aspects and this demands
every brand to have a strong local understanding.
• A Brand should not lose its core values,
proposition but customize itself to the local
India – The potential market for global brands
• 0-14 years: 28.9%
15-24 years: 18.2%
25-54 years: 40.4%
• 2007, UN FAO statistics
indicated that Indians had
the lowest rate of meat
consumption in the world
• 42% of Indians are
• Indians are highly price
sensitive and are attracted
towards offers
• Majority of the population
prefers Spicy foods
Some Successful Adaptions by brands
McDonald’s success is the quality standards they have been able to maintain all
over the world. They have consistently developed new menu items thereby always
attracting new sets of customer and giving enough reasons to old customer to be
There Menu has been always appealing to the local. The Indian Menu highlights
the McPaneer, Mc Maharaj, Mc Spicy Chicken, Mc Spicy Paneer
To ease lines inside and outside stores, many locations are adding second drivethrough windows to speed up service.
KFC had completely offered went out of its core and banked on the interest of
Indians for whom Rice is the most common food.
Rice Bowls a desi product with low price offering and great marketing attracted lot
of new adapters towards KFC and this helps KFC to penetrate into the untapped
Rice Bowls , Paneer Zing and a lot of Desi Products to attract the Desi Crowd
Pizza Hut with its new product innovation Birizza ( Biriyani Rice with Pizza) to
also follow the same stratergy of KFC n McDonalds
• Common Global Standards
– Quality and Service
– Fast Delivery
– Ambience
Local Demands
• Local Food Varieties
• Low Price & Offers
• Diversified Product Menu
Lot more …
Star Bucks the worlds best coffee Brand expanding into the Emerging Markets
and see their offerings
Chicken Tikka Panini, Elaichi Mawa Croissant, and Tamarind Peanut Chicken
The trademark Chai Tea Latte is in the menu

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