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Creambell plans to try avenues like frozen vegetables, says CEO Nitin Arora

Nitin Arora, CEO, Creambell Ice Cream, tells us what makes this brand stand out and how no two days are the same when you're working with frozen dessert.

, ET Bureau|
Updated: Apr 17, 2015, 12.18 PM IST
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In just 12 years, the RJ Corp's Creambell has dominated over 15 per cent market share in the ice cream industry, marking its presence in over 19 states, apart from an impressive international presence as well. 
In just 12 years, the RJ Corp's Creambell has dominated over 15 per cent market share in the ice cream industry, marking its presence in over 19 states, apart from an impressive international presence as well. 
How did Creambell celebrate winning The Economic Times, India's Promising Brand 2015 award? With ice-cream, of course. CEO Nitin Arora dishes out the secret to making it to India's top five ice-cream brands.

With summer beating down, chances are you're reaching for an ice-cream.More so for one of the country's top five players-Creambell. In just 12 years, the RJ Corp's Creambell has dominated over 15 per cent market share in the ice cream industry, marking its presence in over 19 states, apart from an impressive international presence as well.

In a chat with ETPanache, Nitin Arora, CEO, Creambell Ice Cream, tells us what makes this brand stand out and how no two days are the same when you're working with frozen dessert:

Innovation is our mantra

The reason we reached so far is because of our ability to think. When we came into the business 12 years ago, we were part of the stereotype --conventional and going by the same norms as everyone else. But we then went back to the drawing board and broke away from the rest of the guys. We have a lot of firsts to our credit. We have popular ranges, like our Maxxum Choco Bars and Fun Spin offerings. We innovated and thought out of the box. The rest is frankly history.

Customer comes first

We have a wide variety of products -on the one hand, we have kheer and Sacch Mucch Aam, and on the other, cappuccino. We have something for everyone's taste. We want to ultimately make the consumer happy. We want the 21st century kid to grow up with Creambell. with Creambell.Everyone is important but we want children, teens and young adults to feel comfortable with our brand. They are also the most adventurous when it comes to new offerings.

New achievements

Winning The Economic Times, India's Promising Brand 2015 award was vindication for my team's effort. It was not a one-man show. It was fantastic that the team was applauded for their work and it was great to be the captain of that team. We had a great cake party. Icecream cake! It was a big celebration.

Creambell plans to try avenues like frozen vegetables, says CEO Nitin Arora

Image: Creambell CEO Nitin Arora (second left) & GM (Marketing) Vijay S Upadhyay (second right) receive The Economic Times, India's Promising Brand 2015 award from Soha Ali Khan (extreme left) & Deepak Lamba, BCCL president (extreme right).

Working with ice-cream

I never anticipated getting into the field of ice-cream, but I am glad I did. I guess it's because I am young at heart. I find it so exciting to work with ice-cream.The best part is that no two daysare the same. We have something new to crack every day. We are constantly trying to better the product -whether it's marketing or refrigeration. We may be making the best ice-cream in our plant, but the real challenge is to ensure that the product is in the best condition for the consumer.

Chocolate flavour rules

I can never get fed up of ice-cream. My favourite would be anything with chocolate. I love its robust character. I'm lucky I get to taste ice-cream everyday -I don't need an excuse to dig in.

What's next

We are trying other avenues such as frozen vegetables. We are trying to expand our platform and explore along those. lines. Whatever it is, we want to give consumers the best.

Creambell plans to try avenues like frozen vegetables, says CEO Nitin Arora
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