Khushiyon ki home delivery

As inflation soars and the economy slows, even pizza retailers in India are recasting their strategies to lure and hold customers.Home delivery retail chain Domino’s Pizza India Ltd has introduced pizzas that start at Rs35, besides repositioning its brand through a new tag line it plans to launch soon.“In the last two-three months, discretionary expenses have gone down due to inflationary pressure. (So) we want to be seen as an affordable and value for money brand,” said Dev Amritesh, the company’s senior vice-president of marketing. “It should not be out of reach for the people.” “We are evolving the brand proposition by giving it an emotional touch. The Hungry kya tag line was more about functionality, while the new tag line -Khushiyon ki home delivery is about connecting with consumers emotionally.”

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