MUMBAI: Mamma mia! Baskin Robbins is cranking up the cool factor this summer with a deliciously indulgent twist, say ciao to their all-new Italian Gelato Range. The world’s largest QSR ice cream chain, which has been steadily expanding its presence across India, is now bringing a scoop of Italy to Indian palates with artisanal gelatos and decadent sundaes that promise a true taste of the Mediterranean.
Crafted with premium ingredients and designed to transport you straight to the streets of Rome, the range includes creamy new flavours like Chocolate & Roasted Hazelnut, Mango and Cream, and Blueberry Cheesecake Gelato. If that wasn’t enough to melt your heart, the sundaes such as Berry Me in Cheesecake, Salted Caramel & Brownie, and Cotton Candy Wonderland pile on bold textures and irresistible toppings.
Graviss Group (Baskin Robbins) CEO Mohit Khattar said, “We’ve cultivated a deep understanding of evolving consumer preferences through consistent market analysis and direct customer feedback. This insight drives our innovation strategy and has enabled us to launch this delightful selection of artisanal gelato scoop flavours and sundaes that offer consumers an elevated dessert experience beyond traditional ice cream. Our ability to anticipate and respond to changing preferences positions us at the forefront of dessert innovation in the Indian market, and we remain committed to delivering premium, innovative experiences year-round to all age groups.”
Baskin Robbins’ flavourful foray into gelato comes on the back of a strong FY25, where the brand opened its 1,000th store in India and the subcontinent and added 120 new stores in FY24-25. It now boasts a presence in over 290 cities, with its packaged consumer goods and B2B channels, think hotels, multiplexes and restaurants expanding alongside its iconic parlours.
With double-digit growth projected for FY26, the Italian gelato launch is yet another cherry on top of Baskin Robbins’ dessert empire. Prices for the new range start at Rs 115, and the flavours are already scooping up attention across outlets nationwide.
For a sweet escape that doesn’t require a passport, Baskin Robbins’ gelato promises la dolce vita, one scoop at a time.
Mumbai: Snacking has become a pivotal part of our daily lives, with consumers seeking convenient and indulgent options to satisfy their cravings at all hours. This trend has transformed the food industry, and beloved brands like Baskin Robbins are evolving to meet these changing preferences.
Known for its rich history of delighting ice cream lovers, Baskin Robbins has ventured beyond traditional ice cream offerings to introduce innovative snacking products that cater to modern consumers’ needs. From bite-sized ice cream rocks to stickless doublet bars and funwich ice cream sandwiches, Baskin Robbins is redefining the snacking experience while maintaining its reputation for quality and delight.
Indiantelevision.com caught up with Graviss Foods Pvt Ltd, Baskin Robbins’ CEO Mohit Khattar to talk about their latest brand campaign – “The Happiest Ice Cream in the World”, the brand’s journey into the snacking industry, evolving ice cream market in India, consumer demands and much more…
Edited Excerpts:
On the inspiration behind Baskin Robbins venturing into the snacking industry and consumers’ responses so far
We have observed changes in the consumption patterns of consumers and today snacking is emerging as one of the biggest consumption drivers in the lives of consumers. The trend of snacking aims to expand the focus from ice creams as celebratory products to snacking and dessert options all-day long.
From mid-day snacking to early evening snacking or even late-night snacking, there are multiple day parts where consumers look for snacking alternatives. Innovation has always been the cornerstone of our business and we keep a close tab on changing consumer preferences. We understand the core need and adapt and evolve our products alongside them. Hence, our latest introductions are developed keeping the emerging trends in mind. We now offer bite-sized ice cream rocks, stickless doublet ice cream bars and even funwich ice cream sandwiches. So far, consumer response and feedback has been encouraging and positive.
On the current state of the ice cream market in India, including recent growth trends and shifts in consumer preferences
The Indian ice cream market currently is valued at over Rs 25,000 crore and has been performing well, growing at a rate of 15-17 per cent annually. Over the past few years, Baskin Robbins has outpaced the industry with an average CAGR of 30 per cent.
There have been some evident growth drivers. These include premiumisation, convenience and frequent snacking and the acceptance of ice creams as a category that goes beyond celebrations. Improved power situation, better cold chain infrastructure and even larger refrigerators at home are factors that are pushing the industry to grow faster.
We have seen that premiumisation is booming! Consumers crave better-quality indulgences, never tried before flavours and newness in formats. They appreciate taste and consumption experiences that give them something new to experience.
