Jubilant FoodWorks Limited, a Jubilant Bhartia Group Company holds the Master

Franchisee Rights for Domino's Pizza for India, Nepal, Sri Lanka and Bangladesh. The
company has been listed on the Indian bourses recently. Prior to Sep 24, 2009, the
company was known as Domino's Pizza India Limited and underwent a name change,
rest of the terms remaining the same. The promoters of the company are Mr. Shyam S
Bhartia, Mr. Hari S Bhartia and Jubilant Enpro Private Ltd. Domino's Pizza opened its
first store in India in January 1996, at New Delhi. Today Domino's Pizza India has grown
into a countrywide network of more than 300 stores with a team of over 9,000 people.
According to the India Retail Report 2009, we were the largest Pizza chain in India and
the fastest growing multinational fast food chain between 2006-2007 and 2008-2009 in
terms of number of stores.

Over the period since 1996, Domino's Pizza India has remained focused on delivering
great tasting Pizzas and sides, superior quality, exceptional customer service and value
for money offerings. We have endeavored to establish a reputation for being a home
delivery specialist capable of delivering pizzas within 30 minutes or else FREE to a
community of loyal consumers from all our stores around the country.

Domino's vision is focused on " Exceptional people on a mission to be the best pizza
delivery company in the world! ". We are committed to bringing fun, happiness and
convenience to lives of our consumers by delivering delicious pizzas to their doorstep
and our efforts are aimed at fulfilling this commitment towards a large and ever-growing
customer base.

Domino's constantly strives to develop products that suit the tastes of our consumers and
hence delighting them. Domino's believes strongly in the strategy of 'Think global and act
local'. Thus, time and again we have been innovating with delicious new products such as
crusts, toppings and flavours suitable to the taste buds of Indian Consumers. Further
providing value for money and affordable products to our consumers has been an
important part of our efforts. Our initiatives such as Fun Meal and Pizza Mania have been
extremely popular with consumers looking for an affordable and value for money meal
option.

Our Brand Positioning of Khushiyon ki Home Delivery (Happiness Home delivered) is

the emotional benefit we offer to our consumers. All our efforts, whether it is a new
innovative and delicious product, offering consumers value for money deals, great
service, country wide presence or delivery in 30 minutes or free are all oriented towards
delivering happiness to the homes of our consumers.

Consumers can order their pizzas by calling the single Happiness Hotline number 1800-
111-123 (in most cities of Domino's Pizzas Presence) and 44448888 (in NCR, Mumbai
and Bangalore)
Not every company that decides to enter India is successful. Foreign companies can often
pay a heavy price if they don’t get their tactics right especially in the beginning. The
margin of error is even lesser in the case of a fast food company. A multi ethnic country
like India which is a melting pot of different religions and cultures invariably leading to
different tastes and food taboos proves a challenge to every company that wants to sell
fast food here. However, one company that has got its tactics right in this very
competitive sector is the American pizza giant Domino’s.

The challenge for Domino’s when it entered India was to establish itself
along with its traditional rival Pizza Hut. Since they began both have done
well but Domino’s has done just a little bit better. In the coming years as
things stand Domino’s looks in great shape to become the number one
player in India’s fast growing pizza industry.

Already having set up more than two hundred stores in every major metro in the country
Domino’s is on the right track towards making India one of its prime revenue
destinations.

When entering the country Domino’s faced the same challenges as mentioned earlier.It
wasn’t the brand name alone that it could count on towards becoming a prime player.

A lot of effort has gone into Domino’s marketing. Its ad campaigns have constantly
evolved from establishing its name to emphasizing the taste of its products. Many have
been aimed at publicizing newer products.

The one theme however that has stood out with Domino’s’ Indian story has been the
critical pricing model it has followed. Domino’s has relied heavily on its 3 tier menu
with pizza’s available for every class of the Indian society. Consequently there are ultra
low cost pizzas, medium prized pizzas and relatively higher prized ones.
Like its rival Pizza Hut, Domino’s has also devoted a significant part of it’s time in
developing a pan-Indian menu.It’s also concentrated its efforts on building a
vegetarian menu which it treats with the same intensity as the non vegetarian menu.

Where it however scores over its rival is in the pricing aspect and it’s an important
feature which will hold Domino’s in good stead over a long period of time.Pizza Hut
has been extremely reluctant to reduce the prices of its products.

The future will see both giants battling it out by catering to the Indian taste. More pan
Indian menus are expected to be released. On the marketing front, the clear leader
happens to be Domino’s which has formed exclusive partnerships to set up its stores in
upcoming malls and industrial campuses.Its ads are repeated more times as compared to
Pizza Hut which uses its own campaigns only to draw attention to newer products.

The future holds great promise for Domino’s but it

mustn’t forget the presence of other chains. Apart
from its premier rival Pizza Hut, the old warhorse
Pizza Corner and a new challenger Smokin’ Joe's
have been making steady headways into the Indian
market.
Food Industry Last Updated: December 2010

According to a report published by market research firm RNCOS in April 2010, titled
‘Indian Food and Drinks Market: Emerging Opportunities’ the Indian food and beverages
market is expanding rapidly and is projected to grow at a compound annual growth rate
(CAGR) of about 7.5 per cent during 2009-13 and would touch US$ 330 billion by 2013.

