‘Dates with Honey’ or ‘Pinaorange Fantasy’? Both are within reach this summer, courtesy Amul and Vadilal, the country’s leading ice cream makers who are trying hard to beat the competition heat.
They are the latest innovations in the Rs 800 crore branded ice cream market, which is growing at 15 per cent annually.
And Amul and Vadilal are certainly not alone. Take Havmor, a leading chain, which is planning to launch “designer ice creams” exclusively for weddings – a first in India. And Vadilal is concentrating on candies and fancy-shaped products this season.
Rajesh Gandhi, managing director, Vadilal Industries, says the company has purchased three candy lines for this purpose.
The ice cream companies are clearly banking on novelties to break out of the clutter in a crowded market place. The Rs 8000 crore Gujarat Cooperative Milk Marketing Federation Ltd, (GCMMF)’s Amul plans to add 1000 “Scooping Parlours” by the end of the year. RS Sodhi, Chief General Manager GCMMF Ltd (Amul)., says “ the main aim is to provide customised flavour to consumers, while maintaining the real milk and real ice cream flavour of Amul. We have to keep the customers guessing under our initiative ‘Debut of the Month’”.
Amul became a market leader in the two-litre takeaway home offer last year and Sodhi says that these packs are giving very good volumes. Amul currently distributes ice cream through 70,000 outlets spread across the nation.
The company has many more aces up its sleeve: A new range under the Swirl sub-brand, two new flavours under ‘Sundae Surprise’ in 750 ml take away packs and jumbo cups (130ml) in five different flavours.
On its part, Havmor plans to add low-fat ice creams to its ‘health portfolio’ led by sugar-free products. The company is planning to start 50 franchised ice cream parlours and fast food joints in Gujarat, Maharashtra and Rajasthan along with two new restaurants.
“We are also putting up another state-of-art ice cream plants at GIDC, Naroda to meet the demand,” says Pradeep Chona, chairman, Havmor.
Mother Dairy, the biggest supplier of milk in Delhi and the national capital region, is focusing on attractive packaging as it wants to focus on youth. “We will strengthen the Impulse and Take Home Category and widen the offerings under the Chillz brand,” says a spokesperson from Mother Dairy. The company may also increase its mobile parlours to reach out to more customers.
Vadilal says while exotic flavours will be a priority, the focus this season will be on manufacturing hygienic products through automation. The company has invested Rs 50 crore for expansion recently.” We will have 100 more Happinezz parlours this year,” Vadilal’s Gandhi says.The company is expecting 30 per cent sales growth over last year.
Gandhi says health orientation will be a key issue as there is more focus on low calorie, cholesterol and sugar-free ice creams – a segment where Amul with its pro-biotic ice creams launched last year led the way.
