Themes: Marketing Mix
Period : 1996-2001
Organization : Domino's Pizza Hut
Pub Date : 2002
Countries : India
Industry : Food, Beverages & Tobacco
- Pankaj Batra, Marketing Director, Tricon Restaurants, India.
- Hari Bhartia, Co-Chairman, Domino's Pizza India.
Until 1996, Pizza in India was synonymous only a bready dough base slathered with some ketchup. Since 1996, there was a proliferation of 'high-priced branded' pizzas in the market, with the entry of international pizza chains.
Domino's and Pizza Hut expanded their market ever since they entered India. Domino's had grown from one outlet in 1996, to 101 outlets in April 2001. Pizza Hut too, which began with just a single outlet in 1996 had 19 outlets in 2001.
Domino's entered India in 1996 through a franchise agreement with Vam Bhartia Corp.3 The first outlet was opened in Delhi. With the overwhelming success of the first outlet, the company opened another outlet in Delhi. By 2000, Domino's had a presence in all the major cities and towns in India. Pizza Hut entered India in June 1996 with its first outlet in Delhi.
1] By 2000, Domino's had more than 6000 stores in the US and internationally.
2] Pizza Hut was a unit of Tricon Global Restaurants (Tricon) which included Kentucky Fried Chicken and Taco Bell.
3] Promoted by Bhartia brothers - Shyam and Hari - better known for chemicals and fertilizers.