THE ICE CREAM INDUSTRY: AN

OVERVIEW

Team member:-
Priyanka gupta
Nirmal kaur
Junaid
Ritu
Lovely
The Ice Cream Industry: An
Overview
Looking at some industry facts first. In 2007, the global market of ice
creams was pegged at $61.6 billion in terms of retail value or 15
billion liters in terms of volume. Of this, the Asia-Pacific ice cream
market was worth $13 billion in terms of retail value and 5,128
million liters in terms of volume. Coming to India, the Indian ice
cream industry is currently estimated to be worth Rs. 2,000 crores,
growing at a rate of approximately 12%. RS Sodhi, Chief General
Manager of Gujarat Co-operative Milk Marketing (GCMMF), the
makers of ‘Amul,’ explains, “The ice cream market in India can be
divided into: the branded market and the grey market. The branded
market at present is 100 million liters per annum valued at Rs. 800
crores. The grey market consists of small local players and cottage
industry players.” In 2008-09, in the branded ice cream market, Amul
held the number one spot, with a market share or 38%, followed by
Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%.
The Challenges
 There are several challenges that affect the industry adversely. The
industry players not only face competition from their competitors, but
also from other like foods. Though changing, consumers still consider
ice cream as a dessert and a side item. Sharing his experience,
Sidharth Jaiswal of Joos, a juice bar chain, says, “We had introduced
ice creams on an experimental basis in our juice outlets in
Ahmadabad. We observed that consumers ordered ice creams as a side
item or only when they were accompanied by children. We eventually
decided not to move ahead with it.” Moreover, of the ice cream
consumption in India, nearly 60% is accounted to by three flavors of
vanilla, strawberry and chocolate. And to be on the safer side, major
players tend play around these flavors only. For big players, regional
competition from smaller players is another major issue.
The Challenges
 Another major problem faced by the industry
players, especially while expansion, is poor
infrastructure such lack of cold storage and in case
of rural penetration, even erratic power supply
becomes an issue. This is especially true for big
players. Manish Vithalani says, “Besides the
presence of other players, another hurdle is the the
high rent charged for floor space, especially in
malls. This also becomes a problem when we try to
expand.”
The most demanded brands in the
world of ice creams
Paramjeet Singh, the Founder of Gianis Ice
Creams
 HOW THEY GREW?
Your Love and Trust has helped us grow, and grow at a rate not many
can match. Here is a glimpse of how we grew.
 1956 :  The first outlet of Giani’s is set up in Fatehpuri under the name

‘Giani Di Hatti’ by Giani  Gurcharan Singh from Faisalabad, Pakistan.

 1960s : Great taste and service makes Rabri Faluda a hit across Delhi.

 1970s & 80s : New Products and Categories added to the Menu.

 1999 : The much awaited second outlet opened in Rajouri Garden.

 2009 : Giani’s bursts into expansion mode and reaches the landmark

figure of 20 outlets.
 2010 : Today, Gainis is present across NCR with 21 outlets, serving

delight to you as the venture is being taken ahead successfully by the

family’s sons , Mr Amarjeet Singh and Mr Paramjeet Singh.
 When Paramjeet Singh, the 50-year-old second-generation owner of Gianis entered the business
some two decades ago, his father let him in on a trade secret.

 “He told me, never lose touch with Delhi’s middle class, the aam aadmi. He said when the going gets
tough, always go for what the middle class prefers,” Singh says while talking about the year-long
economic downturn. “How handy that advice proved to be.”

Gianis, Delhi’s very own ice-cream maker, is expanding fast. Over the past month alone, it has
expanded its chain of stores across the city from 13 to 25, defying a credit crunch and general gloom
in the market, and leaving its competitors guessing.

In doing so, Gianis has, in its own small way, contributed its bit to keeping the country’s economic
growth engine chugging at a healthy pace.

And that one advice 20 years ago from the founder, late Giani Gurcharan Singh, helped it develop a
business model that is his son says, is “downturn-proof”.

But Singh didn’t want to take any chances. Armed with an overdraft from a nationalised bank, he
devised a pricing policy, which allows middle class families of four to have a nice treat for less than
Rs 100.
 “We serve either good old recipes or new flavours served with our old goodwill — and all are dirt-
cheap,” Singh lets out his secret. “We play the volumes game.” This alone won half the battle for
him.

Amid the usual new-age items, like gelatos, fruit creams and smoothies on his menu, Singh has
given the pride of place to decades-old money-spinners like the rabri falluda without touching the
recipe. 

The launch of big name American brands or the presence of multinationals in India hasn’t affected
his prospects one bit. On the contrary, he has grown from strength to strength despite them.

