Haagen Dazs, the world's largest super premium ice-cream brand, plans to enter India. The company is said to be scouting for potential partners and franchisees in the country. The ice-cream and frozen dessert brand, widely considered synonymous with high quality.
According to industry sources Haagen Dazs plans to adopt the boutique-cum-retailing model, where the company's products will be available at both the specially appointed boutique ice-cream stores and general retail outlets. Haagen Dazs operates through a network of over 700 Haagen Dazs cafes, clubs and speciality ice-cream shops in over 54 countries.
Industry sources say that Haagen Dazs plans to initially import the ice-cream, frozen bars and frozen yoghurts in fully-manufactured form. The products will be positioned in the super premium ice-cream category, targeting a niche, discerning segment of consumers in the country.
The size of the super premium segment of the ice-cream market in India is expected to be about Rs 200-300 crore. The segment, which for many years did not witness any players, is suddenly abuzz with action. Earlier this year, Movenpick, the Swiss super premium ice-cream brand, entered the Indian market. The Swiss company, which also adopts the boutique-cum-retailing business model, has already set up a network of about four boutique ice-cream outlets, while simultaneously distributing through retailers in Delhi, Chennai and Bangalore.
The premium ice-cream segment, which is a notch lower in pricing and brand positioning, is also likely to witness more action during this year.
Two established players - HLL's Kwality Walls and Baskin Robbins - are planning a repositioning exercise. Nestle, which has been busy fine-tuning its milk procurement and tying up other logistics issues, was now planning a foray into the ice-cream market. The sources said that since its Dairy Queen brand may not find expected levels of brand awareness, the company was likely to launch its ice-cream under the Nestle brand itself.
Before Haagen Dazs makes its ice-cream available on the shelves, it is likely to work on putting in place the logistics required to import, transport and distribute its products. To this end, warehousing and a cold chain network is being identified.
Source: Business Line