After nearly a decade-long absence from India, Papa Johns is back. The US-based pizza chain, which exited the country in 2017 after struggling to crack the local market, has returned with a renewed strategy, big expansion plans and a menu designed to appeal to Indian tastes.
Operated by master franchisee PJP Foods India, a joint venture between UAE-based PJP Investments Group and Ambrosia QSR, the brand is opening its first four outlets in Bengaluru, with more cities on the horizon.
‘A Fresh Entry’
“We see this as a fresh market entry, not just a relaunch,” Tapan Vaidya, Group CEO of PJP Investments Group tells BW Businessworld. “India is a massive, fast-growing market and we’re committing seriously with plans of 650 restaurants over the next 10 years.”
Over the past two years, PJP Foods India has laid the groundwork: extensive research, establishing robust supply chains and sourcing high-quality ingredients that adhere to Papa Johns global promise of “Better Ingredients. Better Pizza.”
Unlike its previous attempt, which leaned heavily on US-centric offerings, the company’s India comeback is designed to resonate with local consumers. A menu created specifically for the Indian palate now features more vegetarian than non-vegetarian options— apparently something unprecedented in the global Papa Johns system.
The company plans to launch a total of seven outlets in Bengaluru this year, with that number expected to grow to 30 within the next 18-24 months.
Interestingly, Bengaluru, the launch city for India, is also getting its own signature offering: the Ghee Roast pizza, available in both chicken and paneer varieties, infused with roasted spices and ghee.
Quality and Affordability Focus
Vaidya says that the brand in India is not just about taste. It’s about accessibility. Pizzas range from Rs 149 for a regular Margherita to Rs 799 (without GST) for the premium large ‘All the Meats’ pizza.
“All our ingredients are sourced within India, but we prioritise best-in-class quality over mere proximity,” Vaidya explains. “We go where the best ingredients are produced, whether across different parts of the country or locally around Bengaluru. Quality is non-negotiable.”
A City First, Nation Next
The initial phase, Vaidya says, will focus on Bengaluru, with four restaurants opening immediately and three more planned by the end of the year. By next year, the company aims to operate 30 outlets in the city alone. Once the Bengaluru model proves successful, the expansion will accelerate to other metros, including Hyderabad, Chennai and Mumbai.
“Bengaluru is India’s startup and tech capital,” says Vaidya. “Consumers here are cosmopolitan, open to new brands, and discerning about quality, making it the ideal market to launch and test our proposition.”
Infrastructure Behind the Pizza
Behind the scenes, Papa Johns India has invested in a state-of-the-art Quality Control Centre (QCC) in Hennur, a 14,000 sq. ft. facility dedicated to preparing fresh dough, a signature product made from just six ingredients. The QCC, staffed by a team of 20, will work on ensuring consistent quality across all restaurants.
Over the next decade, the company expects to employ 13,000-15,000 people in India.
With secured private equity funding from PJP Investments and Ambrosia QSR, the venture is well-capitalised for its long-term ambitions, says Vaidya.
“While I can’t disclose the exact investment amount, all funding is secured and we have a solid runway to scale to 650 outlets, if not more, over the next 10 years,” he adds.
Learning from the Past
Papa Johns first foray into India faced challenges common to global QSR brands: cultural misalignment, pricing missteps and operational hurdles. This time, the approach is reportedly different. The menu has been localised, supply chains optimised, pricing competitive and expansion methodical.
“The biggest difference this time is the menu,” says Vaidya. “We’ve created offerings that reflect local tastes while maintaining global quality standards. Indian consumers have global aspirations, but their palate remains very Indian. We have learned from the past and this time we are prepared.”
Competitive Market
The Indian pizza market is competitve. Domino’s operates over 2,200 outlets, Pizza Hut has around 950 and newer players like Little Caesars are vying for market share. Yet Papa Johns India believes its focus on ingredient quality, affordability and a menu tailored to Indian tastes will carve a distinct niche.
The India pizza market is valued at USD 5.3 billion in 2024 and is projected to grow to USD 11.8 billion by 2033, at a CAGR of 9.24 per cent between 2025 and 2033, as per IMARC Group's analysis.
“With strong product quality and accessible pricing, we’re confident about success in India this time,” says Vaidya. |
