International Journal of Agriculture Extension and Social Development

author(s)
Muniganti Jahnavi, Sanjay Kumar Joshi and Hulas Pathak

abstract
Traditional food businesses preserve cultural heritage and provide consumers with authenticity and trust, yet modern lifestyles, global food trends, and digital platforms are reshaping their relevance. This study, conducted in Hyderabad and Secunderabad, Telangana, examined consumer awareness, perceptions, and the role of information sources in shaping traditional food consumption. Primary data were collected from 240 consumers across 12 randomly selected restaurants using a structured questionnaire, supported by secondary sources. Findings revealed that 78% of consumers were aware of traditional food, with generational knowledge, family influence, and heritage restaurants serving as key sources of awareness. Preferences leaned strongly toward non-vegetarian food (70.16%), particularly Hyderabadi cuisine, while Telangana cuisine showed broader appeal across food categories. Home-cooked meals (28.13%) were the most preferred mode of consumption, though restaurant dining and takeaways were also popular. Social media and YouTube emerged as leading digital platforms for awareness, but family and friends remained the most trusted sources of information. The results suggest that combining cultural heritage with digital visibility is vital for sustaining traditional food businesses in modern markets.