Ice-cream Manufacturers Gear Up For Winter

Worried with sagging sales, a dip of 35 per cent during winter, ice-cream manufacturers have come up with a new concept of ice-cream cafes. “Most of us have this notion that eating ice-cream in winter will make us sick. But there is no such thing. We have just two months of winter but in Europe and other western countries it is much more prolonged still there is no effect on the ice-cream sales,” stated Sanjeev Thakur, manager operations (ice-cream), Nirula’s.

According to Thakur, most of the manufacturers are bringing in the new concept of ice-cream cafe as cafes are usually associated with coffee, something hot. Nirula’s has opened ice-cream parlours at Delhi government’s Coffee House. With a yearly per capita consumption of 0.12 litres, India is one of the lowest consumer of ice-creams in the world, but with opening up of the sector, foreign manufacturers want to change the trend.

An ‘Ice-Cream Moods Survey’ conducted by a corporate reported that eating ice-cream is still considered a luxury in India and that its consumption is confined to a few select occasions. However, D S Aneja, an ice-cream dealer said that to promote ice-cream habits in winter, the manufacturers need to build excitement in the business.

“Ice-creams sell more whenever there are promotional schemes for the consumer, irrespective of the season. But then the challenge also lies in lowering the costs. Compared to traditional sweets, these are more costly and since winter is the time for a lot of hot sweets, people prefer that,” he stated.

G D Chaudhary, All India Ice-Cream Manufacturers Association commented, “There is no fixed time to eat ice-creams, it can in fact be eaten at any time of the year and that is the message we are trying to send across.”

In Chaudhary’s opinion the reasons for low ice-cream consumption in India is on account of a big distribution chain involving manufacturers, wholesalers and retailers. “Because of such a big chain, there is need for setting up cold storage facilities. Big manufacturers and distributors somehow manage it, but as far as small dealers and retailers are concerned, it becomes impossible due to a bad power situation. As a result, either the local manufacturers flourish or the traditional ‘mithaiwalla’,” informed Chaudhary. In order to develop an ice-cream culture like in the West, there is need to develop proper infrastructure for business and more awareness about the products.

“Opening up outlets all over can also increase consumption to a great extent,” averred Thakur.

(PTI)