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<ul><li>Ice-cream maker <keyword id="277562" type="DOMAIN" weightage="20" keywordseo="Vadilal">Vadilal</keyword> is all geared up to make a splash with a new 360 degree campaign to woo young consumers this year.</li><li>Despite a difficult business year in 2020, <keyword id="11094404" type="UNKNOWN" weightage="20" keywordseo="aakanksha-gandhi">Aakanksha Gandhi</keyword>, Brand Director, Vadilal tells us the brand is eyeing Rs 800 crore revenue in FY2021-22 and that it plans to spend around 8% of that on marketing.</li></ul>Homegrown ice-cream brand Vadilal has big plans for 2021-22. After last year’s lockdown led to a difficult year for the brand in terms of sales, this year it is confident of a good comeback. The brand expects to see revenues to the tune of Rs 800 crore in 2021-22 and aims to spend 8% of this on marketing, to woo consumers back to its brand. The brand which is more than 100 years old is working on making itself appeal to the younger population. It has a series of launches planned for the year and is also making sure it increases its presence online, to make sure it is able to cater to people who are stuck inside their homes. The brand has also launched a 360 degree campaign, conceptualized by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>, to make sure it is able to grab eyeballs and talk about the wide range of products within its portfolio. <div type="Youtube" id="mpkyQ4yk7Yw" title="Kitchen Stories" thumbUrl="https://i.ytimg.com/vi/mpkyQ4yk7Yw/mqdefault.jpg"></div> <div type="Youtube" id="lOlnXRGXYCY" title="Party Scenes" thumbUrl="https://i.ytimg.com/vi/lOlnXRGXYCY/mqdefault.jpg"></div> Today, the brand holds a 16% market share in the organized ice-cream industry and despite 2020 being a rough year, the brand is hopeful to make a good recovery in FY21-22. It also plans to launch 12-15 new flavors every quarter. “In 2019, we had witnessed revenues of around Rs 650 crore. 2020 was a disturbing year for all of us but we are already seeing good growth in terms of demand this year. We are hoping to cross revenues of Rs 800 crore in this financial year,” said Aakanksha Gandhi, Brand Director and a third-gen Vadilal family member. While the brand had spent around 6% of its revenue on marketing in 2019, this year, it aims to increase its marketing spends, to increase its visibility. “In 2019, we had spent 6% of our sales revenue on marketing. This year, we are hoping to spend around 8% of our expected Rs 800 crore sales revenue on marketing,” explained Gandhi. The brand has just launched its campaign titled ‘Har dil bole Waah! Vadilal!!’. The aim of the campaign is to talk to the younger audience between the age of 18-30 and introduce them to the wide range of offerings from this legacy brands' stable. To further increase its appeal to the younger audience, Vadilal has launched 12 new products this year, expanding its portfolio to 200 products. Apart from spending on Print, outdoor, TV and Radio, the brand will be heavily investing on digital mediums including <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword> and OTT platforms to reach to its target audience. It has also steadily been growing its online presence to make sure it is easily available to people stuck at their homes. It is currently present on platforms like Zomato, Swiggy and BigBasket, amongst others. It also launched its own online portal in 2020. "We have incorporated our sales team and our distribution network with our e-commerce platforms. Currently, we have over 250 retail points involved in the e-commerce which we are aiming at raising to about 400 this year," shared Gandhi. The brand currently has over 1.5 lakh retailers and around 1,000 distributors and they are trying to bring them within their e-commerce ecosystem too. The brand has also witnessed good growth in its revenue from exports owing to the fact that ice-cream consumption saw a 15% increase in the global markets. Currently present in the UK, the US, UAE and Australia, it saw revenues to the tune of Rs 250 crore from these markets in 2020-21 (this includes their ice-creams, processed as well as frozen products). “We have witnessed good growth in our export revenue and this year we hope to see revenues between Rs 350-400 crore from the overseas markets,” added Gandhi.

We plan to spend 8% of our expected Rs 800 crore revenue on marketing in 2021-22: Aakansha Gandhi, Vadilal

With summer setting in, <keyword id="26280" type="COMPANY" weightage="20" keywordseo="amul">Amul</keyword> has started feeling the heat. As per <keyword id="6356641" type="CITY" weightage="20" keywordseo="times-of-india">Times of India</keyword> news, Amul has been airing television commercial since March 2017 that distinguishes between ice cream and frozen dessert. <keyword id="6365619" type="CITY" weightage="20" keywordseo="Hindustan-UniLever">Hindustan Unilever</keyword> (HUL) and <keyword id="277561" type="COMPANY" weightage="20" keywordseo="Vadilal-Group">Vadilal Group</keyword> have teamed up to take on Amul at the <keyword id="48485" type="ORGANIZATION" weightage="20" keywordseo="Bombay-high-court">Bombay High Court</keyword> as they think Amul’s intention was the ill-repute them. 
 
