Quality Walls
Quality Walls
Ice cream's origins are known to reach back as far as the second century B.C., although
no specific date of origin nor inventor has been undisputably credited with its discovery.
We know that Alexander the Great enjoyed snow and ice flavored with honey and nectar.
Biblical references also show that King Solomon was fond of iced drinks during
harvesting. During the Roman Empire, Nero Claudius Caesar (A.D. 54-86) frequently
sent runners into the mountains for snow, which was then flavored with fruits and juices.
Over a thousand years later, Marco Polo returned to Italy from the Far East with a recipe
that closely resembled what is now called sherbet. Historians estimate that this recipe
evolved into ice cream sometime in the 16th century. England seems to have discovered
ice cream at the same time, or perhaps even earlier than the Italians. "Cream Ice," as it
was called, appeared regularly at the table of Charles I during the 17th century. France
was introduced to similar frozen desserts in 1553 by the Italian Catherine de Medici when
she became the wife of Henry II of France. It wasn't until 1660 that ice cream was made
available to the general public. The Sicilian Procopio introduced a recipe blending milk,
cream, butter and eggs at Café Procope, the first café in Paris.
Ice cream is invented with marriage of Catherine de Medici to the Duc d'Orleans in 1533
but there is also evidence in china for inventory for ice cream. But it dates back with to
the Tang dynasty with soft milk and rice mixture added with snow and flavored with
camphor.
Now, simple ice cream can be more delicious and with more verity. But like always, with
more ingrains you would get ice cream with more calories and fat also. But ice creams
brands are making less calories and fat based ice cream and related products.
Amul: Amul (Anand Milk Union Limited) is formed in 1946 in India. This is largest food
Indian brands and largest pouched milk in world also. Beside India, It has overseas
market in South Africa, UAE, Australia, Hong Kong, Mauritius and China. It introduces
milk powders, butter, ghee, cheese, curd, chocolate, ice cream, shirkhand, paneer, cream
Dairy Queen: this is chain of soft serve and fast food restaurants. The company name is
taken from their product and refers as DQ. Now it has 5000 restaurants in 22 countries
with largest soft serve franchise. Company expanded its products from milkshakes and
Häagen-Dazs: In 1961, two persons Polish immigrants Reuben and Rose Mattus in texas
founded Häagen-Dazs. They started with vanilla, chocolate and coffee. Its first retail shop
was in Brooklyn NY in 1976 and offered franchise around the 54 countries. Its products
are ice cream, ice cream cakes, ice cream bars, sorbet and frozen yogurt.
Kwality Wall's: this is major producers and distributors in India, Pakistan, Singapore,
Malaysia, Bangladesh. This is founded 1956 and original Indian company. They had
agreement with company lever and lever bought other ice creams brands also for
Ice Cream consists of a mixture of dairy ingredients such as milk and nonfat milk, and
ingredients for sweetening and flavoring, such as fruits, nuts and chocolate chips.
Functional ingredients, such as stabilizers and emulsifiers, are often included in the
product to promote proper texture and enhance the eating experience. By federal law, ice
cream must contain at least 10% milkfat, before the addition of bulky ingredients, and
• Frozen Custard or French Ice Cream must also contain a minimum of 10%
• Sherbets have a milkfat content of between 1% and 2%, and a atslightly higher
sweetener content than ice cream. Sherbet weighs a minimum of 6 pounds to the
that is similar to "soft serve" ice cream. Italian-style gelato is more dense than ice
cream, since it has less air in the product. Typically, gelato has more milk than
• Sorbet and Water Ices are similar to sherbets, but contain no dairy ingredients.
on a stick.
• Frozen Yogurt consists of a mixture of dairy ingredients such as milk and nonfat
milk which have been cultured, as well as ingredients for sweetening and
flavoring.
ice cream sandwiches, fudge sticks and juice bars -- that may or may not contain
dairy ingredients
ICE CREAM INDUSTRY IN INDIA
The ice cream market growth picked up after de-reservation of the sector in 1997.
The total size of Indian ice-cream industry is 800+ crores. In the organized sector the
major players are Hindustan Lever represented mainly by Kwality Walls brand. Amul
with an estimated market share of 38% is biggest player in market also he is rapidly
gaining market share and lastly Vadilal is the player in the national market with 8-9% of
Almost 40% of the ice creams sold in the country are consumed in the western region
with Mumbai being the main market, followed by 30% in the north and 20% in the south.
