Pizza Has Potential

One of the fast food products which have great market potential among the urban Indian consumers is the pizza. Especially in post-modern urban India with its huge number of nuclear families with busy working couples, where room for cooking time is not much, pizza can be a nutritious and filling option, which can be had without much hassle, in fact sometimes even through a telephone call or through a click of the mouse.

- Swarnendu Biswas

The impressive growth in disposable incomes during the last two decades in select but sizeable pockets of urban Indian society, along with huge numbers of nuclear families with working couples in the post-modern urban India have given an impetus to the demand for pizzas in India during the recent years. According to a market research report by Netscribes, titled Pizza Market in India 2015, which was published in April 2015, the demand for pizza in India is driven by a gradual increase in disposable income of Indian consumers, coupled with a burgeoning young population segment in India with growing preference towards pizzas.

The change in lifestyle and eating habits due to influences of globalisation in urban India during the last two decades has also contributed towards India’s love for pizzas — a love which doesn’t seem to be confined to the younger generations, and a love which doesn’t seem to wane too soon in the near future.

Pizza, whose origins are uncertain but which was consumed by the ancient Greeks and Persians, and which was made famous by Italy and popular around the world by the US-based QSR giants, came to India in a big way about two decades ago, in 1996. Since then this fast food which can act as a snack for a group and as a tasty meal for an individual, has caught the fancy of a sizeable section of urban Indians.