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and in 1956 became the first company in the country to use imported technology f
or manufacturing ice-cream on a commercial scale. As the ice-cream industry expl
oded in India, in 1995 Kwality Group joined hands with Hindustan Lever Limited a
nd then there was no looking back. The Indian consumer market was introduced to K
WALITY WALLS the result of a collaboration between global brand Walls and the lea
ding Indian ice-cream brand Kwality. Though the two giants eventually parted way
s, the collaboration made Kwality a household name and created deep in roads for
the brand in the consumer market.
Today, Kwality is not just a brand it is the ice-cream associated with the India
n summer; it s the first choice in ice-cream for any child or adult during the sco
rching Indian summers. Kwality ice-creams are trusted not only for their rich, c
reamy flavours, but also for their trusted quality and nutritious
food value.
backyard and cater to the local market. Almost 40% of the ice creams sold in the
country are consumed in the western region with Mumbai being the main market, f
ollowed by 30% in the north and 20% in the south.
Growth promotional activities The Indian government adopted the policy of libera
lization regarding the ice cream industry also and it is since then that this se
ctor has shown an annual growth ranging from 15- 20% per annum for last 1- 2 yea
r. Presently in 1999- 00 it is estimated at worth of Rs15- 16bn. This growth rat
e is expected to continue for another next 2- 3 years because of lower base.
Types Indian Ice Cream market can be segmented in three different ways, namely o
n the basis of flavors; on the basis of stock keeping units / packaging and on t
he basis of consumer segments. On the basis of flavors the market today has a nu
mber of flavors like vanilla, strawberry, chocolate, mango, butterscotch a numbe
r of fruit flavors, dry fruit flavors traditional flavors like Kesar- Pista, Kaj
u- Draksh etc.
Indian Ice Cream Industry Growth Year crore 1997-98 500 1998-99 575 1999-2000 66
1.25 2000-2001 760.43 2001-2003 874.49 2003-2004 1005.66 I.B.M.R.D. A Nagar Indian
Ice-cream industry growth 0 200 400 600 800 1000 1200 1997-98 1998-99 1999- 200
0 2000- 2001 2001- 2003 2003- 2004 year Rs.Crore crore
THE COMPANY PROFILE INCEPTION Early 1930s: Two enterprising brothers, DINSHAW an
d ERUCH RANA, started a small dairy business in Gittikhadan, on the outskirts of
Nagpur. Their obsession with quality and transparent business practices, brough
t prosperity and confidence to the young businessmen. When opportunity knocked i
n the form of an Englishman who suggested that they try manufacturing ice cream,
the idea was readily translated into reality. DINSHAW S ICE
CREAM was born in 1933 when Nagpurians came to know the creamy, hand churned deli
cacy. INTIAL GROWTH An alien concept, ice cream eating was considered a luxury,
which could only be indulged in, on very special days during the sweltering heat
of Nagpur s grueling summer. The conviction of their ultimate success, and the vi
sion of these young entrepreneurs, far out weighed the difficulties of running a
purely seasonalbusiness with its vagaries of demand . By mid forties, Nagpur s ge
ntry had extended ice cream eating into the winter and the name
DINSHAW S had become synonymous with the ice cream in Nagpur. I.B.M.R.D. A Nagar
THE SECOND GENERATION GROWTH : SAM DINSHAW RANA and JIMMY ERUCH RANA put on the
mantles of their august fathers. Burning with the same zeal to succeed, the same
uncompromising attitude towards quality and service, the Rana cousins struck ou
t for wider horizons in 1981.
With an investment of just Rs.5 Lakhs, a small factory came up to replace the ca
ttle pounds. The dairy business gracefully gave way to its prospering offspring
, the ice- cream business.
The magic of DINSHAW S goodwill spawned a net work of enthusiastic dealer-franchises
all over central India, whereDINSHAW S enjoy near monopoly even today. Success bre
eds Success. The sound business principles of the founders, which gave them thei
r initial success, became the foundation ofDINSHAW S business edifice. Quality con
sciousness went beyond the quality of relations with employees, business associa
tes and its ultimate consumer. By 1987DINSHAW S was known in central India as not
only the company, which made the best ice creams, but also the company that buil
t best relations.
Persistent efforts from prospective distributors and dealers of other areas and
greater demand for varieties from existing areas forcedDINSHAW S to expand its man
ufacturing capacities. Imported continuous freezers expand plants and storage fa
cilities wide with market demand.
By 1989 cold storage depots had sprung up in Raipur, Jabalpur, Indore, Akola, Au
rangabad, Pune, Hydreabad, Guntur and Vishakhapatnam more by pressures of demand
than by design. Consumer appreciation for its products and for its credo of VALUE
FOR MONEY forced continuous expansion and modernization of manufacturing capaciti
es I.B.M.R.D. A Nagar