Growth:-
The Indian government adopted the policy of liberalization regarding the ice
cream industry also and it is since then that this sector has shown an annual growth
ranging from 15- 20% per annum for last 1- 2 year. Till now it is estimated at worth of
800+ crores. This growth rate is expected to continue for another next 2- 3 years because
of lower base. Per capita consumption of ice-cream in India is still a dismal 106 ml per
annum against 22 liters in markets like the US. So Indian ice-cream industry is still is in
Indian Ice Cream market can be segmented in three different ways, namely on
the basis of flavors; on the basis of stock keeping units / packaging and on the basis of
consumer segments. On the basis of flavors the market today has a number of flavors like
vanilla, strawberry, chocolate, mango, butterscotch a number of fruit flavors; dry fruit
together account for more than 70% of the market followed by butterscotch and other
fruit flavors.
Production area: -
In rural areas, kulfis / ice creams made by small / cottage industry are popular.
The market for organized sector is restricted to large metropolitan cities. In small towns
and villages, there are thousands of small players who produce ice- creams / kulfis in
their home 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,
Ice Cream market will expand with increase in number of malls - HLL has been
increasing their ice cream outlets - Swirl. Few years consumers use to go out for walk
after dinner and use to buy ice creams from hawkers. But now consumer who often visit
prefer to buy ice creams during different times of the day as it is visible upfront and feel
like spending Rs. 50 for that tasty chocolate swirl with cake and nuts. As marketers are
youngsters, young etc, and coming up with products specific for them... with portfolio of
flavors, consumer today has plethora of options at hand to choose from and therefore
high probability of buying one more scoop of ice cream. Also with increasing wallet size
and innovative modern retail formats, it has definitely given a good chance to the ice
KWALITY - a brand name that evokes immediate recognition and respect in today’s fast
changing food & beverage market. Kwality is a brand that has made a connection with an
entire generation of North Indians. For an entire generation of children who grew up in
Delhi and surrounding regions, having an ice-cream meant finding a Kwality vendor.
Almost 65 years ago, P. L. Lamba wanted to create a company whose very name would
reflect the service standard of all its future products – where the highest quality food
products would be served at the best price to satisfy the taste buds of an experimental
Delhi. With this mission in mind, in 1940 he opened the first Kwality restaurant in
Delhi’s famous Connaught Place and thus was born one of the most recognized brand
names of the country – KWALITY – a rich legacy that has continued to this day.
Within just a few years, the Kwality restaurant became the most popular food joint for the
people of Delhi. The name was an instant hit and a generation on the verge of national
independence saw the Indian food chain as a symbol of our national pride.
Today, over 60 years later, that pride is undiminished and from its humble beginnings,
the Kwality Group today successfully runs the famous Asiad Village restaurant complex.
P. L. Lamba’s gen-next Sunil and Dhruv Lamba have taken the family legacy into the
future with pulsating new ideas like The Breads and More café chains in India and the
P. L. LAMBA-Chairman
Lamba’s journey into the history pages of F&B began back in 1940s, when he set up the
first Kwality restaurant in Delhi’s Connaught Place. With his core business philosophy of
hard work combined with excellent service, P. L. Lamba had a sharp eye on the future of
the business and its growth in the new emerging India. His diligence and foresight for the
business has today created one of the oldest legacies in the Indian food industry, where
today Kwality is a name synonymous with class, world standards and pure delicious
taste. This is P. L. Lamba’s true legacy to his family business – a legacy that his next
A man with his eyes set on expanding the company’s core business, Sunil Lamba joined
the family business in 1974 and initiated an era of expansion. Kick-starting the flagship
GAYLORD collaboration between Ghai and Lamba Group, the company established
branches across the globe between 1972 and 1980 in Chicago, Kobe, San Francisco,
Birmingham and Manchester. His big move came in 1995, when the Lamba Group tied
up with Hindustan Lever Limited, who took over the marketing and distribution
operations of Kwality Ice Cream – taking the Kwality brand name across the globe.
entering into collaboration with Chopsticks for Chinese food, Colours n Spice for Indian
cuisine and Angeethi-The coal roast bar – making the Kwality Group into a truly multi-
cuisine specialist brand. Under Sunil Lamba’s leadership the Kwality Group today has
up with Brooke Bond Lipton India Limited (BBLIL) and transferred the marketing and
He’s the next generation of leadership for the family business. Post a Bachelor’s Degree
in Business Administration from “Les Roche” Switzerland, Dhruv Lamba has taken on
the task of streamlining all company functions and re-organizing company cadres to
Under his vision, The Kwality Group has ventured into new age dining concepts like
Tonic, a chic Lounge and Bar offering Continental cuisine tailor-made for the young
generation. Another foray was into Color n Spice - a specialty restaurant creating
exclusive legendary Indian recipes and Angeethi favorite eatery serving coal-fired cooked
snacks. His dynamism and keen sense of what the young generation looks for in fine
dining experience brought the French café chain Bread & More to India, which is now
quite successful in India. A keen sense of what the young people want from the F&B
industry also led him to venture into Express food counters in various malls and
hospitals.
