ice cream project- final

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ABOUT ICE-CREAM INDUSTRY History of Ice-creamThe history of ice cream in the 20th century is one of great change and increases in availability and popularity. In the United States in the early 20th century, the ice cream soda was a popular treat at the soda shop the soda fountain, and the ice cream parlor. During American Prohibition the soda fountain to some extent replaced the outlawed alcohol establishments, including bars and saloons. Ice cream became popular throughout the world in the second half of the 20th century after cheap refrigeration became common. There was an explosion of ice cream stores and of flavors and types. Vendors often competed on the basis of variety. Howard Johnson's restaurants advertised "a world of 28 flavors." BaskinRobbins made its 31 flavors ("one for every day of the month") the cornerstone of its marketing strategy. The company now boasts that it has developed over 1000 varieties. George and Davis' Ice Cream Cafe on Little Clarendon Street, Oxford. One important development in the 20th century was the introduction of soft ice cream. A chemical research team in Britain (of which a young Margaret Thatcher was a member) discovered a method of doubling the amount of air in ice cream, which allowed manufacturers to use less of the actual ingredients, thereby reducing costs. This ice cream was also very popular amongst consumers who preferred the lighter texture, and most major ice cream brands now use this manufacturing process. It also made possible the soft ice cream machine in which a cone is filled beneath a spigot on order. In the United States, Dairy Queen, Carvel, and Tastee Freez pioneered in establishing chains of soft-serve ice cream outlets. Technological innovations such as these have introduced various food additives into ice-cream, notably the stabilizing agent gluten to which some people have an intolerance. Recent awareness of this issue has prompted a number of manufacturers to start producing gluten-free ice-cream. The 1980s saw a return of the older, thicker ice creams being sold as "premium" and "superpremium" varieties under brands such as Ben and Jerry's and Hagen-Dazs.

History of ice-cream in IndiaAs early as the sixteenth century, the Mughal emperors used relays of horsemen to bring ice from the Hindu kush to Delhi where it was used in fruit sorbets Kulfi is a type of ice cream which is very closely related to the Persian ice cream and is still sold by road side vendors and in restaurants. 1

INDUSTRY PROFILEHistory of Indian Ice-cream industry is very old started in un-organised sector and mainly popular product was kulfi. New technologies and freezers are the main force behind the development. Future is bright for Ice-cream Industry in India. Many MNCs and Cooperative sector companies will play a major role. Focus in India will be regional markets. Covering national market with one plant and one brand will be difficult. Needs huge investments. The ice cream market in India is currently estimated to be 210mn liter valued at Rs 450 crores (MRP Rs9bn). The market growth during the late '80s and in the early '90s was very low at around 2-3% pa. Since the last two years, the market has been witnessing a much faster growth at around10-12%pa. The growth rate could have been even higher but for poor infrastructure, (still) high excise duty/ sales tax etc. Excise on ice cream was increased from 13% to 16% in the 2003-04 budget. Market growth historically was stunted by Government policies. Till 1997, ice cream manufacture was reserved for small-scale sector. The leading players were unable to invest adequately to develop an infrastructure of cold chain for storage and distribution. Erratic supply and shortage of power in most parts of the country have been the major factors limiting growth of a cold chain. As a result, there was a dearth of good quality products in the market and also lack of adequate infrastructure to distribute the same. Cadbury had entered the market in 1992 with its Dollops brand, but was unsuccessful in building up a significant franchise and withdrew two years later. In the absence of any competition from MNCs, local players were able to build up a strong franchise in respective local areas. Some of the players built up their market through exclusive parlors. But in most cases parlor network also could not extend beyond local limits. At the beginning of first phase of liberalization, Hindustan Lever (HLL) entered the market through frozen dessert route.Frozen desserts were technically not reserved for small scale. Amul ice cream,manufactured by the largest milk-producing co-operative was introduced in Mumbai market in 1996, intensifying the competition. Removal of licensing restrictions and investment by new players in capacity and market expansion is expected to lead to rapid demand growth in the sector. A 10 12% pa volume growth can be sustained for a very long period, say 2-3 decades, due to the fact that current base of consumption is extremely small. Ice creams are available in various forms such as cone, cups, bar (candy), party pack etc. Candy sticks account for about 25-30% of volumes, whereas cups and other novelties contribute the rest. Frozen desserts market in India is very small and refers to oil fat based ice creams.

