2.
Transforming A Nation
With The Lowest Meat Consumption In The World
According to a report by Rachel Tepper in Huffington Post, Indian meat consumption is lowest in the world, at only seven pounds per person a year.
Tiny European nation Luxembourg tips the scales at 136.5 kg of meat per person a year, or roughly 300 pounds, and occupies the first place in meat consumption. Burger-loving U.S. comes second.
The information, gathered by the U.N. Food And Agriculture Organization (FAO) and analyzed by The Economist, indicates that consumption of meat has been on the rise worldwide over the last 50 years. 177 countries were included in the study.
Tastes have changed, too:
Cow (beef and veal) was top of the menu in the early 1960s, accounting for 40% of meat consumption, but by 2007 its share had fallen to 23%. Pig is now the animal of choice, with around 99m tonnes consumed.
Although Western countries still eat the most meat per person, The Economist notes that it’s middle-income countries like China that drive worldwide demand for it.
In addition to being linked to health problems, meat consumption has environmental experts crying foul. In 2008, Time reported that FAO data indicates that 18 percent of the Earth’s greenhouse gas emissions were linked to worldwide livestock farming. In contrast, emissions from cars, trains, planes and boats worldwide combined accounted for only 13 percent.
As the world wakes up to the dangers of meat eating and a wave of vegetarianism sweeps through the world, Indian government realizes it’s time to promote meat consumption and export. They are going out of their way to get the vegetarian population hooked on to taste of meat.
Policy makers have no regard for India’s native food culture, which is one of the richest in the world. They are rolling-out red carpet welcome to western fast food chains.
Of the 7 billion people on the planet, nearly 1.2 billion of them are Indians and if this segment of humanity starts eating meat on American scale, its environmental, economic and moral implications will be catastrophic.
Tiny European nation Luxembourg tips the scales at 136.5 kg of meat per person a year, or roughly 300 pounds, and occupies the first place in meat consumption. Burger-loving U.S. comes second.
The information, gathered by the U.N. Food And Agriculture Organization (FAO) and analyzed by The Economist, indicates that consumption of meat has been on the rise worldwide over the last 50 years. 177 countries were included in the study.
Tastes have changed, too:
Cow (beef and veal) was top of the menu in the early 1960s, accounting for 40% of meat consumption, but by 2007 its share had fallen to 23%. Pig is now the animal of choice, with around 99m tonnes consumed.
Although Western countries still eat the most meat per person, The Economist notes that it’s middle-income countries like China that drive worldwide demand for it.
In addition to being linked to health problems, meat consumption has environmental experts crying foul. In 2008, Time reported that FAO data indicates that 18 percent of the Earth’s greenhouse gas emissions were linked to worldwide livestock farming. In contrast, emissions from cars, trains, planes and boats worldwide combined accounted for only 13 percent.
As the world wakes up to the dangers of meat eating and a wave of vegetarianism sweeps through the world, Indian government realizes it’s time to promote meat consumption and export. They are going out of their way to get the vegetarian population hooked on to taste of meat.
Policy makers have no regard for India’s native food culture, which is one of the richest in the world. They are rolling-out red carpet welcome to western fast food chains.
Of the 7 billion people on the planet, nearly 1.2 billion of them are Indians and if this segment of humanity starts eating meat on American scale, its environmental, economic and moral implications will be catastrophic.
The Race To Make A Meal Of India’s Fast-Food Market
When Domino’s Pizza Inc. came to India in 1996 – in the first wave of international fast-food brands to enter the country – the company had to start with some basic education of its market.
They had to teach, ‘This is a pizza and it’s made from ingredients you are familiar with, but the shape is different.’ Indians embraced it, enthusiastically enough that Domino’s now has 513 outlets across 112 cities in India, with a restaurant and delivery business. But a couple of years ago, Domino’s concluded it needed to start a second round of vigorous education: Convincing a new group of Indians that they belong in restaurants.
Domino’s, working through its master franchisee Jubilant FoodWorks Ltd., put its product developers to work designing a pizza they could sell for under a dollar. The big savings came in cheese, when the company replaced mozzarella with what it calls “liquid cheese sauce.” In 2008, Domino’s India launched its first Pizzamania, priced at 35 rupees (about 65 cents).
They had to teach, ‘This is a pizza and it’s made from ingredients you are familiar with, but the shape is different.’ Indians embraced it, enthusiastically enough that Domino’s now has 513 outlets across 112 cities in India, with a restaurant and delivery business. But a couple of years ago, Domino’s concluded it needed to start a second round of vigorous education: Convincing a new group of Indians that they belong in restaurants.
Domino’s, working through its master franchisee Jubilant FoodWorks Ltd., put its product developers to work designing a pizza they could sell for under a dollar. The big savings came in cheese, when the company replaced mozzarella with what it calls “liquid cheese sauce.” In 2008, Domino’s India launched its first Pizzamania, priced at 35 rupees (about 65 cents).
