We made McDonald's Change their menu...

A hard-core marketer and brand guy at heart (and a marketing research consultant by profession) my first reaction to any change in 'technology' is to look at it from Indian consumers' perspective. So here I am, after a long time... with a brief article on internet and consumerism on internet.

Disclaimer: I credit my understandings / mis-understandings to my own observations, on life, on consumers and on brands. I am really not driven by 'data'. So, you wont find numbers frequently in my posts:)

A lot has been said about Indian consumer, while comparing it with its western counterpart. Marketing gurus have often referred to them as 'price / value conscious consumers'. The most difficult consumer to appease in the world - perhaps that is the reason why McDonald's was forced to change their menu upon arrival ! Star TV was forced to develop content adapting to local palette (sun sets on Baywatch and rises on 'K' girl). FM was initiated to adapt to local music (remember Delhiites, the good old 102.6 fm? do you remember it anymore?)Newspapers were persuaded to adapt to local content.....The key word here is 'localization'

I might draw a flak from the internet puritans when I say that Internet is by far still a virgin territory in terms of exploiting 'local content creation and delivery'. How many websites offer vernacular link? How many websites allow seamless transition to local searches and local content? 'Food' for thought - how many north indians love idli-dosa and how many south indians love butter chicken? Is it therefore advisable to give them both on the same plate?

Bottomline: While I do see a lot of startups mushrooming from the subcontinent (and it is indeed heartening to witness that), I wonder if they pause to ponder - 'We made McDonald’s change their menu'....