Scooping Success: How Jeetendra Bhandari is reshaping India’s frozen dessert market

From early bets on digital ordering to a multi-brand portfolio spanning premium scoops, traditional kulfis, and novelty treats, the Walko Food Company founder shares how innovation and consumer focus are powering his sweet ascent.

In India’s competitive frozen dessert market, Jeetendra Bhandari, Founder and Managing Director of Walko Food Company, has emerged as a visionary entrepreneur steering multiple beloved brands. Under his leadership, the company has built a portfolio that includes NIC Ice Creams, Grameen Kulfi, and the recently acquired Meemee’s Ice Creams.

“Every brand we run has a distinct audience,” Bhandari says, “but what unites them is our uncompromising approach to quality and our consumer-first thinking.”

From Beverages to Frozen Delights

Bhandari’s entrepreneurial journey began in the beverage business. “I actually started in beverages, not ice creams,” he recalls. “But I noticed there was a big gap in the market for premium, clean-label ice creams that weren’t just in parlours.”

Rather than follow the traditional parlour-led distribution model, Walko chose a more agile approach. “From day one, we decided to focus on general trade, modern trade, and e-commerce,” he says. “That gave us a national reach without needing heavy infrastructure like parlour chains.”

Early Bet on Digital Ordering

By 2016–17, when delivery platforms like Swiggy and Zomato were still in their early days, Walko had already made digital sales part of its strategy.

“We were already active on e-commerce before most brands thought of it,” Bhandari says. “So when delivery apps took off, we were ready. It allowed us to reach customers in places where we didn’t even have physical distribution.”

Weathering the Pandemic

The COVID-19 pandemic tested every food business in India.

“When lockdown happened, we already had a strong presence on Swiggy and Zomato,” Bhandari explains. “So even with stores closed, customers could still order NIC, Grameen, or Meemee’s from home.”

That continuity not only kept loyal customers but brought in new ones.

“A lot of people tried us for the first time in lockdown, and many stayed with us,” he says.

Crafting a Multi-Brand Strategy

Bhandari has built a portfolio that caters to different consumer needs without overlap:

• NIC Ice Creams — “Premium, indulgent, clean-label ice creams made with natural ingredients.”
  
  
• Grameen Kulfi — “Rooted in tradition, offering authentic, locally inspired flavours.”
  
  
• Meemee’s Ice Creams — “Novelty desserts like tacos, rollies, and ice cream cakes for experimental eaters.”
  
  

“This diversification means we can connect with different audiences and price points, but still keep each brand’s identity intact,” he says.

Balanced Marketing for Maximum Reach

Bhandari takes a calculated approach to marketing. “Around 40% of our budget goes to Swiggy and Zomato for visibility,” he notes. “The rest — about 60% — we put into offline marketing like TV ads, outdoor campaigns, events, collaborations, and YouTube.”

The goal is to be visible wherever the consumer is. “We want people to see us both when they’re scrolling on their phones and when they’re out on the road,” he explains.

Innovation at the Core

For Bhandari, product innovation drives the brand more than anything else. “The product has to lead the way,” he says. “If your product is great, the branding will follow naturally. Every flavour or format we create starts with what the consumer actually wants.”

This philosophy applies across the portfolio — from a time-honoured kulfi to a playful ice cream taco. “We want to give people something exciting every time they open the freezer,” he adds.

Looking Ahead

With strong distribution, a growing portfolio, and a strategy that bridges digital convenience with offline presence, Walko is set for more growth.

“Our focus will always be to innovate, listen to consumers, and make sure every scoop, every bite delivers joy,” Bhandari says. “That’s the real measure of success for us.”