Domino's boys to deliver ITC atta, spices apart from hot pizzas

A combo pack of ITC-owned Aashirvaad atta and spices including chili, coriander and turmeric powders will be available on Domino’s app.

The service will be available in Bengaluru first and will then be expanded to Noida, Mumbai, Kolkata, Chennai and Hyderabad.

In a first-of-its-kind partnership between a quick-service restaurant and a fast-moving consumer goods company, Jubilant FoodWorks, the master franchisee of the Domino’s brand in India, has tied up with ITC to deliver essential commodities at the consumers’ doorsteps.

The partnership aims to maximise the sales and distribution channels of both firms, while encouraging consumers to stay at home and receive essentials during the coronavirus disease (COVID-19) outbreak.

According to the firms, a combo pack of ITC-owned Aashirvaad atta (flour) and spices including chili, coriander and turmeric powders will be available on Domino’s app starting Thursday.

Buyers can order the items that have been listed under the Domino’s Essentials menu on the app.

While ITC will provide the items, Domino’s will deliver the products.

As of December 31, 2019, Domino’s had 1,325 restaurants in the country across 282 cities and towns.

The Aashirvaad brand of atta is worth Rs 4,500 crore for the company and is the market leader in the segment.

“Customers can order using the Domino’s App and their order will be delivered safely and hygienically using Zero Contact Delivery.

"We are happy to partner with ITC Foods for this initiative, enabling consumers to procure and receive certain essentials while staying safe at their homes,” said Pratik Pota, chief executive officer and whole-time director at Jubilant FoodWorks.

The service will be available in Bengaluru first and will then be expanded to Noida, Mumbai, Kolkata, Chennai and Hyderabad.

As part of its growth strategy, Jubilant FoodWorks has prioritised expanding geographical footprints, driving innovation, value for money and strengthening the brand offline and online.

In the third quarter of previous fiscal, Jubilant’s 14 per cent growth was primarily driven by a strong performance in delivery, especially online sales, which now contribute to 87 per cent of total delivery sales.

The Domino’s App saw 4.1 million downloads during the period.

On a cumulative basis, the Domino’s app has seen a download count of 12.7 million.

“We have redoubled our efforts to expand availability of food products by leveraging various avenues and channels that connect seamlessly with consumers.

"This valuable partnership with Domino’s during this pandemic will enable us to fulfill the rising demand for food products like Aashirvaad atta and spices,” said Hemant Malik, divisional chief executive of the foods division at ITC.

At the onset of the Covid-19 outbreak, ITC had focused on contingency and business continuity plans and has been producing and supplying essential items only.