The Hindu Business Line : Kwality Wall's prices slashed

HINDUSTAN Lever Ltd (HLL) has been able to hedge its ice-cream business from the inflationary prices of inputs by undertaking cost-cutting in its supply chain.

According to Mr J.H. Mehta, Executive Director (Ice-Creams), HLL, the company has actually reduced the price points across some of its ice-creams, particularly in the premium-end. For instance, the price for the premium Viennetta ice-cream has been brought down from Rs 125 to Rs 99.

Further, HLL on Wednesday rolled out newer ice-creams at aggressive price points, including the Kwality Wall's Cornetto, priced at Rs 15.

Meanwhile, in a bid to drive sales of its ice-creams, the company is set to roll out an aggressive campaign using print, outdoor as well as electronic media.

Titled Dil ka dhol bajao, the campaign seeks to convey to the consumer that any reason is good enough to celebrate with a Kwality Wall's ice-cream.

The major focus of this campaign will be in the six major metros, which account for about two-thirds of total ice-cream sales for HLL. Mr Mehta added that the company would also strive to have a presence in the new malls that are coming in these cities through its ice-cream parlours.

HLL's ice-cream business recorded a turnover of Rs 185 crore in the last fiscal.

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