IPL continues to drive growth in deliveries for restaurants

The IPL's importance has grown for restaurant chains, which have struggled with tepid demand

- Suneera Tandon & Varuni Khosla

The just-ended 18th season of the Indian Premier League (IPL) continued to drive growth for restaurants, especially those doing deliveries.

The eateries business grew by up to 20% as late evening matches kept the order tap flowing.

With record viewership annually, the boom was in line with growth seen during previous editions.

The importance of the IPL has only grown for restaurant chains, especially as they have struggled with tepid demand in the December quarter and the early part of the March quarter.

The Twenty20 cricket tourney began on 22 March and ended on 3 June.

Jasper Reid, entrepreneur and founder of International Market Management Ltd (IMM), a London-based firm that brings international consumer brands to India and operates Jamie's Italian and Jamie's Pizzeria in the country, said IPL continues to be a valuable part of their delivery marketing playbook.