In the 1990s, burgers were not very popular in India. Then came McDonald's, a company that created something so magical that we named our own company after it:
The Aloo Tikki Burger

The magic wasn't just its affordable price point or even its delightful taste.

The magic was in its understanding of India.

The aloo tikki (a simple potato patty) is not just part of the burger; it is a nuanced trigger in the mind of an Indian consumer. For over a century, the aloo tikki has been at the heart of Indian street food.
It conveys an instant understanding of what to expect from the experience—from the flavour to the casual fast-food vibe. It naturally suggests when to eat it and where it fits into your day.

"A between-meal snack that you can enjoy with your family, for almost every Indian."

The word-of-mouth of something so relatable yet novel spreads like wildfire, and McDonald's coupled this with a price point almost matching street food, creating phenomenal success. 
This understanding, insight and nuance is what atb is about. We are a company that exists to give you relevant and nuanced insights to create phenomenal success in India.