WALL'S ICE CREAM
Wall's is the brand name of Unilever's Heartbrand ice cream business, used originally in
the United Kingdom and also currently (2006) in Hong Kong, China, India, Indonesia,
History
Wall's (Ice Cream) Ltd is the name of the company that for many years, as an
independent and then as a Unilever subsidiary, made and marketed the Wall's brand of
ice cream in the UK. Originally an independent British meat producer, Thomas Wall and
Son Ltd reputedly considered manufacturing ice cream in 1913 to fill in the seasonal
downturn in sales of meat pies and sausages in the summer months, but the advent of the
First World War prevented this. Wall's was acquired by MacFisheries in 1920 and then
(1922) by Lever Brothers Ltd (together with Margarine Union, the founder company of
ice cream grew in significance, Unilever split the company into two, T Wall and Son (Ice
Cream) Ltd and T Wall and Son (Meats) Ltd, selling off the meat company in 1994. In
1959, Wall's doubled capacity by opening a purpose built ice cream factory at Gloucester,
England. In 1981 Unilever merged T Wall and Son (Ice Cream) Ltd with Birds Eye
Foods Ltd to form Birds Eye Wall's Ltd. Following a review of production facilities, the
Gloucester factory was expanded and updated, and the Acton factory was closed
("Project Phoenix" 1983). Unilever continues to use the brand for ice cream in the UK
Whilst remaining (2006) the market leader in the UK in impulse hand held products such
as Cornetto and Magnum, and creative in-home products such as Viennetta, the Wall's
brand faces severe competition from the major supermarket brands and to a lesser extent
from Nestle's ice cream and ice lollies (absorbing the Rowntree's and Lyons Maid
Wall's was introduced in Pakistan at the start of 1995. Soon after its launching Lever
Brothers purchased all assets of Polka Ice Cream, the only large competitor in Pakistan to
Walls
We believe that people need small moments of pleasure in their lives, treats that make
them smile and lick their lips with delight. Who better to provide this but Wall’s ice
cream, after all with over 80 years of experience making ice cream, we think we’re pretty
good at it!
You can trust the Wall’s brand to provide you with a range of products for all occasions,
from lighter versions and mini sizes, to old favourites. There really is something for
everyone, making it easier for you to enjoy Wall’s ice cream as part of a balanced diet
Some Walls top favourites
At Wall’s, we like to think we have one of the best jobs in the whole world, making
delicious ice cream for the whole family. Our yummy Soft Scoop is no exception – we
put our passion for great tasting ice cream and over 80 years of ice cream making into
every single tub. Delicious on its own, with toppings or to complement our favourite
pudding, Wall’s Soft Scoop Vanilla and Wall’s Soft Scoop Vanilla Light are both
winners.
Cream of Cornish
We’ve been making Cornish ice cream for over four decades. Our cream of Cornish is a
creamy dairy ice cream which is made with fresh cream and contains no artificial colours.
Wall’s Cream of Cornish is a perfect accompaniment for your favourite desserts: it’s
ideal with a hot apple crumble on those autumnal days, and just as good with fresh
raspberries in the summer sun. And of course, Cream of Cornish is delicious by itself!
We also have a fabulous Kids range, including Twister, Calippo and Mini Milk.
Please see the “Wall’s Kids Range” section for more details.
Nutritional enhancements
However, we don’t just stop there, we think hard about nutrition too, constantly adjusting
our products to make them tastier and better for you by focusing on good ingredients.
What people might not know, is that ice cream can be a better alternative than other
Wall’s products are sold in more than 40 countries. The iconic Wall’s heartbrand operates
under different names in different markets (Wall's in the UK and most parts of Asia,
Algida in Italy, Langnese in Germany, Kibon in Brazil, and Ola in the Netherlands)
• In Europe all Walls ice cream products are now clearly labelled with energy, fat,
• Wall’s advertised during the second world war with “Keep Cool, Keep Calm”
• We invest around €50 million in ice-cream research and development each year,
Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturing industry and in
1956 became the first company in the country to use imported technology for
India, in 1995 Kwality Group joined hands with Hindustan Lever Limited and then there
was no looking back. The Indian consumer market was introduced to “KWALITY
WALLS” – the result of a collaboration between global brand Walls and the leading
Indian ice-cream brand Kwality. Though the two giants eventually parted ways, the
collaboration made Kwality a household name and created deep in roads for the brand in
Today, Kwality is not just a brand – it is the ice-cream associated with the Indian
summer; it’s the first choice in ice-cream for any child or adult during the scorching
Indian summers. Kwality ice-creams are trusted not only for their rich, creamy flavours,
but also for their trusted quality and nutritious food value.
