Fast Food Culture
I) Emergence
The fast food culture emerged as early as the 19th century. During the Industrial Revolution, a large workforce was required to work for 10 to 12 hours a day. With so much work to be done, fast food was the idea of a quick and easy lunch.
In India, fast food culture emerged in the decades after independence, starting from the 1950’s. Eating at home used to be a significant aspect of Indian culture, so the change was gradual. Over a period of time, with a growth in the number of nuclear families, economic growth and increasing per capita income as well as globalization, fast food culture gained prominence. Women were shifting from their conventional roles of managing the household and taking care of the children. With growth in literacy, they started joining the workforce in large numbers. Fast food became a time-saving alternative to cooking for them.
Similarly, children resorted to fast food to fill their stomachs in school and college. Their exposure to global urban culture and Western cuisine accelerated their want for cheap and delicious fast food.
Moreover, fast food costs less than traditional long meals commencing with appetizer and concluding with dessert.
Nirula’s and Pizza Corner – India’s most popular domestic fast food chains – gained rapid popularity during this period. Though the fast food culture originated abroad, these domestic food chains could create a perfect blend of international food with Indian ingredients. Paneer pizzas and aloo tikki burgers were indeed able to satisfy Indian taste buds.
With the liberalization of the economy in 1992, new multinational fast food giants started dotting India with their outlets. Burger King, Wimpy’s, Pizza Hut, Domino’s Pizza, McDonald’s, and KFC outlets can be seen today in nearly every shopping mall and other public areas. In fact, these multinationals have given their domestic counterparts a run for their money. They are growing at a much faster pace than the Indian chains. I) Impact
The
The fast food culture emerged as early as the 19th century. During the Industrial Revolution, a large workforce was required to work for 10 to 12 hours a day. With so much work to be done, fast food was the idea of a quick and easy lunch.
In India, fast food culture emerged in the decades after independence, starting from the 1950’s. Eating at home used to be a significant aspect of Indian culture, so the change was gradual. Over a period of time, with a growth in the number of nuclear families, economic growth and increasing per capita income as well as globalization, fast food culture gained prominence. Women were shifting from their conventional roles of managing the household and taking care of the children. With growth in literacy, they started joining the workforce in large numbers. Fast food became a time-saving alternative to cooking for them.
Similarly, children resorted to fast food to fill their stomachs in school and college. Their exposure to global urban culture and Western cuisine accelerated their want for cheap and delicious fast food.
Moreover, fast food costs less than traditional long meals commencing with appetizer and concluding with dessert.
Nirula’s and Pizza Corner – India’s most popular domestic fast food chains – gained rapid popularity during this period. Though the fast food culture originated abroad, these domestic food chains could create a perfect blend of international food with Indian ingredients. Paneer pizzas and aloo tikki burgers were indeed able to satisfy Indian taste buds.
With the liberalization of the economy in 1992, new multinational fast food giants started dotting India with their outlets. Burger King, Wimpy’s, Pizza Hut, Domino’s Pizza, McDonald’s, and KFC outlets can be seen today in nearly every shopping mall and other public areas. In fact, these multinationals have given their domestic counterparts a run for their money. They are growing at a much faster pace than the Indian chains. I) Impact
The