Rising Flavors: How Emerging Cities are Transforming India’s F&B Landscape

Rising Flavors: How Emerging Cities are Transforming India’s F&B Landscape

By Author

Published on November 25, 2024

India’s Tier-II cities—such as Indore, Surat, Bhopal, and Jabalpur—are fast emerging as the next frontier for food and beverage (F&B) growth. With rapid urbanization, increasing disposable incomes, and evolving consumer tastes, these cities offer a fertile ground for the F&B industry’s expansion. Yet, the pace of development in these regions raises an intriguing question: Are we doing enough to tap into their immense potential?

A Market Ripe with Opportunity

While Tier-I cities like Mumbai, Delhi, and Bangalore have traditionally been the epicenters of F&B growth, Tier-II cities are no longer playing second fiddle. Rising aspirations and improved connectivity are transforming these cities into thriving urban centers. The middle-class demographic in these areas is keen to embrace organized dining experiences, making them fertile ground for national and global F&B brands.

However, the true appeal lies in the untapped nature of these markets. With less saturation compared to metros, F&B brands can establish a strong foothold and build loyalty early on. Lower operational costs in terms of real estate and labor further enhance the attractiveness of these regions.

Challenges on the Horizon

Despite their evident potential, the entry of big players into Tier-II markets has been cautious. The reasons are multifaceted—lack of robust infrastructure, limited consumer exposure to niche cuisines, and logistical hurdles. For instance, while cities like Indore and Lucknow have seen the entry of brands like Domino’s and McDonald’s, others like Raipur and Jabalpur remain underserved.

Additionally, the consumer base in Tier-II cities often seeks a delicate balance between affordability and quality. This requires F&B businesses to rework their offerings to suit local preferences without compromising on the brand’s value proposition.

The Path Ahead: Strategies for Success

To truly unlock the potential of Tier-II cities, the F&B industry must adopt a nuanced approach. Here are a few suggestions:

  1. Localized Offerings: Understand the regional palate and customize menus to resonate with local tastes. For example, introducing vegetarian-friendly options or flavors rooted in local traditions can help brands connect with consumers.

  2. Hybrid Formats: Instead of large standalone outlets, brands could experiment with smaller kiosks or cloud kitchens to reduce initial investment and operational costs.

  3. Community Engagement: Building trust is essential in these markets. Hosting food festivals, collaborating with local influencers, or supporting community-driven initiatives can help brands establish a strong presence.

  4. Digital-First Strategy: With growing internet penetration, digital platforms can play a crucial role in reaching Tier-II consumers. Brands should focus on targeted social media campaigns, online ordering, and app-based loyalty programs.

  5. Infrastructure Partnerships: Collaborating with local governments to address logistical and infrastructural challenges could pave the way for smoother operations and long-term growth.

A Future Full of Flavor

India’s Tier-II cities are not just the next big thing—they are the now. As these cities continue to grow, so does their appetite for diverse and high-quality dining experiences. The F&B brands that can innovate, adapt, and connect with these evolving consumers will find themselves at the forefront of a new wave of growth.

At Hospitality News, we believe that embracing this shift is not just an opportunity—it’s a necessity. The road to success in Tier-II markets might be less traveled today, but it’s one that promises immense rewards for those bold enough to take the leap.


PM Modi's 7 Appeals and What They Mean for India's Hospitality Industry

PM Modi's 7 Appeals and What They Mean for India's Hospitality Industry

By Hariharan U

Published on May 12, 2026

The world is going through a rough patch right now. Rising fuel prices, global tensions in West Asia, and pressure on India's foreign exchange, it's a lot to deal with. And while PM Narendra Modi's 7 appeals at his Hyderabad address were aimed at every Indian citizen, the hospitality industry has more skin in this game than most realise.

1. Work From Home - A Cue for Hospitality to Pivot Modi urged every employer to bring back work-from-home wherever possible. For hospitality, this cuts both ways. Fewer office commuters could mean quieter weekday F&B numbers. But on the flip side, remote workers are increasingly turning to hotels and co-working-friendly cafes as their "office away from home." Properties that offer solid Wi-Fi, quiet spaces, and good coffee are already seeing this crowd. Now's the time to lean into it.

