New Delhi, Nov. 20 -- For long, western fast-food chains in India have bet on low prices and localized fare to grow in scale and scope.

They are increasingly now turning to premium bases and ingredients as competition from high-end gourmet pizza and burger brands shows that there are better profits to be harvested.

The move is also intended to expand clientele by bringing in new, more discerning consumers and upsell premium offerings to the regulars who come for the affordable fare.

In September, Jubilant FoodWorks Ltd which runs Domino's outlets across India launched sourdough pizzas starting at Rs.349 - this at a chain that offers pizzas at prices as low as Rs.49. Sourdough is naturally fermented dough without the use of yeast and th...