Natural Ice Cream

Topics: Ice cream, Ice cream parlor, Ben & Jerry's Pages: 3 (778 words) Published: December 5, 2011

Natural Ice Cream

Executive summary:

Natural Ice Cream, one of the most popular ice-cream brands among people all over the city began as a small, single store that now has a huge number of franchise outlets and the brand is a runaway success. It currently has 89 franchise outlets across West and South India: 47 in Mumbai, 29 in the neighboring urban clusters of Navi Mumbai, Thane and Pune, and the rest scattered across select cities of Maharashtra and neighboring states. Ten more will be opened in the current financial year. Natural's revenues have grown from Rs 14 Lakh in 1986 to Rs 40 crore in 2010/11. Established in 1984, Natural ice cream started as a 300-sq-ft ice cream parlor at Juhu, in Mumbai. This idea was conceptualized by Mr. R S Kamath, CMD of Klamath’s our times ice creams Pvt. Ltd. The store at Juhu has been renovated and expanded repeatedly, and is now more than three times its original size. Naturals has been the leader in manufacturing ice creams using only fruits, dry fruits, chocolates, milk and sugar without any preservatives or stabilizers. Seasonal fruits are bought in bulk daily from the market, with only the best quality ones being chosen. The extracted pulp is heated, to get rid of unwanted bacteria, and then stored in aluminum-sealed packages. To ensure the quality of their product they have a single manufacturing hub located in another Mumbai suburb, Kandivali. Every morning, a fleet of trucks rolls out from the factory carrying the ice cream to all the Natural outlets, thus ensuring quality is not compromised. However the measures Natural uses to enforce quality control, might be somewhat obstructing their expansion plans as Natural's trucks can cover only a finite distance. This explains why Natural's outlets are largely in Western India, and it has no outlet yet in the national capital, despite the obvious business opportunity Delhi presents

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