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Vol. 01, Issue 03, Jan. - Feb., 2014, Rs. 20/-
Magnum Ice Creams will be available pan India S
oon, consumers will get a taste of the world’s largest stick ice-cream at their nearest modern-trade or highend grocery store. Hindustan Unilever Ltd (HUL), India’s largest fast-moving consumer
goods company (FMCG), proposes to roll out its Magnum brand ice-creams, currently available only in Chennai, across the country. R Sridhar, chief financial officer of HUL, told the roll-out would happen this year. However,
Vadilal emerged country’s most trusted ice cream brand for the second time in a row
V
adilal Industries Ltd., India’s second biggest ice-cream manufacturer, has emerged as the country’s most trusted ice cream brand for the second time in a row, according to The Brand Trust Report–2014. Kwality Walls was ranked second in the list of top ice-cream brands. The report, published after a pan-India study by Trust Research Advisory, a research organization dedicated to understanding and simplifying concepts related to Trust, said Vadilal has maintained its number one position as the most trusted ice cream brand. This year’s research was conducted among
2,500 ‘influencer’ respondents across 16 cities. The study generated nearly 3 million data-points and 19,000 brands. The report is a result of more than 15,000 hours of fieldwork conducted across 16 Indian cities between July and November 2013, resulting in nearly 20,000 unique brands. Rajesh Gandhi, Managing Director, Vadilal Industries, said the brand is the oldest and indigenous ice cream brand in India. Started in a small shop in the old city area of Ahmedabad in 1926, it has now emerged as the second biggest ice cream player in India, with a turnover of Rs 550 crore. Vadilal has the largest range of ice creams in the country with 150 plus flavours, sold in a variety of more than 300 packs and forms. The range includes cones, candies, bars, ice-lollies, small cups, big cups, family packs, and economy packs. It offers something for all tastes, preferences and budgets, he said.
he didn’t indicate a specific timeline. Magnum, a key brand in Unilever’s global ice-cream portfolio, accounts for two per cent of the Anglo-Dutch company’s revenue. In India, it is positioned as a premium product,
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priced at about Rs 75 a stick. Despite the fact that it is priced well above regular icecream sticks (Rs 5-50), Sridhar says, “The response to Magnum has been good in the Chennai market so far.” Magnum is available in modern-trade, high-end grocery stores and supermarkets, as well as HUL’s Swirls icecream parlours in Chennai. The brand was launched in Chennai in April 2013. FMCG analysts, however, say the road ahead for Magnum might not be easy, considering the presence of well-established and competitive companies, such as Amul, Mother Dairy and Vadilal in the Rs 2,000-crore ice-cream market in India. Unilever is the world’s largest ice-cream maker, with products such as Cornetto, Breyers and Ben & Jerry’s being retailed under its Heartbrand range. In India, the company’s products are available under the Kwality Walls range. Amul, which accounts for 40-45 per cent of the organised ice cream market in India, has managed to maintain its lead over rivals, owing to aggressive pricing, distribution and launches. Analysts say Magnum’s roll-out is expected to trigger a spate of launches in the premium ice cream market.