The Telegraph
Monday , February 13 , 2012
Since 1st March, 1999
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Ice cream brand launched in city

The Rs 200-crore ice cream unit of the Gurgaon-based Devyani Food Industries Ltd, which launched its ice cream brand — Creambell — in Guwahati on Saturday, is aiming a turnover of Rs 5 crore in the first year.

Creambell, which started its journey in 2003, is one of the fastest growing ice cream brands in India, being one of the top five players in the country.

Devyani Food Industries belongs to Ravikant Jaipuria Corporation, which has businesses ranging from beverages and fast food restaurants, dairy plants, ice cream brands and breweries, along with healthcare and hospitality units.

The corporation owns PepsiCo India’s biggest franchisee bottling business and franchisee rights for KFC and Pizza Hut restaurants.

“We are looking at a Rs 5 crore turnover in the first year in Guwahati and we hope to do well in the market as our quality will speak for it. Northeast is an untapped market,” Devyani Industries Pvt Ltd vice-president sales Pradeep Alagh told The Telegraph.

There are 400 listed ice cream outlets in Guwahati and the company will be trying to get its products in at least 350 in the next few months, and may even add a few new outlets on its own.

There are plans to have ice cream parlours, too, in the future.

“We aim to become a Rs 500-crore company by 2014 and the company keeps on using innovation as the key ingredient,” he said.

The company has introduced over 50 exotic international and traditional Indian ice cream flavours within a short span.

It has three plants — at Baddi (Himachal Pradesh), Goa and Kosi (UP) and the combined capacity of the plants are 450 lakh litres of ice cream annually. The Kosi plant will have an annual capacity of 300 lakh litres.

The company’s share in the Rs 1,200-crore ice cream market in the country is Rs 200 crore, and its ice cream business is growing at a rate of 60-70 per cent every year.

Some of the biggest players in ice cream market in India are Amul, Kwality Walls, Vadilal and Mother Dairy.

“We are getting enquiries from Agartala, Jorhat and other places right on the first day,” he said. With summer on its way, this is the best time to make an entry into the market and strengthen its position.

The distributor in Guwahati has two cold rooms and freezer on vehicles through which products would be distributed to various locations.

The company, which also offers sugar-free ice creams in vanilla and strawberry flavours, also plans to set up an ice cream plant in Calcutta.

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