In the bustling city of Navi Mumbai, where the food landscape is dominated by heavyweights like Domino’s, one man is carving out a niche with a fresh and affordable twist. Amit Singh, the founder of Adi’s Pizza, has traded his 15-year corporate career in media sales for the sizzling world of pizza. His journey from the glitz of Bollywood magazines to the aroma of freshly baked dough is nothing short of remarkable.

A leap from media to meals

In 2018, after spending 15 years in Mumbai’s dynamic corporate scene, Singh decided to pursue his passion for pizzas. Drawing inspiration from the American pizza giant Domino’s, he aimed to create a brand that combined international flavors with a distinct Indian twist.

“I worked with three to four corporates, majorly in the media and entertainment industry,” he recounted. “My journey started around 2008 with Star Dust Magazine, and later with the Hindu group and Lokmat.” His extensive experience in media equipped him with the skills necessary for branding and marketing, which he has adeptly applied to his new venture.

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Singh’s transition from media to food was driven by a passion for creating a value proposition. “Although major players like Domino’s inspired me, I learned from their models and scaled our operations accordingly. The idea was to provide a similar value at a much lower price,” he says.

However, launching Adi’s Pizza in 2018, Singh’s venture truly gained momentum post-Covid, with four outlets now operational in Navi Mumbai.

“The idea of launching a couple of stores has been phenomenal for us, especially since my background is in the corporate world.” Singh explains.

Diverse Offerings Beyond Pizza

Adi’s Pizza offers more than just pizzas. “We started with pizzas as our core recipe but have since incorporated a variety of items like burgers, pastas, garlic bread, mocktails, and desserts. There’s a complete range of products for any foodie,” says Singh.

Despite the competition, Singh is confident in his brand’s unique value proposition. ” Our price point is around INR 25 per product, making us one of the most affordable options. This has helped us gain repeat customers and maintain profitability. While the quality and price point, we offer have worked for us,” he emphasized.

Navigating Business Challenges

On asking why he chose Mumbai as the establishment, Singh said that managing operations in a city like Mumbai, where consumer preferences are diverse and value-conscious, presents its own pros and cons. Singh admitted, “Creating a value proposition for consumers has always been crucial. Our inspiration comes from major players like Domino’s, who have set a benchmark in this industry.” Adi’s Pizza sees an average order value of around INR 340, indicating a robust customer base that appreciates their offerings.

Meanwhile, talking from a consumer’s perspective, Singh noted that Mumbai has a mixed consumer base which gives a competitive edge, “There exists a diverse range of tastes and preferences among people at different times. While we operate in a competitive landscape, there’s ample room for growth and differentiation. Customers come to us seeking specific tastes and values, while also exploring other options over time. This dynamic creates opportunities for all brands, including ours, to evolve and thrive,” he said.

Customer Acquisition Strategies

When asked about their customer base, Singh is quick to highlight the universal appeal of pizza. “Pizza is loved by all age groups, but our primary demographic is between 18 to 28 years old. This group is more inclined towards fast food,” he says.

Currently, Adi’s Pizza relies heavily on both online and offline strategies for customer acquisition. “About 40% of our business comes from online platforms like Zomato and Swiggy, but we also focus on offline engagement. We open outlets every 8 to 10 kilometers to build brand recognition and leverage word-of-mouth marketing,” Singh says.

According to Singh, finding the right resources is crucial, while social media is a tool that helps making a brand. “You can’t do everything on your own; you need a team that shares your vision. Social media also plays a significant role in brand recognition,” Singh explains.

Singh also emphasizes the importance of maintaining consistent quality and operational efficiency. “We are integrating more technology into our operations, from procurement to inventory management, to ensure scalability and consistency,” he adds.

Being a bootstrapped company, looking ahead, the brand has no plans for seeking funds for investments. However, Singh plans to expand Adi’s Pizza beyond Navi Mumbai. “We are a bootstrap company, using customer revenue for expansion. Our next targets are Pune and further areas within Maharashtra,” he reveals.

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