To analyse the demand pattern of consumptions of the premium ice creams in Metro cities in India w.r.t Amul’s Crème Rich

Abstract

The objective of our research project is to focus & study on Premium Ice Cream segment in India. The project is divided in three parts; Premium Ice cream segment with respect to Amul Rich cream premium ice cream, with respect to national competitors and with respect to international brands. To analyse the market by analysing consumer behaviour and retailers who sale ice cream of different brands.The ice cream market in India is estimated to be around INR 3,000 Crores, of which over 40% belongs to the organized sector growing at about 15% Y-o-Y. Amul leads the pack with about 36-38% market share (5% of its total revenues), followed by Kwality Walls &Vadilal with about 12-14% share each. These players not only have to fight the small local and cottage industry players, but also the fact that the Indian cuisine itself offers a large variety of desserts which are still preferred by most Indians. Bulk of the sales happen during the summer months of April-July, while the sales witness a significant dip during winter months of November-February. Additionally, the seasonality of events like marriages affects sales in a big way, although institutional sales provide some cushion.