International Journal For Multidisciplinary Research

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THE GROWING POPULARITY OF TURKISH FOOD IN INDIA: MARKET TRENDS AND BUSINESS OPPORTUNITIES

Author(s) Mr. akshat jatwa, Prof. nitin kumar chaudhary, Prof. Dr. devendra kumar pandey
Country India
Abstract This work covers the evolving popularity of Turkish cuisine in India by means of marketing trends, consumer behavior, and business possibilities. Turkish culinary delights, especially dessert items such as Baklava and Kunafa, have become a niche yet potential market in urban and semi-urban markets, all triggered by globalization, digital media, and changing consumer preferences. The method adopted was qualitative and exploratory and involved surveying 40 to 50 respondents, mainly millennials and Gen Z from Tier-1 and Tier-2 cities. Results demonstrated that consumer interest stands very high at 65%, with social media, café culture, and the stunning look of Turkish food being some decisive factors in this regard. While awareness is tilted more toward desserts, the savory side could make for an interesting, yet lightly tapped market with Döner Kebab. The analysis identified cultural richness, fusion possibilities, and the burgeoning cloud kitchen model as strengths, all with the counterweight of challenges such as import dependency and price sensitivity. Focus is laid on viability within scalable formats (food trucks, cafés), expansion in tier 2, and strategic digital marketing coupled with localized fusion menus. Threats include the competition posed by other world cuisines and issues related to authenticism. It tries adversely balancing recommendations may include authenticity with price, working with influencers, and putting experiential dining at the forefront. Actionable insights are offered by this research to entrepreneurs and investors who wish to derive benefits from Turkey’s culinary appeal in India’s establishment of the $95-billion food service sector.
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-09
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.46846
Short DOI https://doi.org/g9pzwh
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