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With the growing world population, rapid rise in urbanization rates and improved global economies, demands for indulgence products like ice cream, shakes, and frozen desserts have been increasing and are likely to see an upward trend. The global ice cream market is projected to reach $122,051.10 million by 2031 and Asia-Pacific in particular is expected to witness a hefty increase in growth. Also, palates are changing- a Global Data survey indicated that 85 percent of respondents in India expressed their desire to try new varieties in ice cream products. Even though classic and fruity flavours still have their hold on the public, consumers are also increasingly curious to experiment with new tastes. There is also the segment of health-conscious consumers who look for low-calorie or low-sugar variants paving the way for new growth opportunities.
Uniquely placed in this industry are Desserts N' Shakes (DNS), which are a leading player in Rajkot’s ice cream sector and one of top 10 players in Gujarat. However, there are some challenges in this industry as well. While customers are often loyal to certain brands, unless the brands have a wide geographical presence, customers often have to find an alternative. So, increasing brand presence throughout the country is becoming a mandate and something that DNS are actively working on. Also, there are many consumers who have specific demands from their ice creams, for instance, Vegan ice cream, Low calorie ice cream, Pure cow milk ice cream, Pure fruit ice cream, and more.
DNS is in the process of developing these varieties to fulfill the needs of their loyal customer base. Additionally, some consumers also want home delivery of ice creams, and DNS are attending to that by adding dry ice and thermocol packaging. According to Virat Limbasiya, Managing Partner, “Ice cream means happiness, and we want to render that happiness to our customers who trust us for the best taste. Our endeavor is always to create something unique with purity to the palate that is both memorable and delicious”.
Launched in 2016, and backed by experience and research of a decade, DNS prides themselves on innovation. It is are constantly evolving with shifting consumer demands to stay relevant and in sync with transformation in taste and palate needs. There is a lot of variety in DNSs offerings-a) Its Ice creams are delicious and made with super quality materials. DNS ensures that only the best quality milk, cream, fruits, nuts, and other ingredients are used to make its ice creams truly creamy and flavourful. b) Its legendary Thick shakes are made by blending ice cream with branded chocolates like Cadbury, Snickers, Ferrero Rocher, Nutella, Bounty, Kit Kat, and some ingredients like Dryfruits, Fudge, Caramel, Brownies, Cookies, & more. c) Its Fruisticks are all
natural fruity pops made with farm fresh fruits, with no addition of artificial colour, flavour, milk, or preservatives. d) Its Faloodas are an ingenious coupling of silky vermicelli noodles with ice cream and slithery black basil seeds (takmaria), all of which is steeped in a colourful bath of flavored syrup, topped with a kulfi scoop with nuts sprinkled over.
e) Its Premium Sticks are entirely handcrafted and made with pure chocolates. Each stick is different from the other, some have multiple layers of chocolate, some are brownie filled sticks, while other sticks are riddled with Cadbury’s gems. f) Its Ultimate creation is an innovative category that contains unique products like Banarasi Paan Ice Cream, Fruity Cream, Chocolatey Cocoa, Traditional Kulfies, Hot Brownies, Waffle Pops, & more. This aside, DNS also comes up with new flavours for special occasions or festivals like, Sweet Boondi for Ganesh Chaturthi, Kaju Katri for Raksha Bandhan, Jalebi for Dussera, Til Gud for Sankranti, Kesar Thandai for Holi, Traditional Indian sweets ice creams for Diwali like Kesar Dryfruit Halwa, Adadiya, Thabdi, Gajar Halva, and some more unique flavours like Nolen Gur, Dahi Wada, Kabuli Chana, Cheesy Pineapple, Charconut Pineaaple, Lotus Biscoff, and more.
DNSs journey has had many transformations over the years. It started out as a family business of dairy products under ‘Vrundavan Dairy Farm’ in 1984 as a humble retail shop in Rajkot. However, it received appreciation from customers which formed the root of the business to get bigger. “Continuing the legacy for 32 years and blessings from our almighty P. P. Hariprasad Swamiji and Pragat Guruhari Prabodhjivan Swamiji, it led to the creation of Shree Hari Ice Cream in 2006. After receiving great success in wholesale business as well as in party & catering orders in Gujarat & other states year on year, we realized that a lot more could be done in retail sector when it came to ice creams, it did not have to only comply with what everyone else was doing in that space.
Hence, we started experimenting with unique elements and began preparing ice creams from natural ingredients like fresh fruits, pure chocolates, imported cookies, pure saffron, spices, and more. With this experimentation and research as a base, ‘Desserts N' Shakes’ was born as a whole new premium brand, and since then there has been no looking back. So far, DNS has successfully launched 15+ franchises spread across eight cities in Gujarat, Maharashtra and Goa in the past five years and its footprint has grown remarkably”, states Virat.
While DNS initially produced ice creams following the traditional process of Kothi Sancha, with time and increasing demand, it now leverages on technologies like Italian machines, full sterilized milk boiling plant, and others, to enhance quality & speed up the operations. DNS is also heavily invested in R&D, which has been integral in the making of its unique products. According to Ghanshyam Tilala, Head R&D, “Research is mandatory to stay relevant in a rapidly changing world of palates and demands. The millennial knows what they want and we need to know what they want too. Hence, all of our newer products are research-driven, and that has given us the leverage that we need to grow”.
It is also noteworthy that DNS pays special attention to quality, and maintains high standards of basic checks while importing the raw materials. The dairy sourced by DNS is not from local dairy farmers, but directly from reputed companies to avoid dilution/tampering, and to ensure uniform quality of products across all of their franchises. Everything produced at DNS is certified fresh and there are no compromises on that. Many health conscious customers are particular about the environments in which the products are made, which is why DNS outlets are well-maintained with state-of-the-art designs. Hygiene is crucial and DNS abides by it strongly.
DNS stands True to their Mantra - 'There is Something For everyone' And they are Living it up Every day
Demands from customers are on the rise and with frequent enquiries for franchises, DNS is positive that the margaret growth will be significant. They are looking to scale their reach across other states in India while also exploring international opportunities.
DNS has also evolved over the years owing to customer inputs and feedback that has formed the backbone of the company throughout this entire journey. DNS stands true to their mantra - 'There is something for everyone' and they are living it up every day. Undoubtedly, their customer base is looking forward to even newer flavours in the future which are sure to be delectable, fresh and outstandingly original. It is like they say- Life is sweet at Desserts N' Shakes.
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