McDonald's in the 90s to Apple's Arrival: A Gen Xer's Journey of Changing Aspirations
The massive turnout and buzz around the opening of Apple Stores in Delhi and Mumbai takes me back to when McDonald's first opened its doors in India in 1996. People are as excited today as they were back then. This widespread energy and excitement on the opening of a premium global chain to me shows how we, as a country and a generation, have come full circle in pursuing our aspirations.
It's often challenging to fully comprehend the extent to which our society has evolved and developed in just the past two decades. We have gone from black and white TVs with a handful of channels to immersive OLED experiences and streaming platforms offering virtually limitless content. This transformation in sensibilities and society, has been nothing short of extraordinary. As a member of Gen X, who were in their late teens and early twenties when India's economy opened up in the late 90s, I like to believe that our generation's hunger and aspirations played a significant role in shaping India into the global powerhouse it is today.
At the cusp of opening itself to the outside world, the Indian economy witnessed a plethora of job opportunities in emerging industries, through rapid technological advancements. As someone who was in college or just entering the workforce at the turn of the century, my Gen X peers, and I witnessed first-hand the changes that the new millennium ushered in. The significant shift in the socio-economic and cultural landscape of the country allowed us to connect our sociological imagination to the fascinating transformation of our society. The arrival of Western organizations, content, and food influenced our aspirations to become part of this change.
A major factor in this transformation was the introduction fast-food culture in India. At the turn of the century, increasing knowledge among people, the empowerment of women in various aspects of society, and the development of the IT sector in India led to the adoption of faster, on-the-go food options with longer shelf lives. Visiting fast-food joints frequently became a part of our lives, and processed foods became mainstream components of our daily diets.
We were the ones who eagerly embraced Pepsi, Coke, McDonald's, KFC, and the pizzas and pastas of the world, viewing them as symbols of Western culture. The McDonaldization of food in the country was welcomed by all, as it offered convenience and catered to the broader aspirations of the people, who perceived these brands as signs of upward mobility. According to a prominent report, the annual spending of middle-class households on fast-food restaurants in India's Tier II and III cities has grown by 108 percent by 2022.
This exponential adoption has had some major implications. The health consequences of processed food consumption have become increasingly apparent, with non-communicable diseases (NCDs) now affecting individuals as young as 30, illustrating the extent to which unhealthy food habits have become ingrained in our diet. The long-term effects of processed food include poor gut health, dietary issues et al leading to a concerning trend where cities like Mumbai report that 1 in 3 people are prediabetic, according to a report by the national diagnostic chain SRL Diagnostics basis samples received from January 2017 till September 2021.
The silver lining is that awareness is growing, with 41% of Indians aged 35-44 expressing interest in natural and organic food products according to a survey conducted by Mintel, a market research firm. A recent survey conducted by Country Delight and Indian Dietetic Association - Mumbai reveal that 61% of people in this age group suffer from digestive issues and are considering chemical-free, fresh food options. Another study by Nielsen showed that 81% of Indian consumers prefer food made with natural ingredients. This shift in mindset has resulted in an increased demand for organic and natural food products in the country, as well as greater adoption of health technology. This heightened awareness of the impact of processed foods has also led to a stronger focus on children's diets and health, given that many individuals affected by NCDs are young parents.
The Gen-Xers are now at the forefront of this movement, demanding healthier food options and promoting a more sustainable lifestyle. We played a significant role in the growth of the fast-food industry in the country and unfortunately are most affected by the long-term implications of processed foods. Hence it is for us the GenX to lead the charge on shifting towards a healthier and more sustainable lifestyle. We have the most purchase power and disposable income, making us a significant target group for the food industry and also significant players in shaping trends. It is for us to demand healthier food options for our long-term gut health and to support a more sustainable lifestyle.
Dhruv Bhushan, Co-founder, and CEO Habbit Health & Nutrition
