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Vadilal doubles UP plant capacity to target N India markets

Vadilal Industries Limited, the number one ice cream player in Uttar Pradesh and Uttarakhand, has put in place an aggressive strategy to retain its leadership position in the north Indian markets. Significant increase in the point of sales outlets, higher production capacities, offering new products, increasing the company’s presence in the interiors of the state, intensive advertising campaign and making special offers are some of the ways through which the company is implementing its aggressive marketing strategy.

Elaborating on the company’s plans for north India, Devanshu Gandhi, managing director, Vadilal Industries Ltd. said, "We have doubled the production capacity of our ice cream plant at Bareilly to 1.75 lakh (175,000) litres per day in the last two years. All our ice creams are produced in accordance with strict quality, hygiene and PFA standards even if customised for local taste and flavours. Moreover, our retail network is very strong, with over 10,000 point of sales in north India and we plan to significantly increase our presence in the future."

He further added that Vadilal is also procuring milk directly from farmers located around the Bareilly plant. The installed infrastructure at the plant enables the company to store and convert milk for ice cream manufacturing.

Vadilal’s aim is to launch international quality products at pocket-friendly prices. The company’s new brands – Badabite, Gourmet and Flingo – which target the youth and premium segment of the Indian ice cream market have been a big success in north India. "Badabite and Flingo have a very youth oriented brand personality whereas Gourmet is targeted more towards the young family segment. We are also very aggressively targeting the youth through various initiatives. Our focus will be on increasing sales to the impulse category," added Gandhi.

Vadilal has emerged as the second biggest ice cream player in India because of its strong brand identity, good product quality, timely supply and extensive reach. A major success factor has been its ability to cater to different market segments through multiple product ranges. Vadilal has the largest range of ice creams in the country with 150 plus flavours which are sold in a variety of more than 300 packs and forms. The range includes cones, candies, bars, ice-lollies, small cups, big cups, family packs, and economy packs. It offers something for all tastes, preferences and budgets.