IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v6y2022i12p787-793.html
   My bibliography  Save this article

Homogenising the Heterogenous Gastronomy: A Case of McDonald’s in India

Author

Listed:
  • Dr Vishal Chauhan

    (Department of History, PGDAV College, University of Delhi, India)

  • Dr Perveen

    (Department of Commerce, PGDAV College, University of Delhi, India)

Abstract

McDonald’s success in the global market is phenomenal, and India is no exception. The golden arches stretch across the globe despite invariably different gastronomical preferences. We are intrigued by the success of McDonald’s around the world, especially in India, which has a large vegetarian population. McDonald’s, famous for its meat products, is swiftly adopting the Indian-vegetarian ethos and has been successful in India too. This paper explores the ‘politics of taste’ by studying the cultural designs of McDonald’s and asks two pertinent questions: Does McDonald’s ‘homogenies’ the global gastronomies or adapting to a heterogenous global platter? How are commoners responding to the fast-food giant in India? The paper uses Arjun Appadurai’s and MD Certeau’s insights along with semi-structured-open-ended questionnaire, and non-participatory observation to study the cultural design of McDonald’s in India. Department of History, PGDAV College, University of Delhi.

Suggested Citation

  • Dr Vishal Chauhan & Dr Perveen, 2022. "Homogenising the Heterogenous Gastronomy: A Case of McDonald’s in India," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(12), pages 787-793, December.
    • Handle: RePEc:bcp:journl:v:6:y:2022:i:12:p:787-793
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-6-issue-12/787-793.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/virtual-library/papers/homogenising-the-heterogenous-gastronomy-a-case-of-mcdonalds-in-india/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. R.K. Srivastava & Paul Manimoy & Sandeep Bhanot, 2021. "Will perception of customers of McDonald's fast food restaurant be different in India and USA? - A comparative study between the two countries' culture," International Journal of Export Marketing, Inderscience Enterprises Ltd, vol. 4(2), pages 150-177.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.

      More about this item

      Statistics

      Access and download statistics

      Corrections

      All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:6:y:2022:i:12:p:787-793. See general information about how to correct material in RePEc.

      If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

      If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

      If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

      For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

      Please note that corrections may take a couple of weeks to filter through the various RePEc services.

      IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.