HISTORY OF KWALITY WALLS
Kwallity Wall’s was launched in 1995 as Hindustan Unilever Ltd ‘s. master brand for ice
creams. With in-depth knowledge of the Indian market and Unilever’s state-of-the-art
technology, Kwallity Wall’s has been delivering superior quality products under its
international brands.
Hindustan Unilever started by merging 6 existing ice cream brands in the country and
then launched Kwallity Wall’s range of ice creams and frozen desserts.
• Unilever is the world's biggest ice cream manufacturer, with an annual turnover of
€5 billion
Heartbrand products are sold in more than 40 countries. The Heartbrand operates under
different names in different markets (Wall's in the UK and most parts of Asia, Algida in
In a world of stress, denial, restraint and 'less is more', providing moments of daily
pleasure is still really important for our customers and their families. Moreover, we take
great pride in believing that we are, in a way responsible for putting that smile on the
consumer's face.
Mention ice cream and most people think of the Heartbrand. The brand with the big red
heart logo is behind many much-loved ice cream classics - from indulgent treats like
Magnum and Cornetto, to the refreshing fruit tastes of Solero and family favourites like
Viennetta.
Few foods are guaranteed to put a smile on people's faces like ice cream. But while ice
cream should always be fun, we've an ever-growing range of lower fat, lower sugar
products. Heartbrand now provides lighter versions for those watching the calories and
smaller sizes for smaller appetites, as well old favourites - there's something for
everyone.
immediate effect on the part of the brain that is activated when someone is really
So we now have scientific evidence to prove what we all already knew, that ice cream
We believe that little pleasures in life, at some point, add up to make a huge difference.
Pleasure is not a sin. It is actually oxygen for the soul. We say that because it is a
• Nero (37-68 A.D.), The Roman Emperor, is said to have eaten a sort of water-ice.
• The Chinese claim that they have been making and consuming Ice Cream since
ages.
• Supposedly, Marco Polo (1254 – 1324) carried the Chinese Ice Cream recipes
• These were then introduced to the French by Italian chefs retinue of Catherine de¢
• During the late 1600s, The French King Louis XIV was known to have feasts
effets de la nature, published in 1674,contained the first recipe for flavored ices.
• The Quaker colonists who brought their ice cream recipes with them introduced
• It is said that Ice Cream was regularly consumed by Ben Franklin, George
• During the eighteenth century, the spread of ice pails and cookery books with ice
recipes, almost everywhere around the globe, resulted in the delicacy becoming
more common.
• Robert Green, in 1874, is supposed to have invented the Ice Cream Soda, which
took ice cream consumption in America and other parts of the world to great
heights.
• The twentieth century saw an explosion of sorts in the popularity of ice cream
• Italian confectioners made Gelato, their own form of Ice Cream, which became
• During the St. Louis World’s Fair in 1904, cones were used for the first time to
• A chemical research team in Britain came up with the soft ice cream, which had
more air in it. It became immensely popular because of its creamy yet light
• In the 1980s, the older, thicker ice creams made a comeback and were referred to
Almond Praline
The perfect combination of Pistachio & Almond Flavours; with Caramel sauce and
Choco Brownie
A sinful combination of rich chocolate, which guarantees long-lasting pleasure with cake
Thick strawberry enrobed with rich chocolate and sugar confectionery. This one is
surprises galore.
Rich butter Vanilla with orange coating on the top and sugar coated confectionery. It just
Bite through the tangy black grape crust to reach the hard jelly beneath. This little stick
Twister Zing
Enjoy refreshing raspberry with magical mango rings. It’s the perfect way to beat the heat
this summer.
Fruit n Nut
This is a scrumptious combination of exotic fruits like raisins and nuts. If a tub of this
We strongly believe that retailing is gonna be the next big thing in the ice cream industry.
The 'out-of-home' food market is worth Rs. 50,000 crores, and is growing at 25%. To
cater to the Indian consumer's increasing demand for indulgence and pleasure, malls and
Be it young or old, be it a 'post dinner dessert' or 'just another moment of indulgence', ice
creams have always appealed to all. Indulging one's self into the the taste-buds-titillating
flavors of tempting ice creams has always been an occasion for celebration. Indulging
Kwality Wall's is the market leader in the pre-packed ice cream segment in the country.
