This report undertakes an in-depth and extensive environmental analysis of India as it seeks to ascertain whether it will be a viable market for Wimpy to establish a base in that market. Wimpy is brand name of a chain of fast foods hamburger restaurants that are based in the United Kingdom. The franchise has been a successful venture in many countries all over the world and this report seeks to determine whether the restaurant will appeal to the Indian market. India has been chosen as the most favorable destination for marketing this restaurant because with over 1.2 billion people, the country has an attitude of embracing change whilst adapting to new themes all the time. An environmental analysis was conducted on the country largely focusing on the following critical factors, economic and financial environment, cultural environment and lastly the political and legal environment. In evaluating the economic and financial environment, it was established that the Indian economy is underdeveloped and therefore the biggest hindrance to economic development is poverty. The unemployment rate in India has the highest change in the past two years with an increase of 0.1% from 9.3% in 2011 to 9.4% in 2012 and this may affect Wimpy as the increase in the unemployment rate affects the restaurant as the more people start losing their jobs, the lesser the business for the restaurant. An analysis of the cultural environment will follow as the nation is divided up into 28 states, which consist of seven union territories and where aspects that include language, religion and food vary from one state to the other. It was established that most Indians do not consume beef as it is against their religion. This will ultimately influence the marketing strategy to be used as the behavioural segmentation base will be used to segment the market by grouping people with similar tastes and the