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Ice-cream War Hots Up: HLL refutes Metro Dairy’s claim

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Ice-cream War Hots Up: HLL refutes Metro Dairy’s claim

Value or volume? Kolkata’s ice-cream lovers got some summer training in marketshare jargon, with multinational Hindustan Lever Ltd seeking to melt upstart Metro Dairy’s claims of having emerged as the number one here.

Metro Dairy, yesterday announced that it had grabbed a 44.1 per cent share of the total ice-cream volume in April 2002.

Quoting an ORG-Marg retail store audit, Metro said that it had upstaged HLL’s Kwality Walls. According to Metro, Kwality Walls had a share of 30.2 per cent, Rollick 8.8 per cent, Amul 5.8 per cent, and Big Ones 3.8 per cent.

Metro’s claim attracted sharp reactions from all players. The spokesman for HLL quoted from the same ORG-MARG study to claim that it is still the leader in Kolakata by value, in April 2002, with 41.8 per cent. Metro, HLL said, had a share of only 33.9 per cent.

The survey, conducted by ORG-Marg for the month of April 2002 in the Kolkata region, states that 4.29 lakh litres of ice-creams were retailed in the region during the period.

Metro claimed that it became the No. 2 brand here within a year of its launch, with a marketshare of 35.5 per cent. The growth continued, leading to April’s upset.

Amul, the latest entrant, said the ORG MARG audit is not a “true” indication of its performance.

Source: Financial Express


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.