Tapping Rajasthan and Mumbai after success in Gujarat
EDITOR’S SYNOPSIS:
- Vadilal’s ‘Garden Fresh Kerino Ras’ is of high quality and meets PFA (Prevention of Food Adulteration) Act specifications.
- Vadilal has been exporting its frozen mango milk shake to developed countries like the USA, UK, Canada, Germany and others.
- Vadilal branded mango products are sold in super stores and it is looking at making them available in more organised retail chains too
Vadilal’s two decades old branded Aamras, ‘Garden Fresh Kerino Ras’ is spreading its wings to Mumbai and Rajasthan as well as to non-resident Gujaratis (NRGs) globally after establishing a strong presence in Gujarat. The company is also one of the leading players in the branded mango pulp market nationally. Vadilal is exporting frozen mango pulp and mango milk shake to USA, Canada, Australia, New Zealand, UK, Germany, Netherlands, Saudi Arabia, Kuwait, Oman, Dubai and other countries.
Right from the selection of mangoes while buying them from farmers to the end product, either mango pulp or mango milk shake, Vadilal follows global quality norms. Vadilal’s mango products therefore also meet PFA (Prevention of Food Adulteration) Act specifications and do not use unhealthy colours. The other advantage of Vadilal’s branded mango products is that they are available throughout the year.
Elaborating on the mango business, Mr. Rajesh Gandhi, Managing Director, Vadilal Industries Ltd. said, “Our focus has always been to offer world-class products to our consumers. So, we strictly adhere to PFA norms, do not use any additives or colours and our production facilities are fully automated and meet the best hygiene standards. We are in the process of expanding our mango processing capacities from 100 tonnes to 150 tonnes per day at an investment of Rs. 10 crore due to increase in demand. Vadilal’s branded mango milk shake is now being sold in Mumbai and recently we have also introduced it in certain cities of Rajasthan.”
Vadilal is also active in the sale of mango pulp under the brand names of ‘Alphonso Mango Pulp’, ‘Kesar Mango pulp’ and ‘Totapuri Mango Pulp’ across India. Vadilal Industries Ltd is the only organised player in the branded aamras category, while it is one of the leading players in the branded mango pulp business.
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Mr. Devanshu Gandhi, Managing Director, Vadilal Industries Ltd. said, “Vadilal processes around 10,000 tonnes of mangoes and exports around 5,000 tonnes of mango pulp. We are focusing on increasing sales through more organised retail chains. Globally, there is an increase in demand for mango pulp. Mango pulp varieties sold by Vadilal are Kesar, Alphonso and Totapuri. Vadilal’s production facilities are ISO 9001:2008, ISO 22000: 2005, HACCP and APEDA certified.
Vadilal has carved a niche market for its Aamras and mango pulp products since 1991, having its own state-of-the-art manufacturing unit at Dharampur (South Gujarat) which is well-equipped with all modern laboratory & microbiological testing facilities.
About Vadilal Industries Ltd:
From a small outlet in Ahmedabad over 80 years back, Vadilal Industries Ltd has today emerged as India’s second largest ice cream player. The company is also one of the largest processed food players in India with significant exports of frozen vegetables, mango pulp & mango milk shake, ready-to-eat snacks, curries and breads. Vadilal’s aim is to become an Indian MNC in ice creams and frozen foods, and to provide products and services at an affordable price without compromising on quality.
Vadilal Industries has been doing well because of its strong brand identity, good product quality, timely supply and extensive reach. A major success factor has been its ability to cater to different market segments through multiple product ranges. Vadilal has the largest range of ice creams in the country with 150 plus flavours and they are sold in a variety of more than 250 packs and forms. The range includes cones, candies, bars, ice-lollies, small cups, big cups, family packs, and economy packs. It offers something for all tastes, preferences and budgets. Through the franchisee route, Vadilal has set up over 140 ‘Happinezz’ retail outlets for selling ice creams and new ones are coming up every month.
Vadilal entered the processed foods industry to optimise utilisation of its extensive cold chain network in the 1990s. It currently caters to the domestic and export markets with products such as frozen vegetables and ready to eat snacks, curries and breads. This business is poised for strong growth in the coming years owing to greater urbanisation within India and increasing demand for Indian food amongst developed regions like the USA and western Europe.