Volume I Special Issue I September 2021

Name of Author : Dhiraj B. Ambade

Title of the paper : McDonaldization in India: Transforming Citizens into (Hybrid) Customers

Abstract: McDonaldization, as a corporate monopolization process, has influenced not only Indian culinary culture and taste but also social and economic process, converting people into customers. It quickly gained acceptability and popularity of its product among most Indians, particularly among middle-class youth, because of its aggressive promotion and widespread appeal. Individual adoption of a product is one of the most potent strategies they have employed in their efforts to expand. The establishment and monopolies of a customer base have been a hallmark of McDonaldization in India. The widespread expansions of McDonalds, Dominos, Pizza hut, Coffee day, KFC, Subway, Cadbury and other foreign corporations in India show how Indians, corporations and customers to the greater extent, have been mcdonaldized. The paper thus looks into how McDonaldization as a process influenced consumer culture and fostered mutual acceptance for their products, effectively turning citizens into clients.

Keywords : McDonaldization, Consumer Culture, Hybridity, Fast Food, Consumerism

DOI :

Page Number : 18-27