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Hindustan Unilever is taking its ice-cream brand Magnum to new cities this summer.
First introduced in Chennai in 2013, the company plans to ramp up its brand footprint by adding new cities every year.
Sumit Mathur, General Manager, HUL, said: “After successful pilot in Chennai in 2013, Magnum was rolled out in Mumbai, Hyderabad, Bengaluru and Pune in 2014, and we have launched it in Delhi and Kolkata this year.”
In reply to an e-mail query, he said the Delhi ice-cream market is large and is a key part of Magnum’s scale up plans this year.
The company held an event to mark the launch of Magnum in Delhi with actor Kareena Kapoor as its brand ambassador.
On the company’s distribution strategy, Mathur said, “Magnum will be available through multiple channels, including premium grocery, modern trade outlets and also “Magnum on Wheels” vending carts.”
Magnum is available in three flavours — Classic, Almond and Chocolate Truffle — in Delhi and is priced at ₹90.
Endorsed globally by the like of American actors Eva Longoria and Liv Tyler, the ice-cream brand is made of Belgian chocolate sourced from Barry Callebaut, a leading manufacturer of high-quality chocolate and cocoa products.
According to industry estimates, the branded ice-cream market in India stands between ₹3,000 crore and ₹3,500 crore and is fairly fragmented, with big national players, international brands as well as strong regional players.
Gourmet and premium ice-cream products have been gaining popularity, especially in urban regions.
While the company did not give specifics on the future growth projections for its premium ice-cream brand this year, Mathur said, “We are very confident of strengthening our consumer franchise going forward.”
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