When talking about parlors, with our latest venture into the 'out-of-home' segment, we
have a wide variety of them. Today, our parlor channel is one of the largest ice cream
chains in the country. We invite all those who seek excitement in associating themselves
Unilever is the global leader in Ice Creams with a portfolio of powerful brands such as –
1. Wall’s,
2. Magnum
3. Paddle Pop
4. Cornetto
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
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
delivery.
KWALITY WALLS PARLOR
There are over 300 Kwality Parlours in India, which capture consumers with their
delightful range of ice cream flavors and sundaes. These Parlours attempt to capture ‘on
the move’ and ‘out and about’ consumer trends and hence are either exclusive Parlours in
• For Kiosk/ SIS you will require a minimum of 8ft by 6ft area
• For an Exclusive shop you will require a minimum of 150-sft carpet area with at least
10ft frontage.
• For Kiosk/ SIS you will require between Rs.2 to 2.5 Lacs
• For Exclusive Shop you will require between Rs.2.5 to 3.5 Lacs
SWIRL’S
This is a European concept that was launched in 1994 in The Netherlands. Swirl’s now
has over 500 Parlours across the globe. It was launched in India in 2004, and currently
has 51 Swirl’s Parlours. The core concept of Swirl’s is ‘Create your Own’ ice cream.
Swirl’s Parlours attempt to capture the ‘on the move’ consumer trends and are located at
high footfall areas such as malls and shopping centers and are classified under the
• For an Exclusive shop you will require a minimum of 12 ft frontage and size of 100-
Kwality Wall's is one of the major brands in the Indian icecream industry. The brand
Kwality icecreams which was one of the first icecream brand of India came in into
existance in 1940. In 1956, the brand which was a local brand began to spread its wings.
In 1995, Kwality Icecreams came into HLL's fold and is now marketed as Kwality
Wall's.
The Indian icecream market is estimated to be around Rs 1500-2000 crore with the
organised market hovering around 600 crore. Kwality Wall's had a market share of
around 40% of this segment. Although HLL and Amul is claiming leadership in the
Indian Icecream market, the fact is that the market is highly fragmented and increasingly
commoditised.
Amul entered the icecream market with a low price that changed the entire dynamics of
the game. Kwality Wall's could not sustain the price competition and withdrew from the
mass market. This has resulted in Amul gaining the market leadership position with
around 27 % and Kwality walls reduced itself as a premium player. ( the market share
With so many players in the market with little differentiation, the market is facing the
differentiation opportunities in this industry. Flavour and product varieties were the route
taken by major players. But flavours/varieties can be easily replicated by the competitors.
Cornetto, Feast, Viennetta. But could not sustain because the same was imitated by the
competitors.Cornetto became a generic name but HLL could not capitalise on that
popularity.
Amul took the life out of Kwality by positioning itself as " The Real Icecream" since
Kwality Wall's since the onslaught of Amul has faced positioning issues. The brand had
struck a reasonably good positioning as a " Connector of Hearts" . The brand had the
famous tagline " ho Jaye Dil Ka Connection" and some good ad campaigns. But the the
The positioning changed and so has the quality of the campaigns.There was no need to
change the positioning. But someone at the company was bored by this.
The recent tagline of Kwality Wall's is " Pleasure Up" which could be mistook for a
tagline for an Aphrodisiac . The ads also could not be viewed with family . When I first
The marketers at HLL is totally confused about the brand values , the basic STP and all
marketing fundas. The owners are too obsessed with the dictum " Sex Sells", or they are
too desperate about this brand. While Amul carefully connecting its corporate image with
their icecream brand, Kwality Wall's is repelling its existing customers. Kwality Wall's
should be positioning itself as family brand with quality and variety as its major
strength's. There is also a space for a subbrand in the youth category . The task is to
create an excitement in the market with promotions and new product introductions. But
Kwality Wall's is wasting its money in positioning itself as a " Sexy " brand.
With the whole icecream segment becoming commoditised, it takes lot of careful
strategic brand management to survive. Kwality is facing its worst crisis in its life. It has
KWALITY Wall's, a division of Hindustan Lever Ltd (HLL), has launched softy ice
cream and has positioned it as a mass market product, according to Mr J.H. Mehta,
Mr Mehta told Business Line, that HLL was the leader in the Rs 1,000-crore ice cream
market and this was the first time the company had ventured into the softy segment. Softy
The softy segment has been dominated by small restaurants and individual outlets. Mr
Mehta said in a large number of cases, the quality and hygiene of ice cream from these
The company has been test-marketing the product in Chennai for the last four-five
months. The findings of the test market is that there is tremendous growth potential for
this product in the ice cream market. Early market research has also revealed that softy
ice cream, priced at Rs 5, has mass appeal with no barriers of age and cutting across of
social strata.
