• Dr. Jharna Kalra

Indians have traditionally grown up eating home cooked food and had a preference for it. Globalization has played a very important role for fast food chains to set up their branches in India. This situation was definitely not favourable for the global fast food chains. India has undergone a rapid growth in the fast food industry in the recent years. These global chains have to compete with the local fast food vendors who already know the taste and preferences of their customers. Thus, the fast food industry has very well adapted to the Indian customers habits and preferences, targeting the younger crowd and it has definitely showed good results with a great increase in sales. This study targets to understand the reasons behind the rapid growth in the fast food industry through delivery apps, the factors that influence the youth to buy fast food and the new advances in technology and how it has affected the number of sales of the fast food industry.

Fast food, India, Consumer Behaviour, Unhealthy Lifestyle, Delivery apps

"A STUDY OF THE GROWING FAST FOODS IN INDIA: A CONSUMER VALUE PERSPECTIVE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 2, page no.246-253, February-2024, Available :http://www.jetir.org/papers/JETIRGC06029.pdf

"A STUDY OF THE GROWING FAST FOODS IN INDIA: A CONSUMER VALUE PERSPECTIVE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 2, page no. pp246-253, February-2024, Available at : http://www.jetir.org/papers/JETIRGC06029.pdf