Another emerging trend is that of convenience. Consumers not only want products closer to their location but also want them delivered quickly. Hence our approach to not just products but also distribution is evolving quickly. This implies increased presence in more neighbourhoods through not just our exclusive parlours but also premium retail stores as well as a stronger push and presence on e-comm and aggregator platforms.
Additionally, to cater to the rise in frequent snacking – we are developing and introducing products that fit into different day parts and can satisfy customers.
Are you seeing any rise in consumer demand for healthier ice cream options
There has been some traction in the health-conscious segment lately, though it remains relatively small within the overall market landscape. Currently our D’lites range offers classic flavours like Strawberry and Bavarian chocolate – all without added sugar. While this range is currently limited, reflecting consumer preference, we remain vigilant in monitoring the market. We are committed to exploring opportunities to expand this range if and when the market demands.
On Baskin Robbins ensuring the highest standards of quality and safety in your packaging processes to prevent occurrences such as recent incidents where insects were found in ice cream products going viral on social media
At Baskin Robbins, we strive to maintain the highest quality in everything we do. Stringent process control, close monitoring and evaluation at various stages right from procurement of raw material to processing, production and storage helps to keep the integrity of the end products as intended.
Adoption of technology at various stages of the production process including fully automated machines, scanners and metal detectors help identify and segregate products with issues and maintain the sanctity of the process. Even in our parlours, we conduct monthly audits to keep our stores in good shape and ensure the integrity of products and services.
As brands that customers trust, the onus is on us to keep up the vigil and continuously invest behind not just new technology but also behind solid processes and sensitisation of personnel at all levels to ensure that customers get nothing but the best. As a much loved and responsible brand, we have always taken care to put in multi-stage checks to ensure that pristine quality reaches the end customer.
On Baskin Robbins managing and strategising during low sales periods or the dry season, apart from peak sales seasons and the specific strategies you have found most effective in both scenarios
To start off with I would like to say that ice cream holds timeless appeal, enjoyed by people of all ages year-round and so our strategy is a nuanced balance between maintaining year-round presence and strategically focusing efforts during peak seasons.
Throughout the year we launch engaging marketing campaigns that resonate with our audiences. We focus on strategic product partnerships with like-minded food brands, aligning with current trends and consumer interests to keep us relevant and appealing. We want to be where are consumers are at all times and hence you will also see us engaged with interesting events such as Vir Das’s show, concerts or pop ups. Additionally, we also invest in gathering consumer research and feedback to understand market needs and preferences, using these insights to refine offerings and prepare for successful new product launches.
The multifaceted approach ensures we are always exploring new and fun ways to engage with our target audience.
On the impact of your latest campaign, “The Happiest Ice Cream in the World” and the key elements of this campaign and its effectiveness in stimulating demand
Our consumers’ voices are the heartbeat of our brand. We thrive on hearing from them, and we asked them how they felt about us. And we were thrilled that they had plenty to say!
From describing us as “sensational” to praising our “quality”; from recognising our products as “pure and premium” to associating them with “playfulness” and “fun,” the feedback was overwhelmingly positive. Our ultimate favourite was that Baskin Robbins makes one “happy, happier, happiest!”
Bringing joy to consumers is at the core of our brand ethos and our latest campaign, “The Happiest Ice Cream In The World!” is a vibrant portrayal of spreading happiness.
The campaign comprises of a series of short captivating films that showcase consumers caught in bizarre situations, but dealing with it in a calm, cool, collected manner with their favourite Baskin Robbins in hand! The key takeaway being that through life’s ups and downs, the brand will be that one reliable, cheerful companion that makes consumers truly happy, irrespective of what happens around them.
And we must say that response and love we have received from the customers for the campaign has been nothing short of stellar both in terms of sales and awareness!
On the future plans and innovations that can be expected from Baskin Robbins in terms of business expansion and product development
Innovation is what drives us. We are committed to introducing unique and exciting flavours and formats that cater to the evolving tastes of our new age consumers. Our research and development team, guided by consumer feedback and insights, is focused on creating innovative products and formats for us, be it for the impulse category or dine-in parlour category. Over the last few years, we have built a sizable portfolio of products that appeal to today’s consumers and go beyond traditional ice cream offerings. This includes new age ice cream flavours like Lotus Biscoff, Brown Biscuit Boba and Blueberry ‘N White Chocolate and many others; a huge portfolio of exciting sundaes, ice cream cakes, ice cream sandwiches, bite -sized ice cream rocks, multi layered ‘stickless’ ice cream Doublet bars and many more such options that enable a consumer to savour the category in myriad ways and we shall continue to do the same going forward as well.
