The gifting industry in India is currently experiencing a significant surge, with a market value of INR 250,000 crore. Gifting practices in India can be categorized into three main segments: Festival Gifting, which accounts for $7.5 billion, Personal Gifting, with a value of $20 billion, and Corporate Gifting, with a market worth of $2.5 billion.
It is widely acknowledged that confectioneries, chocolates, and bakery products have enthusiastically adopted the practice of featuring in aesthetically designed packaging, contributing a substantial Rs. 12,000 crores to the gifting culture during the Diwali festival. Among this total, sweets account for Rs. 5,000 crores, chocolates contribute Rs. 3,000 crores, while the remainder comes from diverse gifting categories. Remarkably, the ice cream industry appears to have missed out on this trend, prompting curiosity about the reasons behind its absence from this thriving market.
The ice cream industry has been reluctant to adopt the idea of gifting ice cream in attractive packaging due to its versatility, which allows it to be customized to suit individual tastes and preferences.
The idea of presenting ice cream, whether it’s a homemade cake with colourful decorations or a simple pint of a favourite flavour, expresses a desire to bring happiness and engage in the simple joys of life. The advent of specialty ice cream stores and gourmet gelaterias has elevated the art of ice cream gifting to a new level with unique and inventive flavours, quality ingredients, and artisanal craftsmanship.
In recent years, the ice cream gifting tradition has increasingly been adopted in business settings, using it as a corporate gift to thank clients, workers, and partners. The ice cream gifting culture is a global expression of sharing sweetness and happiness, commemorating special occasions, connecting with people, and creating lasting memories.
Gifting Culture in Britain
Britain’s gifting culture is influenced by its love for ice cream and tradition of gift-giving. Ice cream accessories are thoughtful and delightful gifts, especially during spring and summer when people enjoy frozen treats. They are given to celebrate sunshine and warm weather, and can be gifted for various occasions like birthdays, housewarmings, anniversaries, and summer gatherings.
In Britain, ice cream accessories include scoops, sundae glasses, spoons, machines, serving dishes, toppings, and novelty products. The choice of accessories with personalized names, inscriptions, or patterns can make the gift more distinctive and personal, amplifying the sentiment behind it.
Ice cream accessory gift sets and hampers are popular, offering a complete ice cream experience with cones, sauces, and toppings. DIY ice cream gift baskets and hampers allow individuals to customize their favoriteflavors and accessories.
Gifting Culture in America
Ice cream in the US is a popular gift, often associated with joy, celebration, and nostalgia. Gifting culture includes hosting ice cream socials, giving gift certificates, and subscription boxes. Other ways to gift ice cream-themed experiences include factory tours, gelato-making classes, and visits to famous shops. Ice cream charities and fundraisers raise funds for charitable causes. Personal preferences and the desire for unique and creative gifts continue to influence how ice cream-related items and experiences are given and received.
In America, ice cream-themed accessories and merchandise make for great gifts, including ice cream scoops, bowls, cones, sundae glasses, themed kitchen gadgets, or clothing and decor featuring ice cream designs. DIY ice cream kits are also popular as they include all novelty gifts related to ice cream, such as ice cream-shaped pillows, toys, or collectibles, are popular among both children and adults.
IN INDIA
India is experiencing a growing trend of gifting ice cream, thoughtfully transported in insulated boxes. This trend mirrors the evolving lifestyle and preferences of the Indian populace, making it a year-round gift that brings joy and togetherness.
The Indian ice cream industry has been hesitant to embrace the gifting trend due to the challenge of maintaining product quality and texture during transportation and storage. Ice cream is highly temperature-sensitive, and if not handled carefully, it can melt or lose its desirable consistency. This logistical concern has prevented the industry from fully embracing the gifting trend.
The Role of Specialized Insulated Boxes:
At the heart of this burgeoning trend will lie the ingenious use of specially designed insulated boxes. These containers will be meticulously crafted to safeguard the temperature of the ice cream, ensuring its preservation in a frozen state throughout its journey. This innovative approach will make it possible to send this delectable treat across vast distances without any compromise in its taste or texture.
Despite these challenges, entrepreneurs like BHAGYESH SAMNANI, KEYUR SHAH, and MUKUND KAMATH are pushing the boundaries of ice cream gifting. Their creative solutions aim to make ice cream a more viable and delightful option for special occasions. SUSHIL VERMA emphasizes the traditional role of sweets in festival celebrations. Let’s explore how each of them is tackling these hurdles in their unique way.
BHAGYESH SAMNANI, Director of SHANKAR ICE CREAM (The Ice Cream Library), from Ahmedabad, has introduced a remarkable packaging solution for customized ice cream orders, and his responses to our inquiries shed light on his innovative approach:
“This is the Thermocol box, and on top, we have incorporated our branding into the design. The idea behind this innovation is that our customers’ preferences have shifted, with fewer people indulging in sweets. So, we brainstormed the concept of creating a packaging solution for ice cream that is not only sustainable but also suitable for gifting.
