Domino’s eyes small towns

The company also is also going ahead with an aggressive brand building exercise, including increased spending on marketing and special offers, as it seeks a bigger pie in the estimated Rs 1,000-crore Indian pizza market.

The Indian pizza market is of around Rs 1,000 crore. The home delivery segment consists of around half of it and Domino’s claims a 65 per cent share in the segment.

In terms of top global markets for Domino’s, India is currently ranked at ninth position.

Domino’s currently has 19 pizza variants in the Indian market, besides five non-pizza items, including choco lava cakes and pasta which were introduced last year.

The company will be undertaking a major brand building exercise which will include substantial use of advertising, besides special offers.

Bhartia Group-promoted Jubilant Foodworks is the Indian master franchise for Domino’s Pizza. Earlier this year, the company went for an IPO in India, becoming only the fourth subsidiary outside the USA where the brand is listed.