“Three years ago, Rubina Qureshi, a sprightly commerce student from a well-to-do family in Mumbai, defied her dad when she started working at McDonald’s. That was the first time 21-year-old Qureshi, who usually wears long kurtis over jeans, tucked her shirt in to her trousers. “My father is conservative and he refused to talk to me for a year about my work,” says Qureshi, who quickly climbed up the ranks from crew member to floor manager.