-Journal of Arts, Science & Commerce ■ISSN2231-4172 International Refereed Research Journal ■ www.researchersworld.com■ Vol.– VIII, Issue –3(1), July 2017[70] LOCALIZATION IN FAST FOOD INDUSTRY: A CASE STUDY ON MCDONALD’S STRATEGY IN INDIA Diksha Panwar, Research Scholar Uttaranchal University, Dehradun, India Dr. Sidheswar Patra, Assistant Professor Uttaranchal University, Dehradun, India ABSTRACT As the multinational fast food ventures are going into various markets, key partnerships between local food companies and multinational food companies undertakings have additionally expanded in the current past years. The expanding globalization practice has changed the universal focused succession in the food industry. At the point when multinational fast food ventures need to get to another market far from the local market, the ventures have the choice of choosing two fundamental strategies of marketing their products and services either to follow a similar strategy as the one applied in their domestic market or to change it to fit in with the host nation. The objective of this study is to explore the marketing strategy of multinational fast food in Indian market and the impact of adopted strategy. This study uses McDonald's case to investigate the strategy adopted by the McDonald in Indian market and the impact of that strategy on maintaining its competitive position in the market. The finding reveals that the product localization plays a crucial role in McDonalds’s success in maintaining its competitive position in Indian market. Keywords: Localization strategy, Standardization Strategy, Globalization, Marketing Strategy, Competitive Position