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

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  • 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
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    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.
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