The whole process of westernizing, India or materializing India began about two hundred years ago. The Westerners introduced their so-called civilization, with its coffee, tea and meat eating. They built factories and developed large cities that had never been developed before. The entire Indian economy had been based on the villages, but under British rule and then recently more and more, everything moved towards the city. What happened is that the Vedic culture broke down. When it was present, the necessities of life were plentiful; there was no difficulty. But by and by it broke down.
~ Srila Prabhupada (A Cheating Civilization)
It opened doors for a lot of Indians who had never tried Domino’s or ordered us at home,” Mr. Rajpal, CEO says. “We see a lot of new people who had never tried pizza coming to us – and over time graduating to other products. … It’s democratic consumption now.”
This strategy is also being aggressively pursued by the other big players in the $12.5-billion Indian fast-food industry. While organized retail has only 5 per cent of the fast-food market, it is growing with explosive speed, about 36 per cent last year, dominated by a handful of international brands.
McDonald’s Corp. is the clear leader, according to a market analysis by Euromonitor released in October, with 2 per cent of the quick-service market. Pizza Hut Inc. and KFC Corp. – which, like McDonald’s and Domino’s, entered India in 1996 – each have close to 250 outlets. Subway, which arrived in 2002, is playing a fast game of catch-up with 320 stores in 60 cities and plans to top 400 sites next year; Baskin-Robbins has locked up the dessert market, with 425 stores in 95 cities, including many far from the country’s major urban hubs.
All of these firms have relied on the international cachet of their brands to get people in the store.
And all are now using a “sub-dollar pricing” strategy to try to convince a new segment of consumers that regular visits to a fast-food outlet are feasible for them.
KFC has been the market leader here, with a “Streetwise” range offering a hot chicken meal starting from 25 rupees. Domino’s Pizzamania is now priced at 44 rupees. McDonald’s offers a full hot lunch for under a dollar. Pizza Hut has 60-cent “iPan” pizzas for delivery.
Subway, which struggled initially because of the higher cost of its ingredients, this year experimented with a “toastie,” a 60-cent open-face sandwich, that marketing manager Sanjiv Pandey says appeals both to Indians’ love of hot food and the low-budget market. “It is a phenomenal entry level price point and it’s worked fantastically well for us.”
All of this ultralow pricing is paired with aggressive print and television marketing, showing people who clearly cover a wide socioeconomic range eating in the outlets.
Domino’s pioneered delivery, startling customers with its “30 minutes or it’s free” promise (a massive logistics achievement in cities such as New Delhi and Mumbai that regularly experience total traffic gridlock). McDonald’s has since taken the lead in delivery, with a 24-hour call centre and online ordering. It has also been the first to experiment with drive-throughs and gas-station outlets.
This strategy is also being aggressively pursued by the other big players in the $12.5-billion Indian fast-food industry. While organized retail has only 5 per cent of the fast-food market, it is growing with explosive speed, about 36 per cent last year, dominated by a handful of international brands.
McDonald’s Corp. is the clear leader, according to a market analysis by Euromonitor released in October, with 2 per cent of the quick-service market. Pizza Hut Inc. and KFC Corp. – which, like McDonald’s and Domino’s, entered India in 1996 – each have close to 250 outlets. Subway, which arrived in 2002, is playing a fast game of catch-up with 320 stores in 60 cities and plans to top 400 sites next year; Baskin-Robbins has locked up the dessert market, with 425 stores in 95 cities, including many far from the country’s major urban hubs.
All of these firms have relied on the international cachet of their brands to get people in the store.
And all are now using a “sub-dollar pricing” strategy to try to convince a new segment of consumers that regular visits to a fast-food outlet are feasible for them.
KFC has been the market leader here, with a “Streetwise” range offering a hot chicken meal starting from 25 rupees. Domino’s Pizzamania is now priced at 44 rupees. McDonald’s offers a full hot lunch for under a dollar. Pizza Hut has 60-cent “iPan” pizzas for delivery.
Subway, which struggled initially because of the higher cost of its ingredients, this year experimented with a “toastie,” a 60-cent open-face sandwich, that marketing manager Sanjiv Pandey says appeals both to Indians’ love of hot food and the low-budget market. “It is a phenomenal entry level price point and it’s worked fantastically well for us.”
All of this ultralow pricing is paired with aggressive print and television marketing, showing people who clearly cover a wide socioeconomic range eating in the outlets.
Domino’s pioneered delivery, startling customers with its “30 minutes or it’s free” promise (a massive logistics achievement in cities such as New Delhi and Mumbai that regularly experience total traffic gridlock). McDonald’s has since taken the lead in delivery, with a 24-hour call centre and online ordering. It has also been the first to experiment with drive-throughs and gas-station outlets.