On our expansion plans, we currently operate 950 plus exclusive brand parlours across 280 plus cities in the country. We aim to hit the 1000 store mark later this year. Our current presence not just includes in all of the metro and tier one cities but also over 200 tier two and tier three cities as well. We will continue to grow into tier two and tier three cities going forward.
On the role that you see AI influencers playing in the future of digital marketing and brand promotion
We employ multiple levers in our marketing strategy and are always on the lookout for new and fun ways to engage with our consumers. This year, we partnered with an AI influencer for one of our summer product launches. Digital personalities with their substantial and engaged following allowed us to reach a different, tech-savvy audience base. We foresee AI continuing to be a part of our campaigns in various capacities, depending on consumer interests at any given point in time. While AI influencers offer unique opportunities, our approach remains flexible to adapt to evolving trends and preferences.
Mumbai: Baskin Robbins, an ice-cream brand, has announced the launch of its newest digital campaign, “The Happiest Ice Cream in the World”. Building upon the success of its recent summer launches, Baskin Robbins aims to amplify the joy of indulgence with this new campaign, tapping into the burgeoning trend of snacking. The campaign is a vibrant portrayal of its brand ethos of spreading happiness to consumers irrespective of the situations they find themselves in.
The campaign comprises of a series of four short captivating films that showcase consumers caught in bizarre situations, enjoying their favourite Baskin Robbins. The key takeaway being that through life’s ups and downs and sometimes even chaos, Baskin Robbins enables them to enjoy the moment and provide cheer irrespective of what happens around them, making them truly “the happiest”.
“Our consumers’ voices are the heartbeat of our brand” said Graviss Foods Pvt Ltd, Baskin Robbins India CEO Mohit Khattar. “Consumer feedback served as the inspiration for our new brand campaign, ‘The Happiest Ice Cream In The World. It’s a reminder that showcases the ability of Baskin Robbins Ice creams to completely elevate one’s state of being, no matter what life throws your way.”
The campaign is now live on all popular social and digital platforms.
For over three decades Baskin Robbins has been delighting ice cream lovers across India, slowly and steadily transforming itself into a brand and destination that is today the nation’s favourite, for indulgent ice cream and dessert experiences. With over 950 parlours in 280 plus cities and a significant footprint in the retail and food services segment Baskin Robbins India, is renowned for introducing differentiated product formats and flavours and delivering happiness to its countless consumers.
Mumbai: Baskin Robbins has announced the launch of its latest product range for the summer season, which also taps into the growing trend of snacking. The brand aims to expand the focus from ice creams as merely dessert options to now include all-day snacking as well. With a delightful array of innovative product categories and irresistible new flavours, Baskin Robbins is poised to elevate the essence of summer. The company has recorded an impressive 25 per cent growth in FY23-24 across diverse B2B and B2C channels and with its new products as well as multi-channel expansion, is well poised to repeat this robust growth this summer as well.
To begin with, Baskin Robbins is introducing two new product formats – Doublet Bars and Ice Cream Funwich. The doublet bar are an indulgent, multi layered decadent snack available in two variants: Choco Fudge & Raspberry Vanilla. The Ice Cream Funwich presents a delightful combination of creamy butterscotch ice cream sandwiched between crunchy Italian caramel cookies, offering a blend of textures in every bite. The company has also expanded the range of its bite sized Ice Cream Rocks with two exciting new flavours, Caramel Biscuit and Hazelnut.
In line with the evolving preferences of its customers, Baskin Robbins is bringing in exciting array of new ice cream flavours such as Naughty Nutella, Ferrero Moments Mousse and Brown Biscuit Boba. For fruit lovers, the brand has a unique new offering in the form of its new Fruitini shakes. These are crafted with real fruit and milk, and promise a perfect mocktail experience/recognising its strong appeal with children, the brand is launching Lollipop Sundaes that promise the joy of lollipops and ice cream together. These would be available in six exciting variants, each adorned with a lollipop and even more goodies.
In addition to these exciting developments and its commitment to providing innovative products and enhanced experiences, Baskin Robbins is continuing to expand relentlessly in the region. It currently operates over 900 stores across 280 cities in India and the SAARC region. With sights set on surpassing the milestone of 1000 stores in H2, the brand continues to win hearts and delight customers.
