People in Delhi love Natural Ice Cream so much that many of
them get it specially packed in order to bring it on the flight from Mumbai.
There is so much demand for the treat, first sold in a store in Juhu some three
decades ago, that more than 2400 scoops of Natural Ice Cream are flown to the
capital almost every day during the wedding season.
Without a store in capita, that is the only way to bring it
in. Natural Ice cream will open in New Delhi by Diwali. Natural sells a total
of 1.4 lakh scoops in half a dozen states. Natural opened first store in 1984
on Valentine’s Day, more as an outlet selling pav bhaji rather than Ice Cream.
They store count has doubled to 116 from 50 doors in 2012 as it entered markets
such as Rajasthan, Madhya Pradesh, Karnataka, and Goa. There is no
advertisement of this company on any TV channel or Social Media. This is
because Natural does not need it.
Experts said Natural will need to make sure the taste remains
the same as it expands, since the dessert
now needs to be shipped to stores far away the factory at charkop, a
northern suburb of Mumbai. Then there is a lot of competition in the market. Company
is also planning to introduce some new flavors in the market and compete with
other competitors.
While dairy giant Amul is by far the leader in the Rs 3000
crore Ice Cream market, others such as Baskin-Robbins and Gelato are expanding
aggressively and now have more than 600 stores together. Hindustan Unilever,
which runs Kwality Walls kiosks, brought its largest Ice cream brand Magnum
into the country last year. Mother Day and Vadilal too have a strong presence
in the country.
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