What is it about the Indian market that impels even the biggest food chains to adjust to local needs?
India is no stranger to a fusion of flavours in its food.
"In the 1980s, Nestle came out with a ketchup variant under their Maggi brand that was 'hot & spicy' and it became an instant hit," Mr Singhal says. "Likewise, with Maggi noodles came out with a wide range of flavouring sachets to appeal to a wider but highly heterogeneous group of Indian consumers."
But new-fangled customisations can be tedious in a country where there's a local substitute for everything and cuisines are part of a larger culture. Not to forget the iconic momo, or steamed dumpling, which has fast become the culinary lodestar of the local fast-food scene.Bollywood celebrities swear by the health benefits of bhel poori instead, a crispy rice snack
"In Gujarat, people are used to mixing savoury with sweet in their food and so these combinations are quite common and popular there. But it'd be a hard sell in a city like Delhi," he says.When Pooja Dhingra opened her iconic French patisserie, Le15, in south Mumbai, her plan was simple: she wanted to use French techniques and Indian flavours.
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