Graviss Foods Pvt Ltd (master franchisee for Baskin Robbins in India and the region) CEO Mohit Khattar spoke about how innovation and evolving consumer preferences has encouraged the brand to experiment. He said, “We are excited to lead the charge in revolutionising how consumers enjoy ice cream and helping move the category towards snacking, making it the ultimate go-to treat for every moment. With a steadfast focus on consumer preferences, our latest introductions are not just great as standalone post meal desserts but can be enjoyed anytime of the day. Our understanding of diverse palates ensures that our new offerings resonate with enthusiasts across age groups.”
The newly-introduced products and new flavours are now available at all Baskin Robbins parlours. These are also being introduced on leading e-commerce platforms as well as in leading supermarkets and grocery stores.
Mumbai: As the festive season approaches in India, the consumer dessert market experiences a significant surge in demand, with households eagerly seeking delightful treats to celebrate. This period presents a unique opportunity for dessert brands to cater to the tastes and preferences of Indian consumers. The consumer market for ice cream is primed for significant growth. With an estimated value of nearly ₹18,000-₹20,000 crore, the ice cream industry has been experiencing a consistent annual growth rate of 15-17 per cent.
In this context, several key trends and approaches are shaping the landscape. These include a nuanced understanding of the Indian palate, expansion plans to cater to seasonal demands, and the integration of technology to streamline supply chains and meet customer expectations.
Indiantelevision.com in conversation with Graviss Foods Pvt Ltd (Baskin Robbins) CEO Mohit Khattar spoke on how brands like Baskin Robbins gearing up this festive season, key strategies on establishing a presence in Tier 2 and Tier 3 markets, understanding the needs of the Indian audience, and much more.
Mohit Khattar, with nearly three decades of experience, has been with Graviss since 2017 as CEO. During his tenure, he has accelerated business growth, strengthened management, improved brand image across various channels, and fostered a strong social media presence. Since 2017, he has focused on creating a cohesive team and positioning Baskin Robbins as an industry leader through strategic partnerships, opportunity identification, and innovative product, packaging, and marketing initiatives.
Edited Excerpts:
On Baskin Robbins’ journey in India for three decades, adapting to meet the evolving tastes of Indian consumers, particularly during festive celebrations
Baskin Robbins has been around in the world since 1945 and in India for the last three decades. In these last 30 years in India, a lot of things have changed. Just as the country has grown in every aspect, so has the brand Baskin Robbins. The flavours have evolved; the range of products has grown from mere ice creams to a wide range of ice cream-based desserts; the style of communication as well as the platforms on which we reach out to consumers, has undergone relevant changes. The parlours too look quite different from the parlours even a decade ago. The brand logo itself has undergone two radical changes in these 30 years.
On Baskin Robbins preparations for the upcoming festive season in India
The festive season is a time for merriment, bonding and indulgence. Though from an ice cream industry perspective, this coincides with the onset of winter in India. Yet Baskin Robbins has been actively bringing newness to its offering irrespective of season every year. For the upcoming season, Baskin Robbins will be introducing very exciting new flavours targeted not just kids but also we have something for adults. Additionally, there will be seasonal specials. We will talk about everything closer to the actual launch of these products. We will be creating awareness about all our new launches through social and digital platforms and of course through in parlour and in-market activations.
On the company’s efforts to understand the Indian palate and introduce flavours that resonate with local tastes while maintaining global quality standards
Just to give you an example, on one hand, very recently we introduced a blueberry with white chocolate flavour and on the other we introduced a caramel milk cake. On the one hand, we introduced cheesecake sundaes and on the other, we brought in Gulab Jamun sundaes. We have done this consistently over the last couple of years and balanced out our offering. The core guidance that we create and serve products with only the finest ingredients from qualified sources as well as quality and quantum of dairy fat stays constant. So, we are able to maintain the same creaminess and mouth feel that consumers can get pretty much anywhere in the world and expect from Baskin Robbins – while giving them a fairly wide range of exotic flavours to choose from. Also, I must add that we operate a very modern and well-equipped manufacturing facility that enables us to offer and maintain global quality standards. From this facility, we also supply to other parts of the world too.
