Cream Bell’s Plant Set to Become India’s Biggest

Topics: Milk, Change, Food Pages: 2 (443 words) Published: April 2, 2013
Cream Bell’s plant set to become India’s biggest

Nitin Arora, CEO, Cream Bell, believes that there is a huge opportunity for his firm to bring a smile to people's faces. Considered one of the fastest growing brands in India, Cream Bell is among the top five brands in the ice cream category. In an exclusive interaction with SupportBiz, Arora highlighted the major trends influencing the ice cream industry in India. Edited excerpts from the interview:

What are the significant trends that you are witnessing in the ice cream segment in India? The market is rapidly changing in India. The last one decade has witnessed a complete shift in terms of consumer behaviour and consumption patterns. The demographics of Indian consumers have changed, buying behaviour has also changed and, most importantly, earning capacities have increased, leading to much better prospects for eating out. On the other hand, understanding of nutritional values of food and health consciousness have also increased among Indian consumers, leading them to take wise decisions when it comes to the consumption of food. The ice cream market is witnessing a great degree of change due to a shift in the consumers’ mind share and consumption patterns. In the last ten years, we have seen a great positive shift, which we expect to be more impactful in the near future. Traditionally, the eating-out culture was only limited to ‘on-premise’ food consumption by the consumers. People used to go out to restaurants and hotels and enjoy their meals. Now, the concept of home delivery is becoming very popular. In the next five to ten years, we will witness huge action in the ice cream industry, specially with regards to the evolving concept of home delivery. What are the challenges that the ice cream industry in India is facing? In India, infrastructure is a big challenge. Storage of ice cream becomes quite challenging at times when power supply fluctuations occur. Once this problem is sorted out, things will change...
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