Natural Ice Cream
{{Use dmy dates|date=October 2018}}
{{Use Indian English|date=October 2018}}
{{Short description|Indian ice cream brand}}
{{Infobox brand
| name = Natural Ice Cream
| logo = Natural IceCream Logo.png
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| producttype = Ice cream
| currentowner = Kamaths Ourtimes Ice Creams Pvt. Ltd.
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| country = India
| discontinued =
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| markets = India
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| tagline = Taste the Original
| website = {{url|http://mahavirnagaricecreams.in}}
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Natural Ice Cream, d/b/a Naturals, is an Indian ice cream brand owned by Mumbai-based Kamaths Ourtimes Ice Creams Pvt. Ltd.{{cite web | title=Mumbai: Natural Ice Cream Eyes UAE, Southeast Asia Entry | website=Daijiworld Media | date=5 December 2011 | url=http://www.daijiworld.com/news/news_disp.asp?n_id=123844 | accessdate=11 May 2016}} It was founded by Raghunandan Srinivas Kamath who opened its first store at Juhu in Mumbai in 1984.{{cite web | title=How Raghunandan Kamath made Natural Ice Cream a 50 crore business | website=The Economic Times | date=9 January 2012 | url=http://articles.economictimes.indiatimes.com/2012-01-09/news/30607651_1_natural-ice-cream-pav-bhaji-fruit-vendor | archive-url=https://web.archive.org/web/20120112043127/http://articles.economictimes.indiatimes.com/2012-01-09/news/30607651_1_natural-ice-cream-pav-bhaji-fruit-vendor | url-status=dead | archive-date=12 January 2012 | accessdate=11 May 2016}}{{cite web|author=Aziz, Nuzhat|date=16 July 2008|url=http://www.hindustantimes.com/india/today-passion-fruit/story-CO2nA6fDGpu8SEBgdLEj4J.html|title=Today: Passion fruit|work=Hindustan Times|accessdate=11 May 2016}}[http://www.fnbnews.com/Top-News/Recipe-for-Success-Century-and-more-for-Kamath-natural-ice-cream-king "Recipe for Success: Century and more for Kamath, natural ice cream king"]. FNB News.
The chain recorded a retail turnover of {{INR}}300 crore in the financial year 2020, up from {{INR}}115 crores in 2015.{{cite news |last1=Karelia |first1=Gopi |title=Naturals Ice Cream: How a Fruit Vendor's Son Built a Rs 300 Crore Empire |url=https://www.thebetterindia.com/258947/naturals-icecream-order-online-fruit-vendor-raghunandan-kamath-success-story/ |access-date=14 August 2021 |work=The Better India |date=20 July 2021 |language=en}}{{cite web|url=http://www.livemint.com/Companies/zcQDb4RstMwepF5y8bdWsM/Natural-to-invest-Rs5075-crores-to-add-100-icecream-parlou.html|title=Natural to invest Rs50-75 crores to add 100 ice-cream parlours|author=Suneera Tandon|work=Mint|date=15 October 2014 |accessdate=11 May 2016}} The ice creams are manufactured by Kamaths Ourtimes Ice Creams Pvt. Ltd. and retailed by its subsidiary company Kamaths Natural Retail Pvt. Ltd.{{cite news |title=Rating Rationale - Kamaths Ourtimes Ice Creams Private Limited |url=https://www.crisil.com/mnt/winshare/Ratings/RatingList/RatingDocs/Kamaths_Ourtimes_Ice_Creams_Private_Limited_December_05_2019_RR.html |access-date=25 December 2022 |work=CRISIL}}
The 2017 rebranding effort, which established the ‘Taste the Original’ tagline, aimed to set it apart from similar named brands popping up.{{Cite web|url=https://www.financialexpress.com/industry/natural-ice-creams-looks-to-add-another-125-stores-in-next-five-years/1444980/|title=Natural Ice Creams looks to add another 125 stores in next five years|date=16 January 2019}}
