Unveiling The Journey Of Naturals Ice Creams
Heads up to all the Naturals Ice Creams fans out there! Ever wondered what made the brand do wonders in the Indian market? Read the story to find out.
Crux of the Matter
From being a son of a poor fruit vendor in Karnataka to building a ₹300 crore business empire in Mumbai, Raghunandan Kamath’s rags to riches journey has rarely been talked about.
After failing his boards twice, Kamath was sent to work with his brother in Mumbai to sell their homemade ice creams. While running the food joint, Kamath understood the Indian likes of having a dessert after any meal.
However, Raghunandan wished to venture with his ice cream offerings. He went away from the conventional vanilla and chocolate flavors and offered ice creams made out of fruit pulp.
Opening Naturals Ice Cream
In 1984, Raghunandan Kamath opened the very first store of Naturals ice creams in Juhu, Mumbai. Needless to say, the business was a huge success. It had recorded a revenue of ₹5,00,000 within first year of its inception.
Naturals make ice creams from Fruit, Milk and Sugar only. There are no added colors, flavors or preservatives. This USP has ensured Naturals gaining a sustainable competitive edge over its competitors.
What Came Handy For Raghunandan Kamath?
The expertise of picking up good quality fruits that he had gained while observing his father who was a fruit vendor.
Naturals as of today is amongst India’s Top 10 brands for customer experience as per a 2020 KPMG survey. It has 135 outlets, offering ~20 flavors and producing 20 tonnes of ice cream daily!
The No. 31 is hidden in the Baskin Robbins logo. It was initially conceptualised to show that customers can try 31 different flavours each day of the month.