This could potentially become a captivating option for ice cream enthusiasts. As we prioritize the health of our customers, we offer a choice of many sugar-free and regular flavours.
Our packaging is entirely customizable, encompassing both the ice cream itself and the branding. Furthermore, we have established partnerships with several corporate companies, collaborating to develop exclusive flavours not available in our store. This collaboration serves as a unique branding opportunity for these companies.”
It’s truly remarkable how SHANKAR ICE CREAM excels in innovation and swift deliveries!
As we move forward, let us introduce KEYUR SHAH, the managing partner of APSARA ICE CREAM in Mumbai, who eloquently describes, “This is a festival gift pack that we customize according to the unique preferences of each customer. Customers have the liberty to handpick their preferred flavours from our wide array of options available at our outlets.
The available pack sizes are:
1 kg pack: This includes either two 1/2 kg packs or four 1/4 kg packs, giving customers flexibility in their choices.
2 kg pack: This larger option offers a range of choices to suit individual preferences.
Our goal with these gift packs is to encourage people to change from the conventional tradition of gifting sweets and chocolates during festivals. Instead, we aim to provide them with a distinctive and delightful option to express their affection for their loved ones with ice creams”.
The delicious world of ice cream provides a distinct set of issues in the field of giving culture.
MUKUND KAMATH, the creative force behind IDEAL ICE CREAM, provides light on this delicious conundrum: “The main challenge associated with gifting ice cream is that, unlike sweets and dry fruits, it cannot be conveniently delivered to offices.”
Because ice cream melts with even the smallest temperature in transit, this is a logistical challenge to solve. As a result, home delivery becomes the most viable choice.”
“Beyond the delicate nature of ice cream, there’s another factor at play—the significant increase in logistic costs when delivering this frozen treat in comparison to other gift items,” Kamath continues. Maintaining a steady, low temperature during the voyage is critical for product preservation, necessitating specialised packaging and refrigerated transport. This increased cost may dissuade both businesses and consumers interested in gifting ice cream.”
It’s not just the logistics that are difficult; as Kamath points out, “one must also consider the recipient’s circumstances.” Because not everyone has constant access to freezers, preserving and eating the given ice cream might be a difficult task.”
Given these obstacles, giving ice cream may necessitate some planning. Home delivery services and meticulous packing are required to ensure that the frozen pleasure arrives in perfect condition. While the difficulties are real, the delight that a well-chosen ice cream present can provide is evident, making it a gesture well worth the extra work for people who genuinely enjoy its frozen richness, finalizes Kamath.
SUSHIL VERMA from DINSHAW’S ICE CREAM pointed out that traditionally, festival celebrations are deemed incomplete without the inclusion of sweets. It is customary to present our close friends and family with a box of sweets, namkeens, or chocolates. Additionally, some individuals choose to gift silver and gold coins during festive season.
Though exchanging gifts plays a crucial role in celebrations, it’s worth noting that while ice cream is universally loved, it poses challenges due to the need for a cold chain and substantial storage space at home, which can limit its practicality during the festal times.
In conclusion
The gifting culture is evolving, and ice cream is becoming a popular choice due to its universal appeal. Entrepreneurs have shown creativity and innovation in making ice cream gifting a viable and enjoyable option. Specialized insulated boxes have improved the quality and texture of ice cream during transportation, enhancing its sharing and enjoyment in India. This trend is transforming traditional customs and bringing a modern twist to ice cream sharing. Vijay Siyaram Sharma, Owner of PRINT EXPRESS, has provided insights into how creativity and customization are integrated into their artisanal gifting box designs and their commitment to sustainability in ice cream delivery packaging.
To make their gifting boxes stand out for special occasions, VIJAY emphasizes the importance of customization. In a market that values variety and personalization, they curate assortments of products that cater to different preferences, ensuring that each box is a unique and thoughtful gift. Beyond traditional offerings like sweets, they understand the demand for festive designs and high-quality packaging.
Targeting various age groups with a comprehensive range of gifting options, from cups to novelties, allows them to attract a broader customer base. As the festive season begins, they invest in graphic illustrations to make each product truly special, setting their designs apart and ensuring that their gifting boxes are eye-catching and memorable.
In terms of sustainability for ice cream delivery, PRINT EXPRESS relies on the efficient use of paperboard. This choice not only aligns with economic considerations but also addresses the growing need to reduce plastic usage in the industry. Specialty papers provide diverse finishing options that distinguish their product line. Paperboard, widely used for primary packaging of ice cream and other products, is recognized for its sustainability benefits.
It doesn’t involve additional costs for customization and offers a practical and eco-friendly disposal option after use. This commitment to sustainability reflects the industry’s growing emphasis on eco-conscious practices, making their packaging choices not only visually appealing but also environmentally responsible.