2. Skip Gold for a Year - But Splurge on Experiences Instead Indians love gold, especially for weddings and gifting. Modi has asked people to hold off on buying it for a year. Here's the interesting angle for hospitality , when discretionary spending shifts away from gold, it doesn't just disappear. A good chunk of it could flow into experiences, staycations, and celebrations at hotels and resorts. Smart properties can position themselves as the new "investment" in memories over metal.

3. Ditch the Car, Use Public Transport - Hotels Near Transit Win The push for metros, buses, and carpooling is great news for city hotels and restaurants located near transit hubs. As more people shift to public transport, footfall around metro stations and bus corridors is only going to go up. For hospitality businesses in those pockets, this is a quiet opportunity worth paying attention to.

4. Cut Back on Cooking Oil - Restaurants, Take Note This one lands right in the kitchen. Modi nudged households to reduce cooking oil usage  and honestly, it's a nudge the restaurant industry could take seriously too. Lighter cooking, healthier menus, and reduced oil dependency aren't just good for the nation's import bill , they're good for the guest experience and for positioning a brand as health-conscious. A win on multiple fronts.

5. Natural Farming - Farm-to-Table Just Got a National Push, This is perhaps the most exciting appeal for the food and beverage side of hospitality. Modi called on farmers to move away from chemical fertilisers and embrace natural farming. For restaurants and hotels that source local, organic produce , or are looking to , this is the government basically rolling out a red carpet. Farm-to-table menus, locally sourced ingredients, and sustainable kitchen practices are no longer just a trend. They're aligned with national policy now.

6. Go Swadeshi -  Choose Indian, Serve Indian "Vocal for Local" has been a running theme under Modi, and this appeal doubles down on it. For hospitality, this means everything from the toiletries in hotel bathrooms to the wines on the menu to the linen on the beds. Switching to Indian-made products wherever possible isn't just patriotic , it's practical, often more affordable, and increasingly, it's what guests are starting to respect and appreciate.

7. Skip Foreign Travel -  Domestic Tourism's Moment Has Arrived This is the big one for the hospitality industry. Modi has asked Indians to skip international holidays for a year and explore India instead. If even a fraction of the people who would have booked flights to Europe or Southeast Asia turn to Rajasthan, Kerala, Himachal, or the Northeast , the ripple effect on domestic hotels, resorts, homestays, and tour operators would be enormous. The timing couldn't be better for properties that are already investing in experience-led travel.

The core of Modi's message that collective small actions can protect and strengthen India, applies just as much to a hotel owner in Coorg as it does to a family in Chennai. The hospitality industry, by its very nature, is woven into how people move, eat, celebrate, and rest. When national habits shift, hospitality feels it first.

This isn't a disruption. It's a direction. And the businesses that read it right and move with it, will be the ones guests remember long after the global storm passes


Iran-Israel War Triggers India's Worst LPG Crisis in Years - Hotels and Restaurants Hit Hard

Iran-Israel War Triggers India's Worst LPG Crisis in Years - Hotels and Restaurants Hit Hard

By Hariharan U

Published on March 11, 2026

India is facing a severe shortage of liquefied petroleum gas (LPG) following the closure of the Strait of Hormuz by Iran amid escalating tensions in West Asia. The strait is the conduit for nearly 90% of India's LPG imports and 30% of its natural gas requirements, making the conflict's ripple effects acutely felt across the country's hospitality, industrial, and household sectors.

Government Response

The Ministry of Petroleum and Natural Gas invoked the Essential Commodities Act on March 6, directing refineries to maximise LPG output and prioritising supply to domestic households. The LPG refill booking cycle was extended from 21 to 25 days. The following day, prices were revised upward non-subsidised domestic cylinders rose by ₹60, and commercial 19 kg cylinders by ₹114.5, the first such hike since April last year. A three-member committee of Oil Marketing Company executives has been constituted to review supply shortfalls for the commercial sector, including hotels and restaurants.

Hospitality Sector Under Pressure

The crisis has hit the restaurant and hotel industry hardest. Major associations including NRAI, AHAR, and regional bodies from Bengaluru, Chennai, Odisha, and Punjab have warned of widespread closures. In Mumbai, around 20% of hotels and restaurants have already shut, with associations predicting the figure could reach 50% within days. In Bengaluru, many small eateries restricted their menus to tea and coffee after commercial cylinder refills halted from March 7. Restaurateur Zorawar Kalra warned that a single day's supply disruption costs the industry and the broader economy between ₹1,200–1,300 crore, noting that 75% of the ₹6.6-lakh-crore restaurant ecosystem depends on LPG.