So people are becoming meat-eaters nowadays. There is no secrecy. Formerly, at least in India, the meat-eaters used to eat meat very secretly. We had seen in our childhood. If somebody will meat-eat, it was not allowed within the house. They, formerly, rich men, they used to keep Muslim servants as the caretaker of the horse or the carriage driver. So in the horse stable they would secretly cook some meat, and the so-called Babu, Zamindar, will eat. It was not allowed. And those who are not rich men -- poor men, sudra class -- they would go to Kali-ghata, and get one goat, sacrifice there, and cook there and eat, then come back. Meat-eating was not at all allowed. The higher caste, especially the brahmanas, they would never touch. Still in some provinces, in Maharastra provinces, in Madras... Of course, they are now taking.
So meat-eaters means mleccha. So now that is increasing, meat-eaters. So when wholesale population will be meat-eaters, mleccha, they'll not understand anything about spiritual matter -- "Why it is forbidden?" Because the meat-eaters, they cannot understand anything about spiritual matter. It is very difficult for them.
~Srila Prabhupada (Lecture, Srimad-Bhagavatam 1.8.34 -- Mayapur, October 14,1974)
The Scramble To Enter India Intensifies
Several U.S. chains have announced plans to enter the country, hoping to tap the growing fast-food market.
Restaurants like Denny’s Corp , known for serving pancakes and sausages all day and Pollo Tropical of Carrols Restaurant , known for Caribbean-flavored chicken, Applebee’s and Johnny Rockets, known for its hamburgers, are also looking to cash into the Indian quick-service restaurant market.
All brands will face challenges as they compete with incumbent McDonald’s and Yum Brands, not the least of which would be adapting a meat-centric menu to a largely vegetarian palate.
Others wanting a foothold include Wendy’s, Arby’s International, CKE Restaurants with Carl’s Jr and Focus Brands with Schlotzsky’s Deli, all known for sandwiches and burgers.
Also India may finally get to savour Ikea meat balls. The Swedish giant has all the necessary permissions to set up their furniture showroom and restaurants in India.
BannaStrow’s Crepes and Coffee, Moe’s Southwest Grill, Starbucks Corp, Dunkin Donuts and Carvel Ice Cream are also in line.
These franchise owners are queuing up at the Ministry of Commerce and Industry and the Ministry of Corporate Affairs. It is not difficult to get a license issued, as long as you are willing to grease a few palms.
Restaurants like Denny’s Corp , known for serving pancakes and sausages all day and Pollo Tropical of Carrols Restaurant , known for Caribbean-flavored chicken, Applebee’s and Johnny Rockets, known for its hamburgers, are also looking to cash into the Indian quick-service restaurant market.
All brands will face challenges as they compete with incumbent McDonald’s and Yum Brands, not the least of which would be adapting a meat-centric menu to a largely vegetarian palate.
Others wanting a foothold include Wendy’s, Arby’s International, CKE Restaurants with Carl’s Jr and Focus Brands with Schlotzsky’s Deli, all known for sandwiches and burgers.
Also India may finally get to savour Ikea meat balls. The Swedish giant has all the necessary permissions to set up their furniture showroom and restaurants in India.
BannaStrow’s Crepes and Coffee, Moe’s Southwest Grill, Starbucks Corp, Dunkin Donuts and Carvel Ice Cream are also in line.
These franchise owners are queuing up at the Ministry of Commerce and Industry and the Ministry of Corporate Affairs. It is not difficult to get a license issued, as long as you are willing to grease a few palms.
When I think about how "fast food" came to be, I think it definitely destroys the art of traditional cooking. Fast food changes the nutritional value and flavor of food. It has to be mass produced to feed so many people (although a lot of food gets thrown away by restaurants). It has to be made in a way so it can be shipped all over the country and then prepared in 5 minutes to eat. A lot of McDonald's food products aren't even real food. They put fillers in the meats with flavor enhancers. Subway has fake chicken and their bread is so cheap it goes bad within hours after being made (it becomes hard as a rock by the end of the day, I use to work at a few subways).
The basic food culture in many countries is actually healthy. The fast food chains sell all but healthy food. Also they puts family owned eateries out of business.
~ Amber Toebosis
Waistlines Surge With A Surging Market
But the increasing consumption of processed food that is high in fat and sugar is causing worries that India is importing the Western disease of obesity, creating a ticking public health bomb that the country can ill-afford.
While undernutrition is rampant – more than 50 percent of children are stunted due to malnutrition, according to a 2008 study in The Lancet medical journal – the over-fed middle class is growing in numbers and in trouser sizes.
A November 2010 study by the National Diabetes, Obesity and Cholesterol Foundation of India found that one in three children in private schools in New Delhi were obese, compared with one in 10 in government schools. Schoolchildren are attracted to the way junk food is advertised. Fast food giants are specifically targeting them.
While undernutrition is rampant – more than 50 percent of children are stunted due to malnutrition, according to a 2008 study in The Lancet medical journal – the over-fed middle class is growing in numbers and in trouser sizes.
A November 2010 study by the National Diabetes, Obesity and Cholesterol Foundation of India found that one in three children in private schools in New Delhi were obese, compared with one in 10 in government schools. Schoolchildren are attracted to the way junk food is advertised. Fast food giants are specifically targeting them.
