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Domino's India launches range of Pasta
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Tuesday, 18 August, 2009, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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 Domino's Pizza India Ltd, one of the leading Pizza chains in India, has announced the launch of its latest delicious Pasta. The company claims that - like the pizzas, the Pasta too will be delivered to home in less than 30 minutes, else will be given for free.
Speaking on the launch, Ajay Kaul, CEO - Indian Subcontinent, Domino's India said, "Domino's Pasta is the result of our consistent efforts to come up with delicious products to delight our consumers. After a thorough product development and product testing exercise, we will offer delicious Pasta at a really affordable price point. Enjoying delicious Pasta would not be heavy on the pocket anymore. I am confident the new range will delight our community of customers."
The range of Pasta will be available in Tangy Red (Tomato based) and Cheesy White (Cheesy white sauce based) variant, in both vegetarian and non-veg. "We have been growing at around 40 to 45% over last 3-4 years and we believe that the addition of Pasta will help us in maintaining our growth rates," Kaul added.
According to a company statement, Domino's has allotted a campaign budget of Rs 6 crore for Pasta launch. The price of vegetarian and non-veg Pastas is Rs 69 and Rs 79 respectively. Dev Amritesh, senior vice president - marketing, Domino's India said, "Pasta today is a niche category and has remained so since a long time as no other organised player has focused on it. Pasta is not available easily and is perceived to be expensive. Additionally, there are no options today for customers who seek home delivery of pasta. This is the need gap that we are trying to fill with the launch of our pasta. We have a delicious product to offer at customers door step in 30 minutes. Our pricing is very affordable and also have very exciting introductory offer for consumers to try the new product. Our wide network of 270 stores in 58 cities will make Pasta more accessible and popular. "
There is an ongoing introductory offer of veg pasta for Rs 39 - if ordered along with pizza and coke/garlic bread. At present, Dominos Pizza India Ltd has a network of over 270 stores in India.
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