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Summer or winter, everyone loves a nice cold scoop of ice cream. The creamy sweetness can lift anyone’s mood.
A brand that keeps it natural with its flavors, Naturals, was started by Raghunandan Srinivas Kamath. With his knowledge of fruits stemming from his father being a fruit vendor, his ingenious idea of fusing real pieces of fruit with ice cream led him to open his first shop with only 10 flavors and 4 employees in Juhu, Mumbai, India in 1984.
The startup was met with positive responses and hence, started to expand itself in various places in the suburbs of Mumbai. This marked the start of the success story of Naturals Ice Cream.
Naturals has marketed itself as a trustworthy, all-natural ice cream brand.
This ice cream industry case study illustrates how seasonal treats like Mango and Strawberry, as well as fruit combs like their Dry Fruit combo as well as a “make your own combo” available for their customers, and new ice cream that comes in from the factory after being hand peeled, and churned every morning helps them keep all their products fresh. Its promise of providing creamy, all-natural ice cream helps it appeal to its target audience from the ages of 3 to even people of older age.
Along with this, its variations from sugar to honey that are available in all flavors contribute to making it more appealing to the health-conscious demographic.
Observing the ice cream industry trends, Naturals’ main mode of marketing is through flyers and word of mouth as well as occasionally advertisements in the print format. Their presence on social media platforms like Twitter, Instagram, and Facebook has helped them keep up with trends and remind the market of new offers to keep them relevant.
The company started 36 years ago with only two shops in Suburban Mumbai. Over the years grown with determination and creativity to now more than 100 shops in West and South India with plans to expand to more cities throughout the country, as well as adding more than 60 new flavors, including seasonal fruit options. Today, worth more than Rs. 100 crores, it still hopes to slowly keep evolving as a part of the success story of Naturals Ice Cream.
Read more about Naturals ice cream:
https://www.businesstoday.in/magazine/reporters-diary/natural-ice-cream-success-story/story/15462.html -The story of Naturals.
https://dropoutdudes.com/success-scoop-naturals-ice-cream-story/#:~:text=A%2050%20crore%20Business!&text=Kamath%2C%20took%20the%20business%20in,their%20products%20online%20as%20well. -How Naturals became big, an ice cream industry case study.