In the land of tandoori rotis and masala dosas, does Italian food have any place? Yes, says the statistics. The pizza industry is really sizzling with hectic activity. The 150 Cr industry growing at an annual rate of 50% is expanding at a frantic pace. Organized food service is characterized by a chain of outlets using a uniform brand identity across all outlets, centralized procurement of supplies, focus on quality, standardization and safety from supplier’s uniformity in product menus across outlets, uniform taste, existence of strong controls and the use of technology.
Indian taste buds are demanding more and pizza industry – one of the most intensive industry is all gearing on. People across the country are consuming over three million pizzas a month currently, and the monthly sales figures are projected to double in the next four years. According to industry data, of the total branded quick service restaurant market of over Rs 1,200 crore, the pizza chains contribute around 50 per cent of the sales.
Food diversity in India is implicit characteristic of India’s diversified culture consisting of different regions & states within. Traditionally Indian like to have home cooked meals – a concept supported religiously as well as individual. However with time due to increase awareness and influence of western culture. There is a shift in food consumption patterns among urban Indian families. Social economic change attitude of middlemen. It started eating out and moved to accepting a wide variety of delicacies from world over. Consequently post 1990’s saw many international food chains entering into the country. Liberalization of Indian economy in early 1990 and subsequent entry of new players set a significant change in lifestyle and food taste of Indian. Pizza as a food item as a gained acceptance of Indian palate after multinationals fast food players rapid the basic Indian food requirements viz. veg meals and selected non veg meals options. Importantly, customers now are more discerning and demanding. And they want to experiment with the money they spend. They look a new endeavor and experiences and it has become a challenge for pizza industry to keep them to a particular eat out. Eating out has become more of a convenience rather than fashion now a day. In case of no domestic help most people in the city prefer eating out. Keeping in mind all these factors, the pizza industry is likely to stay robust for long period. It is driven by consumer increased propensity to consume food away from home, increased economic propensity of target segment and robust development of food distribution infrastructure. The target segment of Indian class equals total population of many pizza eating countries. The major players are dominos, Pizza India Ltd and Tricon restaurant (which owns dominos pizza and pizza hut chains) are silently rejoicing the exponential growth. Apart from local adulteration practices - plenty of chili flakes, ketchup, and other condiments - these pizzas at Domino's and Pizza Hut taste the same as in the U.S. What's different is the intensity of the competition. Pizza Hut has 134 locations across India (and 13,000 worldwide); Domino's, 149 (8,500). Both are adding about 50 stores a year .
The pizza industry post 1990’s with the entry of pizza hut in 1995 brought the concept of branded fast food in India. It brought in a niche segment which at first was more of a exquisite Italian cuisine for Indians who had previously not been exposed to it. It became a symbol of social stature. The ever increasing youth population and the increase in disposable incomes added to the robust growth of the pizza industry. The market presented a huge opportunity for the major players who even bent backwards to serve the large Indian consumer market by offering special localized offerings...
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