No non-vegetarian products will be served at Dominos outlets during Navratri this year. That is about 500 Domino’s Pizza outlets across North, Central, and West of India. The occasion is Navratri, which means nine nights in Sanskrit, when millions of Hindus fast and pray and so Dominos will go vegetarian for these nine days next month.
Hindus who follow Navratri strictly avoid non-vegetarian food. The northern and western regions of the country follow it very religiously. Starting on the 1st of October this year, the nine-day period has always seen massive drop in consumption of non-veg products in India.
Dominos has over 1,000 stores in 250 cities in India and that makes India the second largest market for Domino’s outside the United States. Dominos also has a 70% of the market share in India as it is one of the largest pizza brands in the nation.
“Consumption of non-vegetarian food reduces significantly during this time. This move is an acknowledgement that though we are a global brand, we are conscious about consumer needs. It’s about making a statement to consumers,” Domino’s Pizza India President, Dev Amritesh, told Economic Times.
Dominos hopes to increase the sale of its products in India which has seen a downfall year after year during the period between April and June.