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IMPORTANT PLAYERS IN THE ICE CREAM INDUSTRY

In 1996, GCMMF launched its Amul brand ice cream. Indias ice cream market was estimated to be around Rs.8 billion in the year 2000. GCMMF launched its ice creams in fourteen flavors in the city of Mumbai and the State of Gujarat. It was priced at about 30 percent less than the prevailing prices, and it also emphasized that it was fully vegetarian, i.e., it did not contain any gelatin. This was an important attribute to many consumers in Gujarat, which was a predominantly vegetarian state. In less than a year, Amul ice cream commanded a share of about 55 percent in Gujarat and 30 percent in Mumbai; by the year 2007, its share in India as a whole had reached 30 percent. In 1997, GCMMF also scored a major achievement when it managed to get some of the cooperatives in the other States of the country, trying to launch their own ice cream brands, to sell all their ice creams under the Amul brand name. This enabled GCMMF to leverage the capacity of more than 180 co-operatives in the country, with a milk procurement of more than 11 million litres per day, and located close to the markets.

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Kwality Wall's, launched in 1995, is the company's master brand for ice cream. Kwality Wall's has combined state-of-the art technical know-how of Unilever - the global leader in ice cream - with a deep insight of the Indian market, to deliver a range of superior quality products under its international brands. Key launches include Cornetto, Feast, Viennetta, and a range of Sundaes, and also exciting eats for children specifically, like Lime Punch or Sunshine Zing Cone. Kwality Wall's ensures that while each of its offerings is unique in taste and flavour, they are also accessible to more consumers through breakthrough cost reengineering and value Kwality Walls has emerged as the trendsetter in product innovation by bringing never- before flavours and desserts to the consumer. The double sundae tub has been introduced after a stringent product development process and extensive consumer sampling. The flavours that have emerged combine the best international flavours that appeal to the Indian palette in a completely new packaging format. Kwality Walls, a brand of Hindustan Lever (HLL), currently commands a market share of more than 50 per cent of the organised Indian ice-cream sector. Kwality Walls has combined the state-of -the-art technical know-how of Unilever, the global leader in ice-cream products, with a deep insight of the Indian market, to deliver a range of superior quality products under its international brands

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VadilalVadilal are one of the leading manufactures of Ice Cream in India with the brand name Vadilal since 1920. Vadilal Group is also engaged in Process Foods, Real Estate & Constructions, Chemicals & Super Specialty Gases & Forex Business. Vadilal Industries is the flagship company of the Group having primary interest in Ice Cream and Processed Foods. Vadilal enjoys one fourth of Indian Ice-Cream market share. Own largest cold chain strengthens the distribution network across the country The ice-cream division had introduced 300 flavours in 600 different packs. The company entered into a marketing arrangement with a leading Company in U.P. to manufacture and sell the products under the brand name and as per the quality stipulated. Similar arrangements are to be entered into with Companies in Tamil Nadu, Punjab, M.P., W.Bengal.

Real milk. Abundant toppings. And an utterly delectable taste. That's the secret of Mother Dairy's fascinating range of rich and creamy ice creams - a lipsmacking array of ice candies, milk lollies, bars, cones, real fruit ice creams, Sundaes, low fat desserts and take-home packs. Mother Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR, Mumbai, Kolkata, Punjab, Rajasthan, UP & Uttaranchal.

Baskin Robbins

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Baskin Robbins is the diverse business of the Ghai group, a well known name in the hospitality industry. Today, they have spread across the country with 240 outlets and catering to all the premium channels like 5 star hotels, leading airlines, malls and top retail chains across India. Baskin Robbins has always been a leader in the ice cream industry with innovations such as hand packed quarts of ice cream, a unique flavour ribbon technique, the use of tradition desert. Every Baskin Robbins serves range of over a thousand different flavours ranging from delicious Sundae to Silky smoothies, mouth watering cones do tasty blasts and super shades to tangy scoops.

TOTAL MARKET SHARE

COMPANY Kwa

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