The company has also developed a tamper-proof wet mix system which ensures no
human contact with the ice cream right from the factory till the consumer gets the
product.
Mr Mehta said most of the local softy production involved mixing liquid milk and water
with a dry mixture at the outlet which exposes consumers to micro-biological risks.
Kwality Wall's softy, he said, used a pre-mixed liquid, that was produced and seal ed at
Mr Mehta said the company would be rolling out the product in six big towns in the
South and West of India in a year's time. The company plans to have around 45-50 softy
kiosks in Chennai. The company is opting for the franchisee route for its distributi on.
Mr Mehta said this was also a new business model with the company providing the
machinery, training, advertising and quality country and the franchisee providing the
place and personnel. Each outlet is estimated to cost around Rs 6-7 lakh.
The company will be drawing a sample from each of the kiosks everyday to test for
quality, he said.
This may be different from the distribution set-up of the other ice cream products, which
are distributed in grocer's and other retail outlets. The distribution would also be more
For pre-set ice cream varieties such as cones, cups and bricks, the cold chain has to be
maintained and the products are transported by refrigerated trucks to the outlets. The
ready mix, on the other hand, could be distributed to kiosks with no cold chai n
Advertising for the product will be localised and will be kiosk-based to draw traffic to
This will again be quite unlike the advertising of Cornetto, Feast and Max, which is
The company is leveraging the strengths of the Unilever group for research and
A sweet news to kids who dread their daily milk! Kwality Wall's today introduced
'MOO', a calcium- enriched ice cream with goodness of milk, on the occasion of World
Health Day.
Popular actor Kushboo, who graced the launch function along with her two daughters,
launched the product amid cheers by children and ice cream lovers.
Hindustan Level Limited Category Head(Ice Creams) Sailesh Venkatesan said the
product, a fun combination of vanilla and chocolate, had the goodness of milk and
safety standards that made it pathogen free, thereby ensuring that it did not cause cold,
With a cow spotted look, adorable cow mascot and rich creamy taste, MOO comes in
various forms -- a 60 ml stick priced at Rs ten and a 900 ml brick priced at Rs 80.
Mr Venkatesan said MOO would be available at all retail stores across India.
The Kwality Walls franchise is a one of the leading providers of ice creams and frozen
desserts in India. The ice cream services franchise was established in the year 1940 by P.
L. Lamba. Today Lamba is the Chairman of the group and the Kwality Brand, which is
now called “Kwality Walls”, is synonymous with ice-cream. The dessert services
The products have had excellent acceptability by the Indian consumers due to its hygienic
standards and constant high quality. Over the years, the team at Kwality Walls have
The story of Lamba, the managing director of Kwality Ice cream, is summed up in three
words-enterprise, perseverance and luck. With his modest beginning over 50 years ago,
he has now become the proud owner of a huge and flourishing business in North India.
It was in the year 1994, Kwality Walls entered into collaboration with Brooke Bond
Lipton India Limited which transferred the marketing and distribution rights of the ice-
cream to Kwality Walls. Under Kwality’s “strategic alliance” with Brooke Bond Lipton
India the latter is presently involved with the marketing and distribution of the Kwality
The scoops of freshly mounted ice served with honey and fruits were hot favourites of
people right from 1 A.D. Today, Kwality Walls tickles the tastes with its platter of ultra-
indulgent flavours.
IN a major shift in strategy, the Rs 162-crore Kwality Walls division of Hindustan Lever
Ltd (HLL) will be moving away from its mass-based products, to high-end products, with
Kwality Walls will also promote itself as a power brand, gathering all its various products
With this strategic shift, HLL's ice-cream division hopes to corner a fair share of the
market, which it hopes will help the division turn the corner and reduce the accumulated
Says Mr J.H. Mehta, Executive Director (Ice-creams), HLL, "If you remain with the
same strategy for a long time and it doesn't deliver, there is no risk in changing the
flavours in the Max range, as we were looking at the mass market. This year, we are
trying to bring innovation in a different plane. In the past we were afraid of charging a
price, now we are saying that the product is so good that people will see a value for their
money. What we are trying to bring is more excitement around the category. We did a lot
"Earlier, we were saying...let's expand the market from two rupees to five rupees for the
mass product, then we realised that we were not cutting much ice. You go to the mass
market, the semi- rural market, it increases fixed costs quite a lot but it doesn't give you
the returns, for the habits (ice-cream eating) are not very large."
