Q. How do you account for the growing fast food industries given that there are increased health concerns in modern society? Illustrate your answer with the Indian experience.

Model Answer:

Despite India recording 77 million diabetics and widespread awareness about obesity, the fast food industry paradoxically grows at 15% annually – revealing a fundamental disconnect between health knowledge and actual consumer behavior.

Why Health Concerns Fail to Deter Consumption

• Immediate Gratification vs Long-term Consequences: Health impacts manifest after years; taste satisfaction is instant. Young consumers discount future risks.

• Cognitive Dissonance Management: People rationalize unhealthy choices – “once a week won’t harm,” “I’ll exercise tomorrow,” “I deserve this treat.”

• Stress-Eating Cycle: Modern work pressure creates emotional eating patterns. Bengaluru techies order comfort food after 12-hour workdays.

• Health Concerns Remain Abstract: Until personally affected by diabetes/hypertension, warnings remain theoretical. Statistics don’t change behavior; personal crisis does.

Indian Paradox Illustrated

• Elite Contradiction: Same Gurgaon residents buying ₹3000 gym memberships queue at Burger King. Health is performative, not practiced.

• Festival Fasting-Feasting: Indians fast on Navratri, then celebrate with Domino’s pizza. Traditional restraint coexists with modern indulgence.

• Children’s Preferences Override Parental Concerns: Parents know McDonald’s harms but yield to pester power. Birthday parties at KFC despite knowing better.

• Medical Advice Ignored: Delhi’s cardiac patients continue consuming Chole Bhature. Doctors’ warnings lose against taste preferences.

Structural Factors Overriding Health Concerns

• Convenience Trumps Caution: Mumbai local train commuters need quick meals. 10-minute lunch breaks necessitate fast food.

• Social Pressures: Peer dining choices override individual health consciousness. Office teams order together; refusing seems antisocial.

• Marketing Overpowers Awareness: ₹500 crore advertising budgets defeat government health campaigns. Virat Kohli endorsing burgers influences more than health warnings.

• Affordability Misconception: Fast food seems cheaper than healthy alternatives. ₹199 unlimited pizza appears value-for-money.

Conclusion: Health concerns remain intellectual exercises while convenience, taste, and social factors drive actual behavior.