Multinational fast-food restaurants may have taken over most shopping malls and local markets, but don’t be surprised to find a if the latest eatery that opens in your plush neighbourhood sells traditional items such as wada paav, kaati rolls, kulfi and tikka.
Taking on the McDonald’s, Pizza Huts and KFCs in the marketplace across the country is a bench of ethnic fast-food chains such as Jumbo King and Goli Wada Pav of Mumbai, Kaati Zone of Bangalore, Ashrafilal Kulfi and Honest Pav Bhaji of Ahmadabad.
Initial success of these chains, most of which now have multi-city operations through the franchisee model, has already attracted venture capitalists and industrialists into this fledgling market.