Kwality Wall’s has launched a new range of in-home ice cream tubs and party packs, placing milk at the centre of its latest product strategy, in a move that signals a potential shift in portfolio positioning amid the ongoing “ice cream vs frozen dessert” debate in India.
The new range, available in 500 ml and 700 ml packs priced between ₹105 and ₹339, features a mix of classic, regional, and premium flavours such as Hawaiian Sundae and Kesar Bhog. The products will be distributed across traditional retail as well as quick commerce platforms, targeting the growing in-home consumption segment.
The launch comes at a time when a large part of Kwality Wall’s portfolio falls under the “frozen dessert” category as defined by the Food Safety and Standards Authority of India (FSSAI), where vegetable oil is used instead of milk fat required for products labelled as ice cream. The distinction has long been a point of contention within the industry, with companies positioning products differently on nutritional and functional grounds.
The debate gained prominence during a legal dispute between Hindustan Unilever and Amul in 2017, heard by the Bombay High Court, over advertising claims related to frozen desserts versus milk-based ice creams.
Against this backdrop, Kwality Wall’s has also rolled out a print campaign highlighting the milk-based positioning of its new range.
Chitrank Goel, Deputy Managing Director of Kwality Wall’s (India), said the launch reflects the company’s focus on innovation and premiumisation, combining global expertise with local consumer insights. He added that the new portfolio aims to strengthen the brand’s core offering while enhancing everyday indulgence for Indian consumers.
Industry trends support the timing of the launch. India’s per capita ice cream consumption has grown from around 400 ml in 2011 to approximately 1.6 litres in 2023, though it remains significantly below global averages. Meanwhile, the rise of quick commerce—now reaching an estimated 33 million monthly transacting users across more than 150 cities—has accelerated demand for in-home formats such as tubs and party packs.
The company’s renewed emphasis on milk suggests a strategic recalibration, although final classification of products as “ice cream” will depend on labelling norms under FSSAI regulations.