On Baskin Robbins’ response to the rising health consciousness among consumers, particularly in the context of festive offerings
We do believe that while customers are beginning to veer towards healthier options when it comes to the festive season, customers are clear that they would rather enjoy without compromise of any kind. And if they do have to compromise, they would rather exercise portion control rather than consume a healthier version of their favourite. Keeping the above in mind, Baskin Robbins will be introducing two fabulous new bite-sized innovations for its customers. There are also other attractions lined up. We shall speak about it closer to the actual launch timelines which is around mid-October.
On the key strategies to enter and establish a presence in Tier 2 and Tier 3 markets during the festive season
And given the pace we maintain for our new stores, we open 8-12 every month. This is not specific to any season but is our broad strategy going forward to take the brand to where there is potential and demand. There are of course, still areas of opportunity in many pockets and a few states and we aim to plug these gaps as we go along. We intend to add another 60-80 cities over the next two years to our network.
On Baskin Robbins’ approach to pricing its products in comparison to its nearest competitors in the ice cream industry
Honestly, we have rarely followed any specific brand in the competitive set for the pricing of our products. Our approach has been to follow our customers instead. We price our products at affordable premium kind of pricing levels. This allows us to offer superior product quality while maintaining our aspirational brand appeal.
On Baskin Robbins’ approach to innovation in creating unique and appealing flavours for the festive season
This approach continues through the year. We have defined two launch windows wherein we introduce new products. One is to coincide the onset of summers in India and the other coincides with the festive period.
On the possibility of ice creams serving as a compelling alternative to traditional sweets during the festive season and Baskin Robbins’ exploration of this in its festive offerings
Ice creams has some catching up to do before it can replace traditional sweets. But with the kind of work happening across the industry, in terms of product innovation as well as distribution, etc., I do strongly believe that it will happen in the foreseeable future. We have over the last one year introduced a few products with traditional roots. One of them is the Gulab Jamun sundae – a modern take on an iconic Indian sweet and more recently we brought in the caramel milk cake flavour – again a new version of a very popular Indian sweet. While this just highlights a few cases, we are primed to do a lot more and to create excitement in myriad new ways going forward. Watch this space for our festive specials that are bound to warm your heart.
On Baskin Robbins India’s approach to leveraging technology for efficient logistics and timely delivery during the festive rush and the strategies are being employed to optimize its presence across online and offline channels to reach consumers during this season
We also operate a digital loyalty cum rewards program that identifies and segments customers to enable us to manage and drive sales performance. Additionally, we have more recently moved to e-bills and an option is given to customers to choose between paper or e-bills. On e-bills customers are served information on new products as well as we track their satisfaction levels with their last transaction and experience. Our website for e-commerce is already live and customers can chose to buy not just from aggregator platforms like Swiggy or Zomato or E-com and quick-com platforms like Blinkit or Instamart but also directly from the company’s own website. The approach is to make products available across channels.
On Baskin Robbins’ outlook for sales growth and customer engagement during the upcoming festive season, and the KPI being monitored
The season with Rakshabandhan has begun well. While it may be too early to say this, I expect it to be another strong season for us with a growth of around 20 per cent over the same period last year. We track growth in volumes, average revenues, growth in number of outlets as well as in share of offline and online revenues as performance indicators.
On Baskin Robbins’ agenda for the festive season, anticipated promotions, collaborations, or unique offerings to engage with customers
The short answer is yes. We have a very interesting cross-category collaboration in store based on which we have developed several products for our portfolio. There will also be Indian as well as international favourites coming up. We will have something of a very Insta-friendly product version too!
MUMBAI: Meridian Bengaluru has roped in Ravikumar C and Manoj Jacob to head its creative function. The duo, who assumed office on 1 March, bring in 12 years of industry experience with them.
After joining Euro RSCG Delhi in 2009 as an art-copy team, they later moved to its Mumbai office to head the art department. Last month, both of them had resigned as creative directors.
At Euro, the team worked on various brands including Dettol, Lyzol, Baskin-Robbins and Colin, and also played an important role at the launch campaign of INQ Mobile phones in India.
Previously, they were with Ogilvy Bengaluru, Meridian‘s parent agency.
MUMBAI: Euro RSCG has won the creative duties of Ice-cream brand Baskin-Robbins. The duties were awarded after a multi-agency pitch called by the ice-cream brand about four moths ago.
Said Euro RSCG director Mumbai Shavon Barua, “We have a great team and we are truly excited to work on a fun brand like Baskin Robbins. The work is already started and we are developing a host of categories”.
Thought Blurb was the incumbent agency for the account since October 2007. Earlier, Baskin-Robbins‘ creative mandate was with JWT since 2005.