Market
As of April 2022, the chain has 18 directly owned stores and 119 franchised stores across 11 states.{{cite news |last1=Roy |first1=Shobha |title=Naturals ice cream brand looks to expand its presence in south India |url=https://www.thehindubusinessline.com/companies/naturals-ice-cream-brand-looks-to-expand-its-presence-in-south-india/article65286658.ece |access-date=25 December 2022 |work=The Hindu Businessline |date=3 April 2022 |language=en}} The stores are present in the states of Maharashtra, West Bengal, Karnataka, Goa, Telangana, Kerala, Madhya Pradesh,{{cite news |title=Successful, naturally! |url=https://www.theweek.in/theweek/cover/successful-naturally.html |access-date=25 December 2022 |work=The Week}} Chhattisgarh, Gujarat,{{cite web|url=https://www.zomato.com/ahmedabad/natural-ice-cream-navrangpura|title=Natural Ice Cream|work=Zomato|accessdate=11 May 2016}} Rajasthan{{cite web | title=Ice-cream company Natural to open its first store in Delhi by Diwali | website=The Economic Times | date=22 July 2014 | url=http://articles.economictimes.indiatimes.com/2014-07-22/news/51882402_1_first-store-vadilal-inventory-levels | archive-url=https://web.archive.org/web/20140724004442/http://articles.economictimes.indiatimes.com/2014-07-22/news/51882402_1_first-store-vadilal-inventory-levels | url-status=dead | archive-date=24 July 2014 | accessdate=11 May 2016}} and Delhi NCR.{{cite web|url=http://indianexpress.com/article/lifestyle/food-wine/natural-ice-cream-to-open-first-store-in-delhi-on-oct-15/|title=Natural ice cream to open first store in Delhi on Oct 15|date=10 October 2014|work=The Indian Express|accessdate=11 May 2016}}{{cite web | title=Natural ice cream eyes 100 outlets, opens first store in Delhi | website=News18 | date=15 October 2014 | url=http://www.news18.com/news/india/natural-ice-cream-eyes-100-outlets-opens-first-store-in-delhi-720358.html | accessdate=11 May 2016}}{{cite web|url=http://articles.economictimes.indiatimes.com/2015-11-04/news/68017220_1_dairy-products-natural-ice-cream-delhi-ncr|archive-url=https://web.archive.org/web/20160410213555/http://articles.economictimes.indiatimes.com/2015-11-04/news/68017220_1_dairy-products-natural-ice-cream-delhi-ncr|url-status=dead|archive-date=10 April 2016|title=Food & Grocery retailer iOrderFresh inks strategic tie-up with Natural Ice Cream in Delhi NCR|work=The Economic Times|accessdate=11 May 2016}}{{cite news | title=Natural Ice Cream enters Delhi, to go national | website=Business Standard | date=15 October 2014 | url=http://www.business-standard.com/article/companies/natural-ice-cream-enters-delhi-to-go-national-114101500822_1.html | accessdate=11 May 2016}}
Production and trade
The brand's only production facility is situated in Charkop, a suburb of Kandivali in Mumbai, India. The company supplies to its stores every day.{{cite magazine|url=http://www.businesstoday.in/magazine/reporters-diary/natural-ice-cream-success-story/story/15462.html|title=The story behind Natural Ice Cream's success|magazine=Business Today|accessdate=11 May 2016}} The company spends less than 1% of its sales revenues on advertising, relying mainly on word of mouth to attain revenues.