But this does not mean that Kwality Walls will phase out the mass product range. "We
will be there, but now our range is from Rs 5 to Rs 125, for all income groups. But we
will be focussing on the high-end market, where the habits and the purchasing power
Then the visual ads for the various products, be they Super Cornetto, or the Black Currant
sundaes have been emphasising a softer, creamier and natural feel to the ice cream. This
is obviously in reaction to Indian consumer tastes, bred on milky ice-creams from the
local parlours and players and from Amul, Kwality Walls' major competition.
Says Mr Mehta, "What we have done in Super Cornetto is, we have put a sauce inside,
which gives it a softer taste. Similarly in Sundaes, the addition of sauce makes them
softer. The way the rosette is formed on top of the Super Cornetto is softer. All the
"What we brought six years ago, was an European product into India. Over the years, we
have gained consumer understanding and we have been studying the trend. We are
constantly learning and now we're trying to make it more suitable for Indian conditions.
At the same time we have a strong linkage with the global R & D, for instance Vienetta is
completely international."
Then the need to brand Kwality Walls as a power brand came with the overall strategy
that HLL adopted to promote 30 brands. The strategy was not to fritter away advertising
money on too many brands, as the same money could be spent on fewer brands to create
a much better impact. Internally, Unilever cut its focus on some 1,600 brands and brought
Says Mr Mehta, "Although Kwality Walls existed as an umbrella brand, we have not
really promoted it as a brand, people would remember a Cornetto or a Max, they would
not connect it with Kwality Walls. The advantage of advertising Kwality Walls, is that
under that we are still advertising Super Cornetto or the others. But Kwality Walls is so
overwhelming that it will create an image for the entire range rather than creating an
image for a few of them. When people say Kwality Walls they should think of ice creams
With the new strategy, Kwality Walls hopes it will also be able to convert Indian dessert
eating habits from mithais/halwas to icecreams. "In India we have a strong range, a
versatile range of alternate desserts such as halwas and mithai. Any celebration, the first
thing we think of is mithai and not ice-creams. So ice-creams have to come to the top of
the mind recall. That ice-creams are exciting products to eat even at home. People should
eat more sundaes at home than eating gajar halwa or gulab jamun."
CORNETTO (ICE CREAM)
Cornetto is a branded frozen ice cream cone, manufactured by Unilever and marketed
throughout the world under various different company names, but with the same
Heartbrand logo.
Manufacturing
The idea of selling frozen ice-cream cones had long been a dream of ice-cream makers,
but it was not until 1959 that Spica, an Italian ice-cream manufacturer based in Naples
conquered the problem of the ice-cream making the cone go soggy. Spica invented a
process, whereby the inside of the waffle cone was insulated from the ice-cream by a
layer of oil, sugar and chocolate. Spica registered the name Cornetto in 1960. Initial sales
were poor, but in 1976 Unilever bought out Spica and began a mass-marketing campaign
throughout Europe.
Varieties
and Nut, whilst previous flavours have included Rum & Raisin in the 1980s. Now its
flavours include Lemon, Whippy (Yogurty flavour with a chewy chocolate), Valentine's
day flavours, and Cornetto Soft (soft ice cream that comes in chocolate chip, cookie
Cornetto Soft is sold on the street by vendors and is made on the spot with an ice cream
dispenser, but the other flavours are pre-made and are factory packaged.
Advertising campaigns
The brand was marked by a successful advertising campaign which placed the Italian
song O Sole Mio into a variety of stereotypical Italian locations and situations, with its
• give it to me,
• Give me Cornetto,
The adverts ran for ten years during the 1980s and 1990s, and resurfaced in 2006, this
time sung by pedestrians, drivers, office workers and marathon runners in Central
London. To a sizable number of British consumers the alternative lyrics are more familiar
The lyrics to "Just One Cornetto" was also adopted by fans of Greenock Morton in the
late 80s and early 90s for reasons which are still unknown. It's still occasionally sung by
Amul:-
Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted
of impulse products like sticks, cones, cups as well as take home packs and
institutional/catering packs. Amul ice cream was launched on the platform of ‘Real
Milk. Real Ice Cream’ given that it is a milk company and the wholesomeness of its
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and
Delhi in 2002. Nationally it was rolled out across the country in 1999.
It has combated competition like Walls, Mother Dairy and achieved the No 1 position in
the country. This position was achieved in 2001 and it has continued to remain at the top.
Today the market share of Amul ice cream is 38% share against the 9% market share of
Not only has it grown at a phenomenal rate but has added a vast variety of flavours to its
ever growing range. Currently it offers a selection of 220 products. Amul has always
brought newness in its products and the same applies for ice creams.
