When S. Prabhakar Kamath, the originator of Ideal ice cream, died in a car accident in Mangaluru last month at the age of 79, his loss was mourned throughout the world.
“God picked him to produce ice cream,” Mukund recalls of his father, who was also known as “Pabba.” Mukund is currently the sole owner of the company.
For many Mangalorean’s, the ultimate ice cream is a feeling, inextricably tied with childhood memories and time spent in the city.
Even now, we conclude all of our shopping visits at the Ideal parlour. We used to go there when I was younger to celebrate exam results, spend our pocket money on “Parfait” and “Gadbad,” and meet friends,” recalls Reena Pillai, a communications professional based in Bengaluru.
Her children, aged nine and eleven, now look forward to chilled delights like American Choconut whenever they visit Mangaluru.
Prabhakar intended to join the Air Force as a young guy, but fate had other intentions. After his parents died when he was 20, he began selling tailoring, raincoat material, and then firecrackers to help support his siblings. A business plan for sugarcane juice never materialised.
He then purchased freezers in order to sell ready-made ice cream, but he was unable to locate dealers. That’s when he made the decision to produce his own ice cream. Mukund recalls the first Ideals store opening on Market Road in 1975, with 10-12 flavours.
In Mangaluru, Ideals presently has five locations.
Prabhakhar broke new ground throughout the following six years.
The second business appeared 100 metres apart from the first. It has a capacity of 200 people. It was the largest in India at the time. “Mukund brings this up. It quickly became a favourite location for birthday parties, college reunions, dating, and bridal gatherings.
And with Ideal Ice Cream evolved from a dessert to a meal in and of itself.
My father provided enormous servings at a cost that the average person could afford. “Gadbad” cost one rupee and twenty-five paise. “Ice cream was no longer an aristocratic item,” Mukund explains, explaining why Ideal became Mangaluru’s go-to pick.
Giridhar Kamath was well acquainted with Prabhakar. In 1983, he began freelancing with Ideal as a CA and later became his buddy. He remembered “Pabbanna” as a quality-obsessed perfectionist, a daring experimenter, a diligent worker “who staffed the mezzanine level of a Pabba’s café that opened a month before he died,” and someone who wanted “people to enjoy his ice creams.”
And no ice cream would be served to consumers until it had been thoroughly “tasted.”
“He used to put a new flavour to the test on the average person rather than a food specialist. That’s why he was familiar with the local cuisine. Giridhar’s all-time favourite is “Chocolate Dad.” He debuted a paan-flavored ice cream at my daughter’s wedding three years ago. Seeing the reaction, he added it to the menu. He thought back. “
The company will finance a bike ride and provide the youngsters with ice candies in traditional flavours like jaggery-coconut and pannagam.
He’d add, “Don’t turn away youngsters who beg for extra sweets.” Giridhar continues.
Mukund admits with a giggle that Prabhakar was also rather obsessed with maintaining quality. A student once remarked that the vanilla ice cream had a “charred” flavour to it. My father walked to the kitchen and noticed a tiny fire at the bottom of the vat. He treasured every bit of input he received.
Plans for growth Not just Mangalureans vouch for the best ice cream. Prime Minister Narendra Modi, Deputy Chief Minister Ashwath Narayan, cricketer K L Rahul, the Karnataka Ranji Team, and actor Vijay Raghavendra have all visited.
Mukund believes that, with the exception of the COVID, their firm has never seen a downturn. So, why hasn’t the brand expanded beyond Mangaluru?
My father would say, ‘Never compromise quality at the expense of competition and price wars; instead, shut down the firm,'” Mukund recalls of his father’s legacy.
He has turned down venture investor offers for the same reason.
On the other hand, Mukund has some good news: “We will be launching in Bengaluru as soon as COVID diminishes.”
That will undoubtedly make Mangalureans like Reena happy and at ease.