Ashwin Jain Revolutionizing Pizza in India with InstaPizza

Pizza, an Italian delight that has captured the hearts of millions around the world, found its way into the bustling streets of India many years ago. Yet, for Ashwin Jain, a passionate lover of pizza, something was amiss. The conventional offerings in the market did not align with his vision of a pizza that resonated with the Indian palate. Fuelled by this desire for culinary innovation, Ashwin Jain, at the age of 36, joined forces with Sonali Saraogi Singh, 34, to embark on a journey that would redefine the pizza experience in India.

In August 2014, this dynamic duo launched InstaPizza, a pizza startup based in Gurugram, with the mission of providing “desi-fied, healthier, and more affordable” pizza options to the Indian consumer. Ashwin, Co-founder and Director of Insta Restaurants Pvt Ltd, which owns and operates InstaPizza, explains that the brand’s core philosophy is “India ka Pizza, India ki Values,” reflecting their commitment to embracing India’s traditions, values, diversity, and uniqueness in every aspect of their business.

A Pizza Spectrum Like No Other:

InstaPizza’s journey from its inception in 2014 to the present day has been one marked by innovation and a deep understanding of the pizza landscape in India. The startup boasts 14 micro-kitchens spread across Delhi and Punjab, employing a 160-member team. Over the years, InstaPizza has delivered a staggering five million pizzas and is poised for further expansion, with plans to open an additional 25 locations in the coming year. What sets InstaPizza apart is its diverse and unique pizza offerings, covering the entire spectrum of crusts. From New York Style Pepperoni Pizza to Monster Deep Dish, Thin Crust Specials, Chorizo Special, and even a healthy Ragi Crust Pizza, InstaPizza caters to every pizza lover’s cravings. Ashwin proudly asserts, “InstaPizza is the only company to cover the entire crust spectrum.”

InstaPizza’s journey to becoming the go-to homegrown pizza brand in India was made possible by a growing sense of pride in Indian brands and the rapid expansion of organized food delivery and quick-service restaurants (QSRs). Ashwin Jain attributes their success to this shifting landscape, which has allowed InstaPizza to resonate with Indian consumers as an authentic and innovative pizza brand. Ashwin Jain firmly believes that the dough is the foundation of a great pizza. “It is the starting point that is often overlooked but provides for the integrity of the entire product. It’s like the foundation of a house,” he explains. While neither Ashwin nor Sonali have formal culinary training, their journey to perfecting their pizza dough was a labor of love. They spent six months experimenting with various flours, yeasts, fermentation processes, and hydration levels, ultimately crafting a proprietary dough recipe after trying approximately 500 different variations.

InstaPizza made its debut in Gurugram’s Galleria Market in 2014, offering a wide array of pizzas that start at just Rs 95. Unlike many competitors, InstaPizza allows customers to order a single pizza, eliminating the need for multiple pizza orders. Ashwin emphasizes that even at this price point, the company uses 100 percent mozzarella cheese, ensuring a quality dining experience for customers. Ashwin Jain’s entrepreneurial journey has been marked by experimentation and adaptation. Alongside InstaPizza, the founders explored other ventures, including Two Moons by Instapizza, which offered frozen and ready-to-heat pizzas. While the product received positive feedback during sampling activities, the founders discovered a significant shift in consumer eating habits. With the rise of food delivery, the concept of stockpiling frozen food lost relevance. As a result, InstaPizza decided to exit the frozen pizza and institutional supply businesses.

With a sharpened focus on the InstaPizza QSR model and plans to open dine-in outlets in the near future, Ashwin Jain and his team are geared up for the journey ahead. InstaPizza recorded revenues of Rs 6 crore in FY17, which grew to Rs 12 crore in FY19. Although FY20 saw a slight dip due to the company’s strategic decisions, FY21 revenue projections stand at Rs 18 crore. To fuel their expansion plans, Ashwin recently raised Rs 10 crore from a group of NRI and HNI angels. By the end of 2020, the company aims to have 40 InstaPizza locations across NCR and Punjab, including dine-in outlets. Looking ahead, the founders plan to seek external funding in early 2021, with the goal of raising approximately Rs 35 crore to achieve 200-250 outlets by the same year.

Ashwin Jain’s entrepreneurial journey with InstaPizza is not just about crafting delectable pizzas; it’s a story of innovation, adaptation, and a deep understanding of the evolving Indian food landscape. As InstaPizza continues to cater to the diverse tastes of Indian consumers, Ashwin’s unwavering commitment to quality and authenticity will undoubtedly fuel the brand’s success for years to come.