In conversation with Medianews4u.com, Sameem Ansari, the Managing Director of Kiwi Premium Ice Cream delved into the brand journey from humble beginnings to becoming a household name in the ice cream industry, growth plans etc.
The brand, which was launched in 2011, has retail presence in states like Kerala, Tamil Nadu, and Bangalore and a distributor network of close to 200.
“Our journey began in 2011 with a modest production capacity of 250 litres per day, “Sameem reminisced. “But year after year, fueled by our passion for premium quality and unwavering commitment to customer satisfaction, we expanded our market presence and production capacity. Today, we boast an impressive 50,000 litres per day, a testament to our relentless pursuit of excellence.”
What sets Kiwi apart from other brands, according to Ansari, is its unwavering dedication to quality ingredients. “We pride ourselves on using only the finest milk, butter, and skimmed milk powder,” he explained. “But what truly sets us apart is our commitment to innovation. We incorporate real fruit pulps and dry fruits into our recipes, creating an indulgent array of flavors that tantalize the taste buds.”
Indeed, Kiwi has been at the forefront of innovation, introducing trend-setting products such as putt ice cream and dream ice cream to the market. “We believe in pushing the boundaries of conventional ice cream brands,” Ansari stated.
With a network of 72 distributors in Kerala, 122 in Tamil Nadu, and 2 in Karnataka, Kiwi has established a formidable presence across three states. “We have around 8,000 retail selling points, strategically positioned to cater to a diverse range of customers,” he revealed. “In Kerala, we have penetrated almost every A, B, and C category town, while in Tamil Nadu, we cover major district headquarters. In Karnataka, we are making inroads into the bustling metro of Bangalore.”
Kiwi’s growth trajectory has been impressive, with a consistent 40% growth rate since 2021. However, Ansari acknowledges the challenges posed by varying consumer preferences. “Quality, price, availability, and branding are key factors that influence customer decisions,” he explained. “We strive to strike the perfect balance to ensure customer satisfaction.”
One notable branding initiative was Kiwi’s association with Kerala Blasters, although the return on investment fell short of expectations. “Nevertheless, it provided invaluable exposure to a vast audience,” he reflected.
When it comes to brand endorsement, Kiwi found an ideal partner in the legendary actor Mohanlal. “Mohanlal’s endorsement has helped us reach premium outlets and tap into new markets,” Ansari revealed. “Our top-selling flavors, tender, and jackfruit, have become synonymous with indulgence.” In terms of media vehicles, the brand prefers GEC channels and Social Media platforms.
Looking ahead, Kiwi has set its sights on even greater heights, aiming for a 50 pc growth in the upcoming fiscal year. “We plan to introduce exciting new products aimed at capturing the imagination of kids and youth,” Ansari shared. “Our growth strategy revolves around expanding our presence in more tourist destinations, parks, and hangout places, as well as leveraging premium outlets and social media platforms.”
