In what is its most significant shift in strategy since it entered the country 11 years ago, McDonald’s India is altering its volumes-led strategy to focus on profitability and value growth, following a diktat from its global parent.

Having broken even in the domestic market last year, Big Mac India is looking at upgrading consumers through a series of initiatives all of which are in the process of being fine-tuned and rolled out. These will include Click here to read full story>