Ayufood Dr Vikas Chothe
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India is blessed with one of the fastest growing fast food market of the world with an annual growth rate of 30-35% India’s urban population is expected to double in the next seven years, and two-thirds of it is under the age of 30.MNCs and Indian chains Domino's, McDonald's and Nirula's are all eying this segment, which is being driven by rising disposable incomes, increasing urbanisation and a younger population. In this scenario, Fast food chains are importing diabetes and CVD to India prompting the FDA to approve an endless variety of diet pills and weight loss programs to combat Indian obesity facilitating a multi-billion dollar weight loss industry, forcing future of most Indians into a spiral of financial debt, psychological depression and spiritual bankruptcy.The percentage of overweight children age 6–11 has more than doubled and the percentage of overweight adolescents age 12–19 has more than tripled since last 2 decades. Today we will be the first ever chain of ‘Ayufood’- “Ayurvedaized” food menus according to Dinacharya and Ritucharya. We have begun with educating people about healthy food and will encourage them to have diet according to Ayurved principles.
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Ayufood Dr Vikas Chothe
- 1. ‘Ayufood’ || AÉrÉÑTÑQ || Chain of restaurants for health and wellbeing of mankind -Dr. Vikas Chothe MD 1
- 2. India becomes the new fast food destination ET Bureau Feb 15, 2013 • India is blessed with one of the fastest growing fast food market of the world with an annual growth rate of 30-35% • This is due to growth in middle class, urbanization, more women working outside the home, rising number of nuclear families, exposure to global trends, an increase in the number of dual-income households, cultural shift and lifestyle changes. 06/30/13 2
- 3. 06/30/13 3
- 4. Factors that make fast food chains unhealthy • low nutritional value • the high fat, calorie and sodium content • weight gain, obesity, diabetes, cardiovascular conditions • low monetary and time costs, • large portions, and • high calorie density of signature menu items • bribing children with toys and sweepstakes • “fourth meal” habit 06/30/13 4
- 5. Need • United States First Lady Michelle Obama unveils a nationwide campaign to combat childhood obesity, at the White House in Washington, DC, on Feb. 9. 06/30/13 5
- 6. Fast food and sedentary lifestyle: a combination that leads to • Obesity • Metabolic Syndrome • Central Nervous System Insulin Resistance • Cardiometabolic Risks- (CARDIA) Study • Asthma, Rhinoconjunctivitis And Eczema • All Cause Mortality • the findings have major public health significance owing to the rising consumption of fast foods globally 06/30/13 6
- 7. 06/30/13 7
- 8. Value Proposition • India’s urban population is expected to double in the next seven years, and two-thirds of it is under the age of 30. • Fast food chains are importing diabetes and CVD to India prompting the FDA to approve an endless variety of diet pills and weight loss programs to combat Indian obesity facilitating a multi-billion dollar weight loss industry, forcing future of most Indians into a spiral of financial debt, psychological depression and spiritual bankruptcy. • We will begin the first ever chain of ‘Ayufood’ educating people about Ayurvedic principles of eating, lifestyle and prakruti and dosha based recepies. • Health(Individual, social and environmental), happiness and nature will be our prime concerns. • These environment friendly towns will have tremendous potential for ‘Health-eco- tourism’. 06/30/13 8
- 9. Competition • India's quick-service restaurant chains business is expected to grow eight-fold to $5.6 b (560crore) by 2020 from $720 m (72crore) in 2011, at a CAGR of 27 per cent. • MNCs and Indian chains Domino's, McDonald's and Nirula's are all eying this segment, which is being driven by rising disposable incomes, increasing urbanisation and a younger population. • middle class is estimated at about 250 million (25crore) • There are many Ayurveda and yoga centers, hospital chains, rehab centers, herbal product manufacturing units and environment initiatives….but nowhere they are catered Ayurvedic cooking and restaurants! • We will be the first ever chain of ‘Ayufood’! 9
- 11. Business Model • We will begin with educating people about healthy food and encourage them to have diet according to Ayurved principles. • We have to be a mass market brand with • high hygiene standards • stylish presentation • “Ayurvedaized” menu- Special menus according to Dinacharya and Ritucharya • 24-hour call centre and online ordering • Only fresh hot tasty healthy Ayufood will be served • “sub-dollar pricing” strategy • Ayurvedic cooking is gaining huge popularity globally and it has a good business potential • After approximately 3 years of marketing, our brand will attract the potential customers and the funds too. 06/30/13 11
- 12. Thank you Say Noto chemically charged, deep fried frozen garbage 06/30/13 12
Editor's Notes
- Junk food marketing to children and adolescents has become billion-dollar industry. According to 2006 data, the most recent numbers available, kids experience at least $1.6 billion worth of food advertising a year–the vast majority of the ads geared toward pushing high-calorie and low-nutrition snacks down kids’ throat. As children’s online activity has risen, massive corporations like McDonald’s have also designed child-focused websites, complete with video games that teach children brand recognition, that are getting hundreds of thousands of young visitors a month. According to a report from Yale University’s Rudd Center for Food Policy & Obesity, Children between the ages of 6 and 11 saw a staggering 56 percent more ads for Subway , and 26 percent more ads for McDonald’s. New studies suggest that the real culprit may be the constant ads for junk food that children are viewing during commercial break–not the television programs themselves.
