The kind of customers McDonald's attracts in India is very different from other countries. Research shows that in 2003, of 100 meals that people ate in a month, only three were eaten out. McDonald's introduced a 20 rupees (20p) burger called Aloo Tikki Burger, it was essentially the McDonald's version of street food. The price and the taste together, the value introduced, was a hit. It revolutionised the industry in India. Now eating out has gone up to 9-10 times per 100 meals and McDonald's in India has more than 320 million customers a year. There are still families with young children who frequent it. But diners also include many young people, aged between 19 and 30, with no kids.Adapting McDonald's for the uniquely Indian market was a big expense when he started but it has paid off in the long term.