The population of a billion was undoubtedly a promising opportunity for an international
company. McDonald’s accepted the challenge and created the Aloo – Tikki Burger known
as McAloo TikkiTM especially for the Indian vegetarian customers. Aloo- Tikki was a potato
patty with spices. It also made a chicken and fish option available for the non vegetarians.
McDonald’s even separated the non vegetarian cooking process and the vegetarian
cooking process to convince the customers of the “Shudh Shakahari Experience’ which
means pure vegetarian experience. In addition, the crew cooking vegetarian food were
asked to wear green apronsiv. McDonald’s in India was one of its kinds as it did not offer
beef at all. In order to convince and change the perception of the customers about the
burgers they offered, McDonald’s made attempts to clarify their stand about beef in India.
So the world famous hamburger was without meat. This was indeed a classic case of
product adaptation, to gain foothold in a new market.