100-year-old ice cream major debuts in TN, eyes 15 per cent share

Vishal Surti, President – Sales and Marketing said, “With our foray into this state, we will be competing with established players like Arun Ice Creams, Cream Bell, Kwality Walls and Jamaai ice creams.”  The company is aiming for 15 per cent market share in this southern market, by upscaling its distribution and retail footprints here.

Surti said, “We aiming to gain 15% market share in the competitive market of TN in the coming season with our extensive presence in the market. As part of our efforts to penetrate the market we would like to address the class and mass segments together. We are also strategising on our branding and creating an aggressive marketing plan. We will support our marketing with various activations and initiatives.”

Noting that a stiff competition is a sign of a healthy market, he said “we welcome it as a challenge and we loved to learn from the competition with their market action and re-visiting and strategising the market for betterment of trade and consumer services with quality and innovative products.”

Vadilal marked its presence at the two-day ongoing Indian Ice Cream Expo in the city since October 8, to make its soft launch and started journey in the TN market. Surti said, the company has world class production plants at Pundhra (Gujarat) and Bareilly (UP) that are equipped to manufacture close to 5.25 lakh litres of ice cream each day which include 8 lakh cups, 10 lakh candies and 6 lakh cones. Each ice cream made in these factories goes through 15 strict quality checks before dispatch and adheres to the strictest quality standards.”

It claims to have the widest range of ice creams in the country with over 50 flavours available in more than 250 packs and formats. With over 850 distributors, 60 CNF’s, 10 Super stockiest, 1.50 lakh dealers and the largest cold chain network, the products reach every nook and corner of the country from rural areas to metro cities. 

The company has also ventured into the ice cream parlour business ie Vadilal Scoop Shop and Vadilal Express. The 350-plus scoop shops focus on serving a variety of ice cream scoops and 65 Express parlours also aid in serving more customers.

“We have been able to capture 16% of market share in organised ice cream market and Hold second position in the organised ice cream market,” Surti added.