“Ice cream always was the most inexpensive fun outing option for families. During an economic
downturn, it helps to keep it that way,” he says amid a sea of customers standing on the footpath
devouring Gianis delicacies at his oldest outlet in Fatehpuri in the Walled City. “You know, people
have ice cream even when they are down, to lift their spirits.” 

Gianis’s deep connect with Delhi’s sweet tooth goes back a long way. And it began at the Walled
City, around 60 years ago. 

In the early 1950s, Gyani Gurcharan Singh, a traditional sweetmeat maker in the then Layallpur
(Faislabad), Pakistan, migrated to Delhi. 
 He took a small space in Fatehpuri and set up his old business, naming it Giani di Hatti (Giani’s
shop). And his rabri falluda was an instant success.

When Paramjeet, “a simple  graduate”, joined the business, he wanted to take it to the next level
but didn’t know how.  So he travelled the world.
In Italy (“the best ice-cream makers”) he along with brother Amarpreet learned the skills of
making traditional gelato. And in the U.S. (“world’s biggest ice-cream market”), Singh saw how ice
cream could be a mass product without compromising quality.

They wanted to combine the two.

“We bought two imported machines to introduce ice cream at our shop, which was till then selling
only falluda items,” he says. 

“So in ’89, we were the first to take world-class ice cream to the masses. Until then, an average
Delhiite had not even eaten products made of crushed ice.” 

In 1999, Gianis opened the first branch outside Walled City. Sometime later, families broke apart,
dividing the right to use the “Giani” brand name. 

The growing popularity was evident as local spin-offs with names like Gian’s, Gunjan, Ginias etc
kept Singh’s lawyers busy. “Everyone wanted a piece of our goodwill.”
 Gurpreet Singh, Paramjeet’s son, an MBA from Leeds, started the second wave of the
modernisation two years ago. 
“My job is to retain what my father has built and add to it if I can,” he says.

So, at new outlets in glitzy malls and elsewhere, Gianis has a new avatar. The uniformed
staffs speak in English; the packaging is on a par with the best industry standards, and
the decor at certain places reminds of Haagen-Dazs in New York.
The market, too, has changed.

The middle class, perhaps, has more lifestyle aspirations now than before. Paramjeet is
even thinking of exporting packed rabri falluda to London and the US.

“Now is the age of sugar-free ice-creams, fat-free sweets etc. Also, with winters becoming
hotter each year, we feel like having ice-creams throughout the year,” says Sukhbir
Oberoi (46), a resident of Rajouri Garden, who grew up on Gianis products. 
 “They have adapted with the change beautifully.”

What has not changed is the Singhs’ loyalty to that one invaluable advice
from the grand old man two decades back. 

Standing at the maddeningly crowded spice market in Khari Baoli full of

traders, stockists and suppliers, Giani di Hatti does brisk business all day. It
has none of the style and ambience of the new outlets, but has quality ice
creams at the cheapest rates.

“We have seen many ups and downs,” says Satish Sharma, the oldest
manager of the business in the Walled City. The Singhs call him muneemji. 

“But as long as Delhiites have a sweet tooth, no downturn can affect us.”
 Client Satisfaction

As a client centric organization, we strive to surpass client’s expectations by offering

them a scrumptious range of fresh fruit ice cream, Italian giani’s ice cream & sorbets,
sundaes, faludas, snacks, breads and sandwiches. We are backed by a team of food experts,
which enables us to process ice creams as per the prevailing industry standards. 

Further, we make sure that our ice creams retain their original taste and flavor, and for that
we store them under requisite temperature. Our continuous efforts towards processing new
flavors have enabled us to gain trust and support of our clients, situated all over India. 

Some of the reasons, which have made us most preferred choice of our clients, are as
follows:
 Quality and hygienic food products
 Qualified professionals
 Advanced warehousing facility
 In-house facilities
 Transparent business policies
 QUALITY ASSURANCE

 We process our range of ice creams & other products under stringent quality
norms. We prepare these ice creams using milk, cream, chocolate, fruits and other
natural ingredients to assure high nutritional value and low fat content. Further,
our quality controllers keep a strict vigil on entire process to ensure accurate
addition of ingredients. They also check our entire assortment on following
parameters: 

They also check our entire assortment on following parameters:

