American pizza giant Papa John’s International is preparing to make a comeback in India by October, with plans to launch 650 outlets across the country over the next decade.

The company, which ranks as the world’s third-largest pizza delivery brand, had exited the Indian market in 2017 after struggling to gain traction. Its re-entry follows U.S. rival Little Caesars, which began operations in India earlier this year with a more modest goal of 100 outlets by 2030.

The first Papa John’s store will debut in Bengaluru, according to Vish Narain, managing partner at Pulsar Capital. Pulsar Capital, an India-based investment firm, along with UAE’s PJP Investments Group, will serve as the brand’s joint master franchise partners in India.

Papa John’s had first hinted at its return in April 2023, calling India a “complex but promising market.” However, the move comes at a time when quick-service restaurants are witnessing pressure on sales, with urban consumers cutting back on spending amid slow income growth and fierce competition.

Pizza Hut’s franchise operator Devyani International has been shutting down weaker outlets, while Sapphire Foods, another franchisee, has been cautious in expanding. Meanwhile, Domino’s dominates the sector with over 2,200 outlets, followed by Pizza Hut with around 950. Smaller premium chains such as Pizza Bakery and PizzaExpress are also vying for the same consumer base.

Despite the challenges, Papa John’s is betting on India’s long-term potential. “The fast-food market here is far from saturated and still has years of growth ahead,” Narain said, comparing the opportunity to other multinational consumer brands that continue to invest in India, from Hindustan Unilever to Heineken.

The chain also intends to adapt its offerings for Indian taste preferences while keeping its signature pizzas on the menu. Competitors such as Domino’s, KFC, and Subway have already localized their menus with items like chicken tikka pizzas, paneer burgers, and aloo patties.

Papa John’s now hopes its mix of global flavors and regional customizations will help it win over India’s 1.4 billion-strong market.