A local Indian food brand changes its packaging and flavor to suit European tastes when exporting there. This is an example of:
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Glocalisation
Option (1) Liberalisation — Incorrect. Liberalisation is a government policy of removing controls on the economy and opening it to market forces. It is about rules made by the state, not about how a firm adapts its product.
Option (2) Globalisation — Incorrect. Globalisation is the growing interconnection of the world through trade, money, people and ideas. Exporting to Europe is part of it, but globalisation alone does not describe changing the product to suit local taste.
Option (3) Glocalisation — Correct. Glocalisation is the mixing of the global with the local. It is a strategy firms adopt while dealing with local traditions, to sell more: McDonald’s sells only vegetarian and chicken products in India. The Indian brand that changes its packaging and flavour to suit European tastes is doing the same in reverse.
Option (4) Privatisation — Incorrect. Privatisation means transferring ownership from the government to private owners. The brand’s change of packaging has nothing to do with who owns it.
NCERT (2025-26): “Homogenisation Versus Glocalisation of Culture … A central contention is that all cultures will become similar, that is homogeneous. Others argue that there is an increasing tendency towards glocalisation of culture. Glocalisation refers to the mixing of the global with the local. It is not entirely spontaneous. Nor is it entirely delinked from the commercial interests of globalisation. It is a strategy often adopted by foreign firms while dealing with local traditions in order to enhance their marketability. In India, we find that all the foreign television channels like Star, MTV, Channel V and Cartoon Network use Indian languages. Even McDonald’s sells only vegetarian and chicken products in India and not its beef products, which are popular abroad. McDonald’s goes vegetarian during the Navaratri festival.…” |