Unlocking the heart of Indulgence – “CREAMBELL”: Discover the new Sensation.
Its Pure Captivation, an art beyond imagination. Its happiness condensed to make your everyday extraordinary. Everyone owns a long and passionate affair with this irresistible, creamy treat. With all due love, we call it ‘ice cream’.
Ice-cream doesn’t need any reason to be loved, we love it nevertheless and unconditionally at every age, without discriminating in flavors! But there is someone who is making Indian senses sing by beautifully innovating this currency of love.
One for sure cannot deny savoring the flavors of ice creams offered by this brand Cream Bell, a rising player in the Indian Ice Cream, Dairy & Non-Dairy Cream horizon. It has established a niche for its products by crafting delightful flavors, creamiest textures, and innovative formats since 2003. Commanding a formidable position, Cream Bell-an embodiment of quality, goodness and true flavors of India is a fruit of the arduous effort of RJ Corporation, an industry leader that brought Cream Bell to India.
CREAM BELL- The Ice Cream Delight
The flavor creamery of the brand homes around 136 flavor varieties in its basket that come-at-table for every age group. Since its launch, Cream Bell has documented an exceptional success story and stands with pride among the top five ice cream brands in India.
Nurtured by a cumulative experience of years, Cream Bell has established a landmark of excellence with its entire range of products while keeping its authentic value intact. It’s not just a brand, it’s a promise of quality, purity and integrity which is acclaimed for bringing product innovation in the ice-cream segment by transforming innovative ingredients into an unparalleled experience of flavors. How can one resist the brand’s array of rejoicing ice cream flavors including Sacch Mucch Aam, a fruit rejoice, traditional sweetness like Raj Bhog, Kesar Pista, and Shahi Kulfi.
Cream Bell boasts of its world-class quality standards that are in consonance with international norms, and the brand leaves no stone unturned to ensure that only top-notch products reach the hands of the consumers. The brand has four ice cream manufacturing plants including Baddi, Kosi, Goa, and Asansol, and about 35,000 retail outlets pan India. In terms of geographical presence, Cream Bell footprint is spread across India and holds prominence in international markets like Nepal, Bhutan, and Africa (Uganda, Kenya, and Zambia).
Focusing on ingredients- Over a Decade of Dedication
“We’ve never wavered on the principles that made us who we are from the very beginning.” Mr M.S Parikh sketches Cream Bell’s precision in a sentence. He is a result-oriented soul who believes in creating not just landmarks with his expertise but the essence of life. During a career span of 3-decades, he has donned various roles and has worked extensively with Dairy cooperatives and with NDDB. He has been exponential in bringing in new innovative techniques and specialized equipment to the ice cream and Dairy industry.
A globetrotter, Mr. Parikh has handled diverse portfolios that have helped him understand the dynamics of FMCG businesses and market trends. He is well versed in the intricacies of India’s & Africa’s regional diversities, trends and consumer needs. On the managerial side, he has been an influential catalyst in completing the important acquisition and merger deals in the industry. He has been involved in various market research and analytical studies, adding to his illustrious portfolio. He has also established beverage units, ice cream and a dairy plant from scratch, he has successfully launched and established brands in India and abroad viz Creambell, Daima and Fresh Dairy.
An MBA, a gold medal Dairy technologist from NDRI along has a postgraduate management degree for senior executives from ISB. He has attended management programs in FDC Brazil, Wharton and Kellogg’s. In his current role, while chairing as the Managing Director of RJ Corp & SALL, Mr. Parikh heads the conglomerate’s India and Africa business.
We sat down with the leader to soak up more information. So let’s get a scoop with the leader himself…
Define the brand ‘Cream Bell’.
The core idea was to Delight the moments in the life of consumers. Happiness and Purity was the core idea on which the brand and the company was initiated. My brand equation was simple (Cream = Purity & Bell = Happiness) hence Creambell simply defined.
Tell me how you’ve approached change with Cream Bell?
Today we are operating in an increasingly hostile environment, where an avalanche of regulation and political agendas add to the stress of day-to-day business. At the same time, the divisive issue of executive pay has intensified. Addressing these external demands can impact on the core task of driving a company forward. So, to effectively and efficiently carry the vision of the organization, I have a multi-pronged approach & strategy to steer the company. Like it or not, we’re in a world of constant and rapid change and we must keep our aim constantly focused on the future.
In an age of mistrust, are you experiencing an evolution in how consumers trust brands?
With the increase in competition across categories, the consumer expectations are rising and so is the quality of products. They now are spoilt for choices, and which has resulted in a decrease in Brand Loyalty. The rise of social media has made consumers more powerful and hence companies need to match up to that. Brands have to move from tangible quality delivery to purpose driven to bring trust on long term basis.
What’s the first thing that enters a consumer mind when he thinks of Cream Bell?
An Innovative Brand.
What are your next moves?
We have recently forayed into Dairy business and are looking to expand our footprint in the country. Indulgence driven by innovation is what will keep alive our Ice cream and Dairy Portfolio. We plan on unveiling new innovative products in the category that not only help us but also expand the current category as we cater to different purposes of consumption.
This particularly is an interesting phase in the Indian FMCG growth trend as the rural consumption has superseded industry expectation, size of modern retail is estimated to grow 3times in the next 5years along with a substantial increase in disposable income.
What was the most difficult lesson you have learned as an entrepreneur?
Look beyond what is “perfect on paper.”
When I first was in a position to hire people, I’m not sure I realized just how vital it is to pay attention to personality and cultural fit. We’ve all come across candidates who are perfect on paper and hit just the right marks in terms of skills, education, experience, and interests. But some simply don’t know, or learn, how to work in a way that has a positive influence on a team. It can be tempting to hire someone who comes across as a superstar, but I learned quickly that no amount of talent is sufficient to offset an outsized ego, negative attitude, or lack of consideration toward others. My advice: Never hire anyone you wouldn’t be happy to dedicate long hours with under the most trying of circumstances.
What advice can you give entrepreneurs who want to venture into the same domain in the future?
The wet and dry climate of India makes it the country of long summers. Therefore, the demand for ice-creams is on peak season length. My advice will be to “lock in” your USP before entering this space. There is definitely rise in demand & new start-ups are offering innovative ideas that are inherent to the category. The idea is to decide and choose the perfect form for your ice cream business and establishing it accordingly.