Ajay Kaul, chief executive officer of Jubilant FoodWorks ltd (JFl), spoke of Domino’s Pizza India which was set up in 1995 and today has around 29,000 employees all over the country. Addressing a function organised by Jamshedpur Management Association, he said, “When you build up a business from scratch you need to pay attention to all aspects. The company has learnt from its experiences in the initial years in the areas of capacity expansion, site selections, cash flow management, supply chain management, and people matters. Today, the strategy is decided keeping the store in focus since this is where the execution of the strategy takes place.
The company has the “30 minutes or free” campaign which means, if the pizza is not delivered in 30 minutes, it will be given free. The company does not follow the policy of sub - franchising and has its own supply chain network. Apart from home delivery, the stores also provide eating facilities and around 50% of the business comes from this. Kaul added that the company had to create a mix of value and affordability in pricing its products. These strategies have helped in the company achieving the dominant market share it has today.
Kaul is a B.Tech from IIT Delhi and MBA from XlRI Jamshedpur. He has distinguished himself over a career spanning 25 years in the corporate world. Having handled a range of business leadership roles, he has played a key role in the success of organizations and made impactful contributions to the stakeholders and society at large, thus enhancing the reputations of his alma mater XlRI Jamshedpur and IIT Delhi.
Under Kaul’s leadership, JFl has become more than 1700+ crore turnover corporation and is India’s largest Food Service Company, with a network of 772 Domino’s Pizza Restaurants, across 158 cities (as of 6th August, 2014). During these years Domino’s has steadily increased its market share, attaining leadership position with over 70% market share in the organized Pizza sector in India (as per Euro Monitor Report 2014).