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Creambell targets sales turnover of Rs 500 crore with capacity addition
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Saturday, 21 December, 2013, 08 : 00 AM [IST]
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Anurag More, Mumbai
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fiogf49gjkf0d Creambell, a leading ice cream brand with strong presence in north India, is planning to reach a sales turnover of Rs 500 crore next year.
In this regard, in an email interview, Nitin Arora, CEO, Creambell, informed FnB News, “We expect to close 2014-15 with a sales turnover of Rs 500 crore on the back of capacity enhancement and retail expansion. In addition to this, we are looking at increasing our number of static outlets to 45,000 from the current 37,000 by the end of 2014. Also, we are planning to set up a new plant in the eastern region.”
He added, ”We have three production facilities namely in Baddi in Himachal Pradesh and Kosi near Agra, which cater to demand in the northern region. Our plant in Goa caters to the southern and western regions. We are now looking at setting up a plant in the eastern region to strengthen our presence in the region.”
All the 3 plants are equipped with machinery sourced from top-notch suppliers across the globe. These are ably supported by compliance to world-class processes at the production floor. Plants are accredited with ISO 9001: 2008 and ISO 22000:2005 certification.
“The plant envisaged in the eastern region, during phase 1, will cater to this region’s capacity for the first 2 years. This would translate into an investment in the range of Rs 50-60 crore. Aggregate existing capacity is used to the hilt during the summer season,” mentions Arora.
The Indian ice cream market is one of the fastest growing sectors amongst the Indian food market, posting a CAGR of 15% in the period 2007–2012; it is further expected to increase to a 17.6% CAGR during 2012–2017. The company currently has a 15% market share and it aims for a market share of 18-20% in the next 5 years.
According to Arora, the company has consistently taken the lead in introducing a wide range of innovative products and flavours. “We have many firsts to our credit - ice cream smoothies / Sacch Much range made of fruit pulp / Cylindrical shaped ‘Delighto’ range and a host of other such products.
Speaking about R&D, he pointed out, “Our R&D team is always working on developing new flavours/textures/combinations/formats/shapes – all in a bid to delight our customer base. Just this year alone, Creambell has introduced over 16 new products. Some of them are as follows:
• 100% vegetarian ice cream cakes - Tropical Paradise and Golden Fantasy.
• Blue Lagoon - Won the Gold in the Kids category (judged by panel of kid judges) in the recently held ‘Great Indian Ice Cream Contest 2013’ held under the aegis of Indian Dairy Association.
• Shahi Kheer (offers the traditional mouth-watering taste of Kheer, in an ice cream offering with a generous sprinkling of almonds, pistachios, cashews and raisins. It won the silver in the innovation category at the recently held ‘Great Indian Ice Cream Contest 2013.’
• Paan Kulfi - Combines the unique taste of paan (betel leaf) in Creambell's creamy kulfi on stick.
• Rounder – First-ever mix fruit ice cream sandwich with chocolate flakes between two rounded biscuits.
• Probiotic frozen yougurt – Available in three exciting flavours - Mango, raspberry and wild berries. This probiotic yogurt has a great taste and is a preferred choice of the health-conscious segment.
• Sacch Much Rasberry/Strawberry/Litchi - Extended the hugely popular Sacch Much range made of real fruit pulp.
• Maxxum Sweetheart & Maxxum Maxx - (Launched as a pair to coincide with Valentine’s Day - Sweetheart is the very first white chocolate coated ice cream bar in India).
• Ice cream smoothies - First ever launch of Ice cream smoothies in mango and strawberry flavour.
• Irish Cream - (A take on the traditional coffee and cream, a Western favourite to coincide with X’Mas).”
The company has also taken the lead in developing cutting-edge packaging. Easy-to-grip triangular tubs are its newest innovation in packaging.
Mentioning about exports, Arora said, “We don’t export but have a small presence in Nepal and are currently building presence in the East African market.”
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