How Skippi Ice Pops is gaining traction by bringing back & modernising the past

The idea for India’s first ice pop company, Skippi Ice Pops, emerged from the desire to rekindle the love for chuskis more naturally. Founders Ravi and Anuja Kabra recognised the product’s potential in the Indian market and introduced this brand to the consumers. With over 17 years of experience in the food and beverage industry and working with multinational corporations, the couple conducted primary and secondary research to gain a better understanding of the untapped market. The goal was to create refreshing, teeth-friendly icy treats for their children and customers.

Earlier this year, Skippi Ice Pops launched ‘The Skippi Freezer Bike’, customised and delivered by BikeWo, for easy and convenient delivery to consumers. In addition to the launch of the bike, the brand also offers solo and master franchisee models for interested investors to be able to sell Skippi Ice Pops on the go at public spaces throughout the day.

In conversation with Adgully, Ravi Kabra, Co-Founder, Skippi Ice Pops, speaks about the core idea and proposition behind the ice pop brand, introducing the concept of Skippi freezer bikes, the tactical approach to creating campaigns, and more.

How did you come up with the creative idea of the Skippi freezer bike? What inspired you to go for it?

When we were kids, Chacha used to come outside of our school on a bicycle with an icebox to sell ice pops, drawing the attention of the children. The ice pops were one of the best memories of our childhood.  While having a casual conversation, Anuja and I shared a moment talking about ice pops, which made us realise how much we miss those good old days. Anuja and I decided to work on it and update it for the current generation. We felt the best way would be a Skippi freezer bike, because it is electric and environment friendly. It served as our primary source of inspiration as we attempted to bring back and modernise the past.

Could you some details about the campaign and the brand?

Skippi Ice Pops is India’s first ice pops brand that ensures 100% Natural Flavours, Natural Colours, Natural Preservatives and Natural Sweeteners, along with the patented soft ice technology that makes the yummy ice treats teeth-friendly. Additionally, it is the first ice pop brand in India offered in retail locations. The unique selling proposition (USP) of Skippi Ice Pops is the ability to store them at room temperature, bypassing the supply chain’s need for pricey cold storage facilities in the supply chain.

Skippi Ice Pops is currently available in 70ml packs in six exciting flavours – Raspberry, Orange Cola, Mango Twist, Bubblegum and Lemon, and 32ml packs in 3 new tropical flavours – Pineapple, Pink Guava and Lychee, along with the existing Raspberry, Cola and Lemon flavour on our website, and across all major online marketplaces such as Amazon, Flipkart, Swiggy Instamart, etc., and in several states through our distributor chain. The brand is also available in over 10,000 outlets across India and continues to grow.

There is a strong nostalgia attached to ice pops. What is your perspective regarding the market and the competition?

We are not afraid of competition as we think having a competition always brings up a positive impact on the brand. Our personnel sets us apart from the competitors; neither the product, nor the service, nor the quality. How far we go will be decided by our team. We don’t anticipate being the only player in the ice pops business, but we expect to be the one with the most market share. In India, the ice pops market is expanding, and we aim to have a market share of at least 50%.

If anyone wants to take up a franchise or dealership, what would be the procedure to go for it?

If someone is interested in pursuing a distribution or franchise opportunity, they can call us at 8095051600 or send an email to hello@skippi.in, and our staff will handle it from there. Simply put, it is easy to collaborate with Skippi Ice Pops.

What is your marketing strategy for this campaign and the brand?

We think digital marketing is the only option for both online and offline market sales. We want to integrate influencers for the Skippi Freezer Bikes campaign once they start hitting the road, you will see us venture into this space. Since our primary focus is schools and colleges and recreating the olden days with this venture, we will also be integrating campus ambassador programs and partnering with the canteens for this campaign.