Tuesday, 5 August 2014

Natural to Open stores in Delhi

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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