The food retail industry, currently at US$ 70 billion is predicted to grow more than
double to US$ 150 billion by 2025, according to KPMG, a global audit and advisory
firm. India’s food retail industry is poised for exponential growth. With the evolution of
innovative food processing capacity and the emergence of organized retail, change in
consumption patterns along with fast changing demographics and habits is fuelling the
next growth trajectory for the food industry in India.

The Indian fast food market is growing at an annual rate of 25-30 per cent, according to a
report published by market research firm RNCOS in September 2010, titled ‘Indian Fast
Food Market Analysis’. Foreign fast food chains are aggressively increasing their
presence in the country. For instance, Domino’s has planned to open 60-65 outlets every
year for the next three years (2010-2012) while Yum Brands Inc is also preparing for
massive expansion across the country with plans to open 1000 fast food outlets by 2015.
India's retail revolution

Cheese (paneer) is ubiquitous in India's northern cuisine. Tomatoes and all kinds of
sauces are prevalent everywhere. Combine these ingredients into one gooey, oily, tasty
dish that you can eat with your hands - as Indians traditionally do - and you have a hit.

It's estimated that 80% of Indians are vegetarians, so pizza suits that Indian cultural
aspect too. Both chains are scrupulous about keeping "veg" from "non-veg" in their
kitchens and invite people in to see the separate prep areas. There are even pizza options
for India's 5.2 million Jains, followers of a religion that prohibits eating onions or garlic.
And stores in heavily Muslim areas don't offer pepperoni.
DOMINO’S ON A ROLL WITH 274 STORES IN 55 CITIES

WhenDomino's entered India in 1995, Pizza was quite low on the taste palate of Indians.
Fourteen years and 274 stores later, brand Dominos seems to be on aroll, having not only
made pizzas popular with the country's burgeoning middle class, but also the brand
omnipresent. In an interview with Amit Sharma, Domino's Pizza India VP, marketing,
Dev Amritesh, shares the brand's India journey and the company's plans for India.
Excerpts:

From being a foreign snack to being a meal option, how has Domino’s shaped
Indian consumers’ perception of the pizza?

We have constantly focused on consumer-centric areas such as product innovation, taste,

pricing and customer service. Our several products innovations such as Double Cheese
Crunch Pizza, Kebab Pizzas, Cheese Burst Pizza, Domino’s Calzone, Chicken Wings
amongst others, and most recently Pasta, have gone down well with the consumers. As
the result, we have been able to get quick product acceptance from them and often that is
the first and most important bridge that a foreign food category has to cross. On the other
hand, offers like, Pizza Mania at Rs 35/- per Pizza and Fun Meal for 4 has helped us drive
value-formoney proposition allowing access tothe brand . We have realised that value for
money is an extremely important need for Indian consumers, especially in the context of
the food services market. Then our 30 minutes or free service guarantee gives a
differentiated edge to our brand amongst the Indian consumers.

Where does the brand Domino's stand in India and what is the strategy to take it to
the next level?

Domino’s Pizza has a widespread presence through a network of 274 stores, spread
across 55 cities in 20 states. Further, our thirty minutes or free promise helps us reinforce
our position within the delivery market. It’s no surprise then, we are the leaders in the
organised pizza home delivery segment, with a market share of 65%, according to the
Food Franchising Report 2009. Now, we seek to increase our penetration through new
store openings in existing cities where we operate stores. The Technopak Report 2009
estimates that only 2% of the monthly expenditure on food bought from outside or
ordered-in by households in India is spent on pizzas and pastas on a monthly basis. We
see that as a opportunity to capitalise on low penetration.

How much of a challenge has it been to market a pizza brand in India?

Over the last two years, our sales revenue has grown by more than 100%. Also, the
average same store growth in the last three fiscals has been around 16%. Our initiatives in
the area of brand building, product innovation and penetration coupled with the changing
demographics in the country have helped. Some of the factors that have driven growths
and perception of Pizzas as a meal option have been changing lifestyles, rising incomes,
especially amongst youth, growing middle class and nuclear families and increase in
working women population. So, while there are challenges in every market, the manner
in which brands overcome them is what matters.

How different are Indian consumers from their Western counterparts? How has
Domino's faced the challenges in food home delivery to the Indian consumer?

With global exposure and changing demographics, Indian consumers are not very
different in terms of their expectations from service brands. The key for us is to have an
engaged, trained and motivated team that can help us overcome any day-to-day
challenges that might arise. Our operations have been ranked number 1 in the Domino’s
Global Operations amongst countries with 100 or more stores in 2006 and 2007 and
amongst top 3 in 2008. One of the reasons for this has been our robust training
programme, which covers every aspect of our store operations. We are developing new
training mechanisms and practices such as automated video training manual for our
employees to further improve our training efficacy.

Most food & beverages MNCs are increasingly looking at affordability plank to
push their brands? How has Domino's reacted to it?

Affordability is one of the important pillars for the Dominos brand. It goes aptly with the
functional benefits that we provide our consumers. Affordability apart, great taste and
world class customer service are the other important pillars of our brand. In India, for a
brand that has aspiration to cut across consumer segments, affordability is critical. That
said, it is still one of the aspects ofbrand building, not the most important tool to create a
strong brand.