After two years, the brand launched an experiential concept store in Juhu named Naturals Now, which serves freshly churned ice cream straight out of the churner.{{Cite web|url=http://agronfoodprocessing.com/|title=Agro & Food Processing, India's first News portal for food industry|website=Agro & Food Processing}}
Products
Starting with around 10 flavours, Natural Ice Cream has 125 flavour options, of which 20 are offered throughout the year.{{cite web|url=http://qz.com/298360/this-ice-cream-company-conquered-mithai-loving-indians-with-figs-and-custard-apples/|title=This ice cream company conquered mithai-loving Indians with figs and custard apples|author=Madhok, Diksha|date=20 November 2014|work=Quartz|accessdate=11 May 2016}} The set of flavours change according to seasons. Some of the seasonal flavors include litchi, fig, jackfruit, Muskmelon and watermelon.{{cite web | last=Nair | first=Roshni | title=(Ice) cream of the crop | website=Daily News and Analysis | date=1 February 2015 | url=http://www.dnaindia.com/lifestyle/report-ice-cream-of-the-crop-2057147 | accessdate=11 May 2016}} A custard apple flavor is also purveyed by the brand.{{cite web|url=http://www.hindustantimes.com/india/how-this-idea-has-changed-mumbai/story-M1zjz0DGm9TXGg43to2q4L.html|title=How this idea has changed Mumbai|work=Hindustan Times|date=15 July 2008 |accessdate=11 May 2016}}{{cite web|url=http://oneindiaonepeople.com/raghunandan-s-kamath-the-ice-cream-man/|title=Raghunandan S. Kamath: The ice-cream man|work=One India One People Foundation|date=March 2015 |accessdate=11 May 2016}}
Awards and recognition
In 2006, the brand received Corporation Bank's National SME's Excellence Award in the Food and Agro Industry.[https://web.archive.org/web/20120526143728/http://www.naturalicecreams.in/company/pictures/media13.pdf "National SMEs Excellence Awards"]. Naturalicecreams.in. In February 2009, a Natural Ice Cream store located in the Juhu Ville Parle Development scheme placed in the Limca Book of Records for the largest ice cream slab, which weighed 3,000 kilograms.{{cite web|url=http://www.daijiworld.com/news/news_disp.asp?n_id=57292|date=27 February 2009|title=Natural Ice Cream Enters Limca Book of Records|publisher=Daijiworld Media|accessdate=11 May 2016}} The brand was awarded as Best in Customer Service - Regional Retailer Of the Year in 2013.{{cite web|url=http://retail.franchiseindia.com/retailer-customer-service-awards/awards_winners.php|archive-url=https://web.archive.org/web/20160604142749/http://retail.franchiseindia.com/retailer-customer-service-awards/awards_winners.php|url-status=dead|archive-date=4 June 2016|title=Retailer Customer Service Awards 2013|publisher=|accessdate=11 May 2016}}[http://retail.franchiseindia.com/magazine/2013/june/Recognising-the-best-in-Customer-Service.m64-1-10/ "Recognising the best in Customer Service"]. Indian Retailer. June 2013. In 2014 the brand received the gold medal for most innovative ice cream flavour (cucumber) in the Great Indian Ice Cream Contest.{{cite web|url=http://www.mid-day.com/articles/heres-the-scoop-on-some-exciting-new-ice-cream-flavours/15115080|title=Here's the scoop on some exciting new ice-cream flavours|date=25 February 2014|work=Mid-Day|accessdate=11 May 2016}} In 2016, Natural Ice Cream was awarded for home grown concept in food service by Coca-Cola Golden Spoon Awards{{cite web|url=http://www.indiaretailing.com/2016/02/25/retail/coca-cola-golden-spoon-awards-2016/|title=Coca Cola Golden Spoon Awards 2016|author=Indiaretailing Bureau|date=25 February 2016|work=Indiaretailing.com|accessdate=11 May 2016}} and also received IMAGES Most Admired Food Service Chain of the Year in the Ice-cream & Dessert Parlours category.{{cite web|url=http://www.indiafoodforum.com/award/|title=Awards|work=India Food Forum|accessdate=11 May 2016}} It was named as India’s Top 10 brand for customer experience in a KPMG survey.
See also
{{portal|Food|India}}
References
{{Reflist}}
External links
- {{official|http://naturalicecreams.in}}
Category:Restaurant chains in India
Category:Companies based in Mumbai