Natural Ice Cream Explained
Natural Ice Cream |
Producttype: | Ice cream |
Currentowner: | Kamaths Ourtimes Ice Creams Pvt. Ltd. |
Country: | India |
Introduced: | 1984[1] |
Markets: | India |
Tagline: | Taste the Original |
Natural Ice Cream, d/b/a Naturals, is an Indian ice cream brand owned by Mumbai-based Kamaths Ourtimes Ice Creams Pvt. Ltd.[2] It was founded by Raghunandan Srinivas Kamath who opened its first store at Juhu in Mumbai in 1984.[3] [4] [5]
The chain recorded a retail turnover of 300 crore in the financial year 2020, up from 115 crores in 2015.[6] [7] The ice creams are manufactured by Kamaths Ourtimes Ice Creams and retailed by its subsidiary company Kamaths Natural Retail Pvt. Ltd.[8]
The 2017 rebranding effort, which established the ‘Taste the Original’ tagline, was aimed at setting it apart from similar named brands popping up.[9]
Market
As of April 2022, the chain has 18 directly-owned stores and 119 franchised stores across 11 states.[10] The stores are present in the states of Maharashtra, West Bengal, Karnataka, Goa, Telangana, Kerala, Madhya Pradesh,[11] Chhattisgarh, Gujarat,[12] Rajasthan[13] and Delhi NCR.[14] [15] [16] [17]
Production and trade
The brand's only production facility is situated in Charkop, a suburb of Kandivali in Mumbai, India.[17] The company supplies to its own stores every day.[18] The company spends less than 1% of its sales revenues on advertising, relying mainly on word of mouth to attain revenues.[13]
On completing two years, the brand launched an experiential concept store in Juhu named Naturals Now, which serves freshly churned ice cream straight out of the churner.[19]
Products
Starting with around 10 flavours, today Natural Ice Cream has 125 flavour options, of which 20 are offered throughout the year.[20] The set of flavours change according to seasons. Some of the seasonal flavors include litchi, fig, jackfruit, Muskmelon and watermelon.[21] A custard apple flavor is also purveyed by the brand.[21] [22] [23]
Awards and recognition
In 2006, the brand received Corporation Bank's National SME's Excellence Award in the Food and Agro Industry.[24] In February 2009, a Natural Ice Cream store located in the Juhu Ville Parle Development scheme placed in the Limca Book of Records for the largest ice cream slab, which weighed 3,000 kilograms.[25] The brand was awarded as Best in Customer Service - Regional Retailer Of the Year in 2013.[26] [27] In 2014 the brand received the gold medal for most innovative ice cream flavour (cucumber) in the Great Indian Ice Cream Contest.[28] In 2016, Natural Ice Cream was awarded for home grown concept in food service by Coca-Cola Golden Spoon Awards[29] and also received IMAGES Most Admired Food Service Chain of the Year in the Ice-cream & Dessert Parlours category.[30] It was named as India’s Top 10 brand for customer experience in a KPMG survey.[6]
See also
Notes and References
- News: Divekar . Aditi . Naturals Ice Cream plans expansion, steps out of its comfort zone . Business Standard . 22 January 2019 . en.
- Web site: Mumbai: Natural Ice Cream Eyes UAE, Southeast Asia Entry . . 5 December 2011 . 11 May 2016.
- Web site: How Raghunandan Kamath made Natural Ice Cream a 50 crore business . . 9 January 2012 . 11 May 2016.
- Web site: Aziz, Nuzhat. 16 July 2008. Today: Passion fruit. Hindustan Times. 11 May 2016.
- http://www.fnbnews.com/Top-News/Recipe-for-Success-Century-and-more-for-Kamath-natural-ice-cream-king "Recipe for Success: Century and more for Kamath, natural ice cream king"
- News: Karelia . Gopi . Naturals Ice Cream: How a Fruit Vendor's Son Built a Rs 300 Crore Empire . 14 August 2021 . . 20 July 2021 . en.
- Web site: Natural to invest Rs50-75 crores to add 100 ice-cream parlours. Suneera Tandon. Mint. 15 October 2014 . 11 May 2016.
- News: Rating Rationale - Kamaths Ourtimes Ice Creams Private Limited . 25 December 2022 . CRISIL.
- Web site: Natural Ice Creams looks to add another 125 stores in next five years. 16 January 2019.
- News: Roy . Shobha . Naturals ice cream brand looks to expand its presence in south India . 25 December 2022 . The Hindu Businessline . 3 April 2022 . en.
- News: Successful, naturally! . 25 December 2022 . The Week.
- Web site: Natural Ice Cream. Zomato. 11 May 2016.
- Web site: Ice-cream company Natural to open its first store in Delhi by Diwali . The Economic Times . 22 July 2014 . 11 May 2016.
- Web site: Natural ice cream to open first store in Delhi on Oct 15. 10 October 2014. The Indian Express. 11 May 2016.
- Web site: Natural ice cream eyes 100 outlets, opens first store in Delhi . News18 . 15 October 2014 . 11 May 2016.
- Web site: Food & Grocery retailer iOrderFresh inks strategic tie-up with Natural Ice Cream in Delhi NCR. The Economic Times. 11 May 2016.
- News: Natural Ice Cream enters Delhi, to go national . . 15 October 2014 . 11 May 2016.
- The story behind Natural Ice Cream's success. Business Today. 11 May 2016.
- Web site: Agro & Food Processing, India's first News portal for food industry. Agro & Food Processing.
- Web site: This ice cream company conquered mithai-loving Indians with figs and custard apples. Madhok, Diksha. 20 November 2014. Quartz. 11 May 2016.
- Web site: Nair . Roshni . (Ice) cream of the crop . . 1 February 2015 . 11 May 2016.
- Web site: How this idea has changed Mumbai. Hindustan Times. 15 July 2008 . 11 May 2016.
- Web site: Raghunandan S. Kamath: The ice-cream man. One India One People Foundation. March 2015 . 11 May 2016.
- http://naturalicecreams.in/company/pictures/media13.pdf "National SMEs Excellence Awards"
- Web site: Natural Ice Cream Enters Limca Book of Records. 27 February 2009. Daijiworld Media. 11 May 2016.
- Web site: Retailer Customer Service Awards 2013. 11 May 2016.
- http://retail.franchiseindia.com/magazine/2013/june/Recognising-the-best-in-Customer-Service.m64-1-10/ "Recognising the best in Customer Service"
- Web site: Here's the scoop on some exciting new ice-cream flavours. 25 February 2014. Mid-Day. 11 May 2016.
- Web site: Coca Cola Golden Spoon Awards 2016. Indiaretailing Bureau. 25 February 2016. Indiaretailing.com. 11 May 2016.
- Web site: Awards. India Food Forum. 11 May 2016.