In the last couple of years, Baskin Robbins has grown at a CAGR of 30%: Mohit Khattar

Don Kardong, a prominent author and runner from the US, had once said: “Without ice cream, there would be darkness and chaos.” Come summers and this cold and sweet indulgence becomes a welcome barrier from the heat.

This summer, ice-cream brand Baskin Robbins has expanded its product range, tapping into the increasing trend of snacking. The objective is to promote ice-creams as not just as a dessert option, but a multi-day snacking option as well. As part of this expansion Baskin Robbins recently launched two new product formats – Ice-cream Funwich and Double Bars. Further, the brand has extended the range of its bite-sized ice-cream, Rocks, with two new flavours – Hazelnut and Caramel Biscuit. Baskin Robbins is also introducing new ice-cream flavours – Ferrero Moments Mousse, Brown Biscuit Boba, and Naughty Nutella. The brand is also offering a distinctive new ice-cream variant – Fruitini shakes, catering to fruit lovers. The brand has also introduced Lollipop Sundaes, in recognition of its powerful allure with children.

Baskin Robbins, made an entry into India in the year 1993 through a collaborative venture with the Graviss Group. Today, it is present in more than 280 cities with over 900 parlours. The brand recorded a growth rate of 25% in FY23-24 across a diversified array of B2C and B2B channels.

In conversation with Adgully, Mohit Khattar, CEO, Graviss Foods, Baskin Robbins, shared, “At the core of our marketing and growth strategy lies a commitment to customer centricity, sustained innovation and product differentiation.”

Could you provide some insights regarding the upcoming summer launch of Baskin Robbins which equates to ice-cream reimagined as the ultimate snack for any occasion?

The summer season holds significance for Baskin Robbins as it constitutes a significant portion of our annual sales. With a laser focus on continuous innovation, we have developed exciting products for the summer season, reimagining how consumers can enjoy ice cream and enabling the shift towards snacking. Thiswebelieve aligns with evolving consumer habits and preferences.

Some of our new launches include our bite-sized Ice Cream Rocks. These are available in 4 different flavors and are ideal companions as post-dinner satisfiers or even during binge-watch times. The good part is that you can eat as many as you want or stop at just one if exercising portion control.

Another new introduction is our multi-layered doublet bars. Currently, these are available in two flavors – Choco Fudge doublet bar and Raspberry Vannila doublet bar. These offer layers of indulgence and an experience far beyond what conventional ice cream products offer. The good part is that these are presented and can be consumed pretty much like popular chocolate bars – sans any sticks.

Then there are all-day Mocktails called Fruitinis which are made with real fruit, milk, and a bit of ice cream. Needless to say, these are fruity, refreshing, and a whole new way to snack - mid mornings onwards. These are available in 5 delightful fruit flavors.

There are also new ice cream sandwiches and a whole lot more.

The whole thought is that new-age consumers need new-age products to engage with and enjoy and that is what precisely we are bringing to the market.

What are the marketing activities, brand campaigns, and activations by Baskin Robbins undertaken in this regard? How is Baskin Robbins leveraging digital media and AI in this respect?

Various activities, campaigns, and activations are underway.

Our campaign itself is in two parts –

Product-centric campaign – that showcases each new product in all its glory
A Brand campaign – that builds equity and affinity to the brand.

The product campaign is currently live across social media and assorted digital platforms. The brand campaign will be activated shortly.

We have also tied up with several influencers across the country to amplify our new product initiatives.

At a street level, our Parlours have been equipped to showcase the new products effectively through both point-of-sale materials as well as in-store digital communication. Similarly, all our retail partners including GT, MT, and even online platforms are currently highlighting our new products.

The role of AI thus far has been limited but going forwardwe do aim to integrate its potential with our initiatives.

What is the marketing and growth strategy of Baskin Robbins as well as the market spending and ad spending this year? How is it in comparison to the previous two years?

At the core of our marketing and growth strategy lies a commitment to customer centricity, sustained innovation, and product differentiation. Our objective is to consistently grow our base of consumers compared to earlier years. This involves not just growth in our product portfolio but also growth in our physical footprint. For starters, we today operate over 900+ Parlours in the region. Our retail operations thoughsmall have been growing consistently as has been our presence in food service. Our ad spends only mirror this. We are ramping up our advertising expenditures by 20%-25% over earlier years.

What is the current state of the ice cream industry in India as well as the growth trends? How big is it and how have the consumers’ tastes and preferences towards ice cream evolved over the years?

Several trends can be observed in the Ice cream industry. Initially, the market was focused on traditional flavors. Today, consumers seek diverse and indulgent experiences, influenced by global trends. The surge in online quick commerce platforms as well as delivery-based aggregator platforms has revolutionized how consumers discover, purchase, and enjoy ice cream. Convenience is key. Premiumization is evident in the industry, with consumers valuing superior quality and unique flavors. Ice creams were once considered a treat or a reward. That limited the scope of the category to a few occasions in the year. Fortunately, the category has since grown in both availability and perception and today is viewed as a good indulgence – with friends, with family, and even when you are by yourself.

Overall, the market, which is Rs 22,000 crore+, has been scaling well and growing at least at 15-17% annually. In the last couple of years, Baskin Robbins has grown at an average CAGR of 30% and this year too, with the plans that we have in terms of new products, new marketing ideas, campaigns, promotions, etc., we project a robust growth higher than the industry growth rate.