Daijiworld Media Network- New delhi 

New Delhi, Sep 3: For millions of urban Indians, ordering pizza, burgers, or fries at the tap of a phone has become a routine rather than a treat. Experts warn that this convenience-driven dependence on fast food is emerging as a behavioural addiction, with serious health implications. 

Dr Anu Mathew, consultant endocrinology at Fortis Hospital, Manesar, says while fast food addiction is not medically diagnosable like nicotine or alcohol dependence, its impact on the brain is similar. “Taste, easy availability at your doorstep, and no effort by self make fast food extremely comforting and difficult to give up,” she explains. 

The brain behind the cravings high-fat, high-sugar, and high-salt foods stimulate the brain’s dopamine reward pathways, reinforcing cravings like substances such as nicotine. This explains why fries or pizza are irresistible even when you’re not hungry. 

With food delivery apps offering 24x7 access, fast food is no longer a special-occasion treat. Stress, academic or work pressure, and limited cooking skills have pushed young Indians toward quick, calorie-dense options. Aggressive marketing, celebrity endorsements, and combo discounts further enhance the appeal of processed foods over home-cooked meals. A 2021 study by AIIMS and ICMR highlighted the role of marketing in shaping youth food choices. 

Metabolic & physical risks: Regular consumption increases risks of obesity, diabetes, dyslipidemia, fatty liver, and cardiovascular disease. 

Gut health & digestion: Processed foods alter gut microbiota, reducing diversity and causing metabolic dysfunction.  

Hormonal disorders: High sugar and fat diets exacerbate insulin resistance, fuelling PCOS and early-onset diabetes. 

Mental well-being: Poor nutrition is linked to stress, mood swings, and higher rates of depression. 

Dr Mathew notes that even seemingly healthy options like grilled wraps or salads often contain hidden sodium, oils, and preservatives. “Fast food should be treated as an occasional indulgence, not a staple,” she advises. 

Mindful eating: Plan meals and avoid impulsive late-night orders. 

Healthy swaps: Keep cut fruits, roasted chana, or makhana ready. 

Cooking skills: Quick 15-minute meals like poha, upma, or besan chilla can compete with fast food convenience.   

Stress management: Regular exercise and adequate sleep reduce emotional eating triggers. 

Balanced lifestyle: Discipline and a good work-life balance are key.   

Parents and schools can support by limiting junk food availability and promoting traditional, seasonal diets. 

Fast food addiction is as much about behaviour as it is about taste. While convenience and marketing have rewired eating habits, awareness, small lifestyle changes, and discipline can help young Indians reclaim healthier, sustainable diets.