—Malaysia is an integrated society of Malays,
Bumiputeras, Chinese and Indian Population, practicing Islam,
Buddhism, Christianity, Daoism, Hinduism, Sikhism and
Shamanism. Malaysian cuisine is a mixture of Thai, Indian,
Chinese and many other cultures. A close analysis reveals that
India and Malaysia are quite similar with respect to the
traditional values, tribal contributions and obvious food habits.
The historical migrations from India to Malaysia in the 19th
century and the geographical advantage of Malaysia has
resulted in similar eating habits and symphony of flavours. In
spite of the similarities Malaysian food is not well accepted by
the Chennai population. The facts of the Chennai dining
industry show that Chinese, American, European and Italian
cuisines are more popular in Chennai rather than Malaysian
cuisine. Therefore an attempt to derive a formula for success of
Malaysian restaurants in Chennai is undertaken in this
—Customer perception, India, Malaysia,
marketing strategies, restaurants.
Charlet Christina Rajakumari R. is with the Department of Commerce,
Madras Christian College, Chennai, Tamilnadu, India (e-mail:
Cite: Charlet Christina Rajakumari R., "Malaysian Cuisine - A Saleable Brand in Chennai," Journal of Economics, Business and Management vol. 3, no. 7, pp. 668-673, 2015.