HUL has sought immediate removal of the advertisement which, according to GCMMF, was launched to "educate consumers to identify and differentiate between ice-cream and frozen desserts". The advertisement talks about Amul ice creams being made from "real milk" as opposed to "frozen desserts" which are made from "vegetable oil". The advertisement, however, does not name any brand, as per the TOI report. 
 
In response to TOI's query , an HUL company spokesperson, said: "Amul has been airing a misleading television commercial since March 2017. This advertisement makes factually incorrect statements creating apprehensions among consumers of frozen desserts.The advertisement makes incorrect claims about the usage of 'vanaspativanaspati-tel' in frozen dessert products. We wish to clarify that Kwality Wall's range of 'frozen desserts' do not contain Vanaspati. In fact, Kwality Wall's range of frozen desserts contain milkmilk solids like ice creams. The only difference is that frozen desserts use vegetable fat instead of dairy fat, which actually makes them healthier as they have lower saturated fat and do not have cholesterol." TOI's query did not elicit a response from Vadilal Group. 
 
R S Sodhi, MD, GCMMF that represents Amul told TOI, "Frozen desserts are masquerading as ice creams. By using low-cost ingredients, they are misleading consumers who are looking for real product. We are trying to make consumers aware of the difference."

Kwality and Vadilal don’t make
ice creams, claim Amul. So what do they make?

Those who have relished Natural ice-cream can never forget its amazing taste. Many people residing in Delhi get it specially packed in order to bring it on the flight from Mumbai. If we believe the reports, nearly 2,400 scoops of Natural ice-cream are flown to the Capital almost everyday during the wedding season. Established in Mumbai in 1984, the firm will open its store in Delhi by Diwali. 
 Without a store in the national capital, that's the only way one can enjoy artisan ice-creams that are made using only fruits, dry fruits, chocolates, milk and sugar. Notably, these ice-creams do not contain preservatives or stabilizers. <keyword id="183205" type="PERSON" weightage="80" keywordseo="Srinivas-Kamath">Srinivas Kamath</keyword>, the 30-year-old director of the company that his father founded, plans to expand its footprint now in Delhi. His father RS Kamath, who started the chain, has just one piece of advice for his son — quality and taste should not change. 
 Kamath junior is a post graduate in family managed business from <keyword id="860478" type="ORGANIZATION" weightage="40" keywordseo="SP-Jain-Institute">SP Jain Institute</keyword>. He has expanded the ice-cream company in the country since he joined four years ago. Store count has doubled to 116 from 50 doors in 2012 as it entered markets such as Rajasthan, <keyword id="6355554" type="COMPANY" weightage="40" keywordseo="Madhya-Pradesh">Madhya Pradesh</keyword>, Karnataka and Goa. Currently, Natural sells a total of 1.4 lakh scoops daily in half a dozen states. 
 
Experts believe Natural will need to ensure the taste does not change as it expands, since the dessert now needs to be shipped to stores far away from the factory at Charkop, a northern suburb of Mumbai. 
 Also, Natural will face a tough competition from other known ice-cream makers. While dairy giant <keyword id="26280" type="COMPANY" weightage="40" keywordseo="amul">Amul</keyword> is by far the leader in the Rs 3,000 crore ice-cream market, others such as Baskin-Robbins and Gelato are expanding aggressively. These two companies now have more than 600 stores together. <keyword id="6365619" type="CITY" weightage="40" keywordseo="Hindustan-UniLever">Hindustan Unilever</keyword> which runs Kwality Wall's kiosks, brought its largest ice-cream brand Magnum into the country last year. Also, Mother Diary and Vadilal have a strong presence in the country. 
 
Kamath junior is confident that no one can defeat Natural when it comes to quality. 
 
"Replicating our taste is nearly impossible, especially for fruits like tender coconut and sitaphal, which is made manually and takes hours to do," said Kamath junior. 
(Image: Natural)

You Searched For "Vadilal" and got 3 results

We plan to spend 8% of our expected Rs 800 crore revenue on marketing in 2021-22: Aakansha Gandhi, Vadilal

Samarpita Banerjee

Kwality and Vadilal don’t make ice creams, claim Amul. So what do they make?

BI India Bureau

Ice-cream Maker Natural To Open Its Store In Delhi By Diwali

BI India Bureau

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