Source : INDIA TODAY NEWS
Kwality Wall’s is planning a major change in India as it moves away from frozen desserts made using vegetable fats and focuses fully on milk-based ice creams. The company believes Indian customers are increasingly choosing dairy products because they are seen as better in quality and more nutritious, reported The Economic Times.
Peter ter Kulve, global CEO of The Magnum Ice Cream Company, said India has become the company’s biggest focus market after the ice cream business was separated from Unilever. Speaking to The Economic Times, he said, “The company took a principled decision to become a full dairy business even without a formal business case.”
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BIG OVERHAUL ACROSS BUSINESS
The company is making changes across products, pricing, factories and supply systems. Around half of Kwality Wall’s products are expected to be dairy-based this year, while most of the shift will be completed next year.
The company also plans to invest more money in India after years of limited focus under Unilever. Prices in some categories are being reduced by up to 30%, while local flavours such as kulfi and kesar bhog are being added to attract more consumers.
EXPANSION PLANS IN INDIA
Kwality Wall’s is also strengthening its cold-chain network and plans to place nearly one million cold cabinets across India to improve reach and storage.
Ter Kulve admitted the company lost market share over the years as rivals such as Amul and regional brands expanded quickly. He praised Amul for offering quality dairy ice cream at affordable prices.
India, currently a nearly $200 million market for the company, could eventually become its biggest business globally, he said.
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SOURCE :- TIMES OF INDIA