In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice
Cream, which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic
Delight & ProLife Probiotic Wellness Ice Cream is created for the health conscious.
Amul’s entry into ice creams is regarded as successful due to the large market share it
was able to capture within a short period of time – due to price differential, quality of
products and of course the brand name. For any new player to enter this market, three
• Growing market
Amul is India's largest selling Ice Cream. Amul Ice Cream has taken the top spot by
replacing Kwality Walls. According to a survey Amul Icecreams are perceived as being
superior on creaminess, taste and price. Amul is also considered to be a family brand
offering a better price. Amul Ice Creams come in following flavours: Vanila, Strawberry,
Kesar Pista, Kaju Draksh, Butterscotch, Chocochips, Rajbhog and Cashew Break. Amul
is the brand of Gujarat Cooperative Milk Marketing Federation (GCMMF), India's largest
food products marketing organisation. It is a state level apex body of milk cooperatives in
Gujarat which aims to provide remunerative returns to the farmers and also serve the
interest of consumers by providing quality products which are good value for money.
Vadilal:-
Vadilal is one of the major milk and dairy product suppliers in India. The Vadilal
Industries Limited specializes in ice creams. With its diverse range of ice creams, the
brand of Vadilal has captured a substantial share of the Indian ice cream market.
Vadilal Industries Limited started its operation with a simple hand cranked machine.
Since then it has extended its reach in different segments of ice creams. The central office
of the Vadilal group is located in Gujrat. The reasonable price tags and exclusive
ingredients are the main factors behind the huge popularity of the Vadilal Group of
Companies.
The ice cream manufacturing units of the Vadilal Industries Limited come with a daily
production capacity of 1-lakh liters in total. The product list of Vadilal includes 200
different types of candies, cones, cups, party and family packs and bulk packs.
To meet the demand of its huge customer base, the ice cream division of Vadilal
launches one new flavor each month. Vadilal Ice Cream is the first of its kind to initiate
The Vadilal ice cream range offers a wide variety of milk and dairy products to suit the
tastes of its innumerable customers. The rich cream varieties are ideal for the foodies.
The low fat desserts of Vadilal are meant for those who are going through a restricted
diet. Besides the common flavors like strawberry, vanilla, butterscotch and chocolate, the
Vadilal Ice–Creams offer many other lip-smacking varieties. The Fresh Fruit Fantasies,
ICE- CREAM
Brand image of the ice cream - The consumer considers the kind of image the brand that
he is going to purchase depicts. It has to suit certain status symbol, quality and any other
personal brand requirements that the consumer may have. It is important that the brand
Health Issue to ice creams relating-The modern consumer is highly health conscious and
is becoming aware of the rising health issues and its impacts. It is important that the
brand satisfies this need of the consumers and ensures health related gains rather than
Suitability – The product should suit the taste, flavor and ingredients that is in line with
Price of ice cream -Price should be affordable and the product should provide money’s
worth in terms of quality, quantity and consumer satisfaction. as kids also form a main
segment of our section a proper care should be given as far as pricing is concerned.
Environment-The environment should be such that the consumer wants to stay there and
Quality of ice cream – the quality of the ice cream delivered certainly plays a vital role in
determining whether the customer will re purchase the brand or not. The quality and taste
of ice cream determines the satisfaction level of the customer and hence plays a vital role
Satisfaction from ice cream- well satisfaction is a holistic picture the total experience of
the customer with the brand considering various factors as mentioned above and then
finally arriving at a conclusion saying whether he is satisfied or not from the product.
RECENT DEVELOPMENT IN ICE CREAM
This time companies are coming with concept of Probiotic health and wellness ice
creams and sugar free variants. They are coming with natural flavors like natural
vanilla.
Amul, the market leader in the ice cream space, has already launched Probiotic
health and wellness ice creams and is also offering sugar free variants.
decided to expand its naturally flavored offerings along with its new packaging.
Some company is looking at adding more natural flavors to its portfolio. The
company is also betting big on fruit juice bars to cater to the growing number of
conscious consumers.
Hindustan Unilever introduced Moo ice cream under the health and wellness
mothers because of its health credentials -- each stick has calcium equivalent to
In the field of marketing and setting up new shops the multinational companies
are targeting big malls and multiplex. They are setting shops in malls and
multiplex in good positions to attract customers. They are spending a lot of money
to setup these types of big shops because they know that the buying capacity of
Indian people is increased very rapidly and most of them are ready to pay the
WEB
1. http://www.kwalitygroup.com
2. www.en.wikipedia.org/wiki/Kwality_Wall's
3. www.hul.co.in
4. www.kwalitywalls.in
5. www.google.com