The Quest For Magic

IIPM PUBLICATION

Variety, they say, is the spice of life. And ever since a plethora of QSRs from across the world have set up shop, the Indian palate is no longer constrained to the realms of ethnic, home cooked cuisine. With a slew of customized product & pricing strategies & an armoury of aggressive expansion plans, all they want to communicate to the nation is – Bon Appétit!

It’s an evening in the indomitable Gaulish village and the brave Gaul Asterix is keenly waiting for a sip of the potion with his best pal Obelix for company. The druid Getafix is busy blending different herbs to inject that special magic into the concoction, which gives the Gauls superhuman powers and helps them surmount every challenge that confronts them. This magic potion in Rene Goscinny & Albert Uderzo’s comics never fails.

Cut to the 21st century India, where there is a 300 –millionplus middle class. And the growing breed of druids (read Quick Service Restaurants) in the country are also groping for the magical formula, the right combination of ingredients, which will enable them to conquer the market. For them, satiating the Indian palate is no less exciting than an Asterix-style adventure, which they would hope also ends the same way (with ceremonial feasting & celebrations), as every Asterix adventure does.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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