Author(s): Prashant L. Pingale*, Hrushikesh S. Benare, Deepak P. Mene, Sunil V. Amrutkar
In recent years, the food and beverage industry in India has viewed children and teenagers as a most important market force. As a result, children and teenagers are now the target of intense and specialized food marketing and advertising efforts. The market for children’s products and food is huge. Parents on the one hand have a hard time raising children the way they want to, while on the other hand, kids are being increasingly influenced by commercialism that often goes against what parents are trying to do. Food and drink marketing is a enormous and increasingly sophisticated industry and children are among its major targets. Advertisements and marketing of the food products on Television sets, the Internet and the mobile phones are being integrated with sponsorship agreements and product placement to maximize their impact.