The Indian pizza market is worth approximately Rs 1,300-1,400 crore out of the Rs 8,000 crore organised food sector of India, as per Euromonitor data last year. Domino’s enjoys 54 per cent share of the pizza market, and 70 per cent share if you look at the organised home delivery space.
We are operating at the premium level of the market, while Teacher’s Highland Cream is actually at the top end of the pecking order. We are playing up the inspirational value. We believe in offering the best and not necessarily at the least price, and that has been our effort; we have been very true to our quality. The consistent quality in the spirits, especially the Scotch, is the key to our success. Yes, Teacher’s has had its share of challenges, but has never compromised on its quality.