Retail in Asia

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Novelty proves a hit for Taco Bell in India

Taco Bell is off to a promising start in India, with thousands of customers visiting the American fast-food chain’s first Indian outlet daily, even though most have never tasted a taco.

Encouraged by strong growth at its KFC and Pizza Hut chains in India, Yum Brands Inc. opened its first Taco Bell in Bangalore on March 16. The store in a mall in India’s technology capital has attracted an average of 2,000 to 2,500 customers each day since then.
India – with an increasingly affluent populace that isn’t afraid to try new things – is the next frontier for international fast-food chains, Graham Allan, president of Yum’s international division, said in an interview.

"What we are seeing in India is similar to what we saw in China a decade ago," he said. "You have a young population with improving standards of living and an enthusiasm to embrace Western brands."

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(Source: WSJ Online)