States Take Action

Several state governments have responded with their own measures. Gujarat has imposed a 50% cut in gas supply to industries, with a 40% reduction for fertiliser and milk processing units. Madhya Pradesh formed a three-member monitoring committee, while Kerala convened a meeting with oil company representatives and deployed district-level inspection squads to curb hoarding. Karnataka Chief Minister Siddaramaiah and Tamil Nadu Chief Minister M.K. Stalin have both written to the Centre urging immediate relief. Andhra Pradesh, whose Visakhapatnam port houses a major LPG cavern with a 60,000 metric tonne capacity, has reassured residents of adequate stocks while acknowledging a vessel delay due to Strait disruptions.

Wider Impact

Beyond restaurants, the shortage is straining paying guest accommodations in Hyderabad's IT corridors, textile processing factories in Coimbatore, and CNG-dependent autorickshaws in Kolkata. In Delhi-NCR, smaller outlets are resorting to black market cylinders, with prices surging from ₹1,200 to ₹1,400–1,500 in a single day. Panic buying and long queues at distribution centres have been reported across Bihar, Uttar Pradesh, Jharkhand, Rajasthan, and Chhattisgarh. The wedding season has compounded anxiety in Punjab and Rajasthan, where hoteliers fear significant revenue losses during one of the busiest periods of the year.

The situation remains fluid, with the government urging calm while multiple states and industry bodies push for a coordinated national response to restore supply and prevent prolonged economic disruption.


Budget 2026: Why Hospitality Seeks Policy Recognition Beyond Labels

Budget 2026: Why Hospitality Seeks Policy Recognition Beyond Labels

By Hariharan U

Published on January 15, 2026

India’s hospitality sector has staged a steady and confident comeback after the pandemic, powered by record domestic travel, improving occupancies, and hotel development expanding beyond metros. As a sector that contributes meaningfully to GDP, employment, and foreign exchange earnings, hospitality today sits at the intersection of tourism growth and economic expansion. Yet, despite its scale and impact, policy recognition and structural support continue to trail its contribution.

This backdrop explains why the industry approaches Union Budget 2026 with cautious optimism. Rather than reiterating the long-standing demand for industry status alone, hospitality stakeholders are increasingly seeking meaningful policy recognition that delivers measurable outcomes on the ground.

In practical terms, policy recognition is less about labels and more about access and parity. The sector continues to face high borrowing costs, shorter loan tenures, and inconsistent land-use and utility policies across states. These challenges directly affect long-term project viability, particularly for independent hotel owners and developers operating in Tier 2 and Tier 3 destinations, where growth momentum is strongest.

Echoing these concerns, Hotel Association of India (HAI) President K B Kachru has underlined that the hotel sector deserves due recognition for its contribution to GDP, job creation, and foreign exchange earnings. He has urged policymakers to prioritise sector-specific reforms that can drive sustainable growth and resilience, highlighting infrastructure status-linked benefits as a key intervention.

Budget 2026 arrives at a crucial inflection point. The recovery phase has largely stabilised, infrastructure-led growth is accelerating, and smaller cities are emerging as the next engines of hospitality expansion. This creates an opportunity for policy to convert rising travel demand into long-term investment rather than short-term capacity addition.

Employment and skilling remain areas where hospitality aligns closely with national priorities. As one of India’s largest job creators, the sector absorbs youth, women, and semi-skilled workers at scale. Budgetary support for skilling programmes, apprenticeships, and training infrastructure could strengthen workforce readiness while reinforcing hospitality’s role as both a social and economic enabler.

Equally important are ease-of-doing-business reforms. Digitised approvals, simplified licensing processes, and movement towards single-window clearances could significantly improve investor confidence by reducing delays and regulatory friction. These administrative changes often deliver deeper and more durable benefits than direct fiscal incentives, particularly for mid-scale and budget hotels that form the backbone of domestic tourism in emerging markets.

While expectations around full infrastructure status and GST rationalisation remain measured, a phased and clearly articulated policy direction in Budget 2026 could move hospitality closer to an “Industry Status Plus” framework. Such an approach would shift the sector from symbolic recognition to operational relevance, enabling growth one pragmatic step at a time.

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