The world’s largest pizza brand, Domino’s, is combating high inflation in India by offering the world’s cheapest pizza. Priced at 49 rupees, this seven-inch cheese pizza is part of the company’s strategy to retain customers amidst rising prices, as per a Reuters reports.

Domino’s, like other global fast-food giants such as Pizza Hut and Burger King, is adjusting its tactics to weather the inflation storm in India. The companies are hoping that low-price offers will attract customers who might order more add-ons or upgrade.

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Despite the challenging economic conditions, the companies are optimistic about the potential of India’s fast-food market. For instance, Pizza Hut is promoting pizzas starting at 79 rupees ($0.96), which it launched last year and is the brand’s lowest-priced globally. Similarly, McDonald’s launched half-price meals in June.

However, the companies are facing stiff competition from local food joints and street food culture, which offer meals at much lower prices. Despite the challenges, the fast-food industry is expected to grow, albeit at a slower pace, with the pizza, burger, and chicken restaurant market estimated to grow around 15% a year until 2027.

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