CRACKING THE CODE WHAT MAKES GLOBAL BRANDS A SUCCESS IN INDIA

India's restaurant industry is in the midst of a seismic transformation, currently valued at USD 66 billion and projected to cross USD 120 billion by 2030.

- BY NUSRA

This rapid expansion is being fuelled by visionary leaders who are reshaping global food brands to thrive in one of the world's most diverse and complex markets.

With over 1.4 billion consumers, a rising middle class, and a youth demographic that dines out or orders in at least 4-6 times a month, the appetite for diverse culinary experiences is unprecedented.

In India, opportunity comes with nuance-success often hinges on localisation that resonates with regional tastes, scaling at speed, or finding the right strategic partner. For global brands eyeing this vibrant market, the formula is clear: adapt, align, and accelerate.

And, not just that, success demands more than a big name-it requires localisation that taps into regional tastes, scaling at speed, and often, the right strategic partner to navigate India's unique blend of opportunity and complexity.

Menu, Variety, Localisation, Customisation: Micro-Inventories as Strategy

In the Indian market, there's a fundamental difference between being a brand in India and being a brand for India. Global restaurant chains often operate across multiple countries, each with diverse formats and menus. But simply replicating what works abroad rarely guarantees success here. The challenge lies in holding on to the core brand DNA—the essence of what makes the brand unique-while adapting meaningfully to local tastes, habits, and expectations.

“Take menu design, for instance. Indian diners favour variety on the table over the large portion sizes preferred in markets like the US. That means rethinking not just recipes and pricing, but also portioning, ingredient choices, and even asset design. From seating layouts to the style of service, every element must resonate locally while staying true to the global identity," shares Ajay Singhal, Former CEO, Gourmet Investments Pvt Ltd. He also mentions that success demands agility: protect the core, but customise the experience.