- Americans spend more money on fast food than on movies, music, books, magazines, and newspapers combined. The percentage of overweight children age 6–11 has more than doubled and the percentage of overweight adolescents age 12–19 has more than tripled since late 1970s Hence First Lady Michelle Obama argues: "A recent study put the health care cost of obesity-related diseases at $147 billion a year. This epidemic also impacts the nation's security, as obesity is now one of the most common disqualifiers for military service.“
- Weight Gain and Obesity In a 2004 study published in "The Lancet," researchers found that eating more than twice per week at fast food restaurants is linked to significantly more weight gain over time than occasional visits. Similarly, researchers at the University of California, Berkeley in 2009 noted that living near a fast food restaurant is linked to a 5.2 percent greater risk of obesity. Excessive weight gain during pregnancy is often associated with higher rates of hypertension, C-section, and large-for-gestational age infants, as well as with a higher incidence of later maternal obesity Am J Clin Nutr. 2006 Feb;83(2):189-90. Fast food and sedentary lifestyle: a combination that leads to obesity. Obes Surg. 2012 May;22(5):810-8. doi: 10.1007/s11695-012-0601-8. The fast food and obesity link: consumption patterns and severity of obesity. Garcia G , Sunil TS , Hinojosa P . Prev Chronic Dis. 2011 July; 8(4): A71. Published online 2011 June 15. PMCID: PMC3136980 Peer Reviewed Fast-Food Consumption and Obesity Among Michigan Adults Beth Anderson , MPH, Sarah Lyon-Callo , MA, MS, Christopher Fussman , MS, Gwendoline Imes , MS, RD, and Ann P. Rafferty , PhD Type 2 Diabetes The 2004 study noted that regularly eating fast food doubles your chance of developing insulin resistance, which heightens risk of developing type 2 diabetes. The number of people worldwide living with diabetes has more than doubled since 1980, from 153 million then to nearly 350 million in 2011, according to a report in "The Guardian.“ Cardiovascular Conditions Higher densities of fast food restaurants are linked to a greater risk of cardiovascular health problems. In a 2005 study published in the "Canadian Journal of Public Health," researchers at the Institute for Clinical Evaluative Sciences in Ontario, Canada found that regions with high concentrations of fast food restaurants are 2.62 times more likely to have extremely high levels of hospitalization for coronary problems. A 2010 study by researchers at the University of South Australia supported this. Their findings, published in the "European Journal of Epidemiology," indicated that, for each 10 percent increase in the density of fast food restaurants in a region, people are 1.39 times more likely to die from a cardiovascular condition. Circulation. 2012 Jul 10;126(2):182-8. doi: 10.1161/CIRCULATIONAHA.111.084004. Epub 2012 Jul 2. Western-style fast food intake and cardiometabolic risk in an Eastern country. Odegaard AO , Koh WP , Yuan JM , Gross MD , Pereira MA . Eur J Clin Nutr. 2012 May;66(5):577-84. doi: 10.1038/ejcn.2011.202. Epub 2011 Dec 7. Takeaway food consumption and cardio-metabolic risk factors in young adults. Am J Clin Nutr. 2012 April; 95(4): 909–915. Published online 2012 February 29. doi: 10.3945/ajcn.111.026682 PMCID: PMC3302365 Dietary patterns matter: diet beverages and cardiometabolic risks in the longitudinal Coronary Artery Risk Development in Young Adults (CARDIA) Study 1,2,3 Kiyah J Duffey , Lyn M Steffen , Linda Van Horn , David R Jacobs, Jr , and Barry M Popkin Am J Epidemiol. 2009 July 1; 170(1): 29–36. Published online 2009 May 8. doi: 10.1093/aje/kwp090 PMCID: PMC2733038 Fast-Food Consumption, Diet Quality, and Neighborhood Exposure to Fast Food The Multi-Ethnic Study of Atherosclerosis Asthma, Rhinoconjunctivitis And Eczema Thorax. 2013 Apr;68(4):351-60. doi: 10.1136/thoraxjnl-2012-202285. Epub 2013 Jan 14. Do fast foods cause asthma, rhinoconjunctivitis and eczema? Global findings from the International Study of Asthma and Allergies in Childhood (ISAAC) phase three. Ellwood P , Asher MI , García-Marcos L , Williams H , Keil U , Robertson C , Nagel G ; ISAAC Phase III Study Group . An increased risk of severe asthma in adolescents and children was associated with the consumption of fast food ≥3 times per week (OR 1.39, 95% CI 1.30 to 1.49; OR 1.27, 95% CI 1.13 to 1.42, respectively), as well as an increased risk of severe rhinoconjunctivitis and severe eczema. All-Cause Mortality In its 2005 study, the Canadian research team noted that regions high in fast food restaurant density are 2.52 times more likely to be extremely high in all-cause mortality. Similarly, the researchers at the University of South Australia in 2010 noted that each 10 percent increase in the concentration of fast food restaurants in a region is linked to a 1.36 times greater risk of all-cause mortality.
- When Domino’s Pizza Inc. came to India in 1996 – in the first wave of international fast-food brands to enter the country – the company had to start with some basic education of its market. Indians embraced it, enthusiastically enough that Domino’s now has 513 outlets across 112 cities in India Today we will begin with educating people about healthy food and encourage them to have diet According to Ayurved principles.