 Taste
 Aroma
 Ingredients used


Moreover, we store our range under requisite temperature to avoid re-

crystallization of ice creams. Further, we pack our ice creams in tamper proof
material to retain the original taste and flavor.
 PRODUCTS RANGE
 When it comes to creating products, we place you at the center of our
efforts. We create what you would love, something that would make
you exclaim in delight, a product you would enjoy.
And this philosphy has guided us well, for we have been able to create
high quality products across multiple categories such as ice creams,
faludas, snacks, shakes, sodas, fruit creams, casattas and more.
Thus, what started as a modest effort in 1956 now stands as a stable
which brings you something for every occasion and emotion. All this
while, we have ensured that the products are unique in their
flavors, highly safe for consumption and delivered to you in the best
condition.
So check out our extensive flavors across product categories and
savor the great taste !
 SAMPLE OF MENU
CARD OF
GIANI’S
ICE CREAM PARLOUR
 Major competitor
 BASKIN 31 ROBBINS
This 65-year-old American chain of ice cream parlours is known for its range of 31 flavours of ice cream,
all of which are 100 per cent vegetarian. The most popular are Mint Chocolate Chip, Honey Nut Crunch,
Gold Medal Ribbon and Chocolate Mousse. Have them in a waffle cone to add crunch to each mouthful.
This year, in a bid to woo the Indian palate, the ice cream chain has launched a kulfi-flavoured ice cream !
They even do ice cream cakes on order.
 COCOBERRY
Move over ice cream, hello yogurt! This swanky chain of concept stores offers zero-fat, low calorie
frozen yogurts. Chocolate, blackberry, strawberry, mango, green apple and blueberry are some flavours
that have featured on the menu, which changes monthly. The real treat is the choice of toppings — 
from fresh fruits to gummy bears, Oreos and marshmallows, allows one to create a personalized treat. The
joint also offers fresh fruit smoothies and snacks.
 NIRULA’S
Nirula’s lays claim to being Delhi’s first ice cream parlour, and four decades on, it continues to impress
with its range of creamy ice creams, with Jamoca Almond Fudge, 21 Love and Nutty Buddy being all-
time favourites. The Hot Chocolate Fudge Sundae might have reduced in portion over the years, but it still
beats all other versions in the city, hands down. In ice cream sodas, try the Lime Ice Soda. The rest of the
menu spans fast food staples.
 GELATO VINTO
Let the desserts of ancient Rome delight you. The menu here is impressive, with flavours ranging from plain
Vanilla to Bubblegum. A must-try is the Berry Berry Good, which gives you a choice of toppings —
strawberry, wild berry, blueberry and cherries. Chocoholic Anonymous is made of rich Belgian chocolate, and
you can choose from Lindt, Tobelerone, Twix or KitKat chocolate as toppings. Everything is egg-free, and
there’re diet gelatos for the health-conscious.
 KB KULFI AND ICE CREAM
Unique kulfis and ice creams are the forte of this popular chain of shops. The Paan Ice Cream, containing
mashed betel leaves, is a must-try, as is the Gulkand ice cream.  Instead of the regular malai or kesar pista
kulfis, we suggest you try the Chocolate, Strawberry and Mango Matka kulfis for the sheer novelty. The
calorie-conscious can indulge in any of the  sugar-free stick kulfis. The service is extremely efficient, so you
won’t have to wait much for your order. 

 SIYARAM NANNUMAL KULFIWALE

Old Delhi has many hidden gems and this is one of them. The kulfi shop has been in business for decades and
is popular for its rich creamy kulfis. The fruit kulfis are runaway favourites, with flavours including Chikoo,
Guava, Melon, Strawberry and Pomegranate. They are sold in kulhars (earthen bowls). They also make Kulfi
Gulab Jamun and Kulfi Fried, which are worth a try. Of course, the Malai Kulfi continues to be the most
asked-for item on their list.
 BRAND
 A name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods
or services of one seller or sellers and to differentiate
from those of others
 These differences may be functional, rational, or
tangible- related to product performance of the brand
 Has been around for centuries as a means to
distinguish the goods of one producer to those of
other
 IMPORTANCE

 Identifies source or maker of a product and allows consumers to

assign responsibility for its performance to a particular
manufacturer or distributor
 Helps in evaluating identical products differently, thereby
simplifying decision making and reducing risk.
 Helps in product handling, organizing inventory and accounting
records.
 Protection for unique features or aspects of the product
 Signifies a certain level of quality for consumers, Predictability
and security of demand for the firm.
 Creates barriers to entry for other firms, Commands a premium
thereby securing a competitive advantage.
GIANIS
The strict focus on quality during their manufacturing processes, or the
extreme care they place on maintaining hygiene of their products, or the
great warmth with which they serve you at their outlets.

Talking in technical terms, they are a Manufacturer and Retailer of Ice

Creams and other products. Talking in more simple terms, they are
company out there with one single goal- To Delight You
over the last 54 years of our operations –Starting out as a single outlet
at Fatehpuri, Delhi in 1956, today they stand strong with 21 outlets
across Delhi NCR