India’s pizza revolution: From exotic flavours to digital kitchens
Pizza may have originated in Italy and flourished in the United States, but in 2025, India is turning heads in the global pizza arena. What was once seen as a Western novelty is now a booming and distinctly localised business in the country, with fusion flavours, gourmet twists and technological innovation at its core.
Globally, pizza consumption is reaching new heights. It may come as a surprise to many that Norway now tops the list of per capita pizza consumers in 2025, with a staggering 11.4 kilograms eaten per person per year. While India may not come close to that figure yet—with the average Indian ordering pizza just three times a year—the country’s massive population and rapidly evolving food culture make it one of the most promising pizza markets on the planet. Valued between €1 billion and €1.1 billion, India’s pizza segment within the broader €5.5 billion food services industry is projected to grow at 9.2% annually through to 2033. Urban centres such as New Delhi are leading the charge, with weekend orders surging via aggregator apps like Swiggy and Zomato.
Flavours of the nation: Local palates, global format
What sets the Indian pizza market apart is its unique embrace of local flavours. Forget pepperoni or anchovies—Indian pizzas come topped with paneer tikka, tandoori chicken, corn, onions and spiced masalas. The combination of Italian technique and Indian taste has proven irresistible, spawning an entire generation of “desi pizzas” that cater to local cravings. Thin crusts and cheese bursts remain popular in major cities, but there’s rising interest in whole-wheat, gluten-free and millet-based bases, especially among health-conscious consumers in metros like Delhi, Mumbai and Bangalore.
Price also plays a decisive role in the Indian market. Around 35% of pizzas sold are priced between ₹100 and ₹200 (roughly €1.10 to €2.20), keeping them affordable for a broad segment of consumers. Meanwhile, premium options priced above ₹300 (around €3.30) are gaining ground among middle- and upper-income customers, especially in urban centres. Artisan pizzerias are elevating the experience with handmade dough, exotic toppings and locally sourced ingredients, making room for both street-style slices and gourmet indulgences in the same market.
This appetite for diversity has also fuelled regional innovation. From Goan chorizo-inspired pizzas to those topped with Chettinad chicken or mustard-marinated fish from Kolkata, pizzerias are diving into India’s culinary heritage and serving it up by the slice. Whether it’s a fiery creation from a neighbourhood shop or a meticulously plated dish from an upscale outlet, pizza in India is now a canvas for creativity.
Big players and cloud kitchens
Domino’s reigns supreme in India, operating over 2,170 outlets and capturing nearly half the market, thanks to its aggressive digital strategy and rapid expansion into tier-2 and tier-3 cities. Pizza Hut follows with 800–920 locations and about 25% market share, while local chain La Pino’z is rapidly catching up, now commanding 6–7% and rising. Smokin’ Joe’s and other regional brands make up about 30% of the market, bolstered by the growth of delivery platforms and cloud kitchens.
Cloud kitchens, in fact, are reshaping the industry. These delivery-only operations focus on efficiency and speed, enabling new brands to scale quickly without heavy investment in physical outlets. Chains like Oven Story and homegrown names such as Instapizza, Baking Bad and Leo’s are leveraging this model to reach more customers while offering high-quality, made-to-order pizzas.
Technology is another key ingredient in India’s pizza evolution. From AI-optimised ovens to automated order management and drone deliveries in select areas, digital transformation is touching every aspect of the pizza lifecycle. With 73% of Domino’s orders placed online, the trend is clear: pizza in India is as much about convenience and tech as it is about taste.
As 2025 unfolds, India’s pizza market shows no signs of cooling. Blending innovation with tradition, and global influences with regional flair, the country is reimagining what a pizza can be. And for consumers across India, that means more choices, more flavour, and more reasons than ever to grab a slice.
Image credit: Shourav Sheikh – Unsplash
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