Vadilal Industries, India’s 117-year-old ice cream giant, is gearing up for a sizzling summer, targeting 25-30% growth in its ice cream segment for FY25. Fueled by early summer demand and evolving consumer preferences, the company has unveiled a new mascot, ‘Vaddy,’ to strengthen its brand appeal, alongside strategic expansions to its manufacturing and distribution networks.
Rajesh Ramchandra Gandhi, Chairperson of Vadilal Industries, reported a robust 20-25% growth in the ice cream segment for February-March, with April showing strong momentum. “With the early onset of summer, there is good demand nationwide. We are aiming for 25-30% growth,” Gandhi said, attributing the surge to premiumisation and impulse purchases. Consumers, especially younger demographics, are increasingly opting for higher-priced, quality-driven ice creams, transforming the treat from a luxury to a staple.
Vadilal, known for its 150+ flavors across 300 formats like cones, bars, and family packs, is capitalizing on its trusted brand and robust distribution network. “We have strong quality, a trusted name, and a powerful distribution network—everything a brand needs to thrive,” Gandhi noted. The company’s supply chain efficiency, with a high fill rate ensuring no stock shortages, remains a core strength.
The introduction of ‘Vaddy,’ a cheerful mascot embodying the tagline ‘Zara muskuraiye, Vadilal khaiye!’, has sparked buzz through a vibrant campaign by 82.5 Communications. Featuring endorsements from celebrities like Karan Johar and Orry, the campaign spans TV, digital, out-of-home, and retail, reinforcing Vadilal’s fun, approachable vibe. “Vaddy brings smiles in any situation, aligning with our brand’s new philosophy,” Gandhi said.
To support growth, Vadilal is bolstering its manufacturing capabilities with a new state-of-the-art facility in Bareilly, Uttar Pradesh, and expansions at its Pundhra plant. These investments aim to enhance market reach beyond its strongholds in western and northern India, targeting southern and eastern markets. “Wherever there is market power, Vadilal should be present,” Gandhi emphasized.
With India’s ice cream market projected to grow steadily, driven by urbanization and rising disposable incomes, Vadilal’s strategic moves position it to capture a larger share. The company’s blend of heritage, innovation, and supply chain reliability ensures it remains a cool contender in a competitive landscape.