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Fast food MNCs take Indian recipes overseas

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NRI MARKET

Debdatta Das

New Delhi, Dec. 8

, It's not just Indian brands, but Indian flavours are also giving a fight back in the West. Global companies such as McDonald's, Dominoes and Pepsi are increasingly creating recipes to suit the Indian taste buds for the domestic market, and are now even beginning to export them to the other parts of the world, be it the `aloo tikki' or the chicken and `paneer tikka'.

"We have started exporting our McAloo Tikki, Crispy Chinese Burgers, Paneer Salsa Wraps and Pizza McPuffs to countries such as the UK, the US, Hong Kong and West Asia," said Mr Vikram Bakshi, Joint Venture Partner and Managing Director, McDonald's India (North and East).

"Our exports too are mainly directed towards the NRI population," he added.

American pizza brand Dominoes is also exporting its Indian recipes. Its chicken tikka and paneer tikka pizzas are reaching the shores of Trinidad and it is looking at opportunities to sell them in other western countries.

Mr Dev Amritesh, Chief of Marketing, Dominoes India, said, "the major reason for these recipes being widely exported to western countries is the growing Indian diaspora."

PepsiCo India too has started wooing its western audience with its very Indian `Kurkure' variant.

Kurkure's presence

"Though we haven't started full-fledged exports of Kurkure to the US and the UK, it is present none the less in those countries through the Indian owned stores there," said a PepsiCo India spokesperson.

The company has just started officially exporting the snack brand to some Asian countries and is definitely exploring the possibilities of it being supplied to the US.

(This article was published in the Business Line print edition dated December 9, 2006)
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