24 January, 2021

New Sticks In A Cart

Premium ice-creams offer enticing bites

Narendra Bisht
New Sticks In A Cart

The mercury is inching upwards and yet to peak in most parts of the country but the ice-cream wars have already begun in neighbourhood schools, markets, shops and malls. The big players in the colourful popsicles and milk candies business have also chalked out plans to churn out new coolers from their carts. The Rs 2,250 crore organised ice-cream market is all set to sizzle with new launches: Kwality Walls launched the pricey Magnum, the world’s largest selling stick ice-cream, the rich cousin of our childhood choco-bar, at a whopping Rs 90 a stick. Mother Dairy in Delhi countered with their premium Belgiyum at Rs 80. And Amul launched Epic at a lower Rs 40 a stick. Across ads too, Kareena Kapoor is hawking Magnums, sold in their trendy new carts, while the Amul ditty preaches ‘real milk, real ice-cream’. According to Euromonitor, sale of premium desserts in India will triple to Rs 6,860 crore by 2017.

But is the Indian consumer ready to pay nearly a hundred rupees for what he may finally think of as ‘Lemenchu’? Yes and no. Food writer...



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