Kwality Banks On Product Differentiation

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Bangalore: : Kwality Walls, the ice-cream division of FMCG major Hindustan Lever Ltd, is banking on product differentiation to increase its market share and reverse the loss-making track record. HLL executive director (ice-cream) JH Mehta said “Price is not the vehicle for growth in the ice-cream market any more. Product differentiation is the keyword for Kwality Walls for growth and our key focus is on innovation.”

The company is launching a new product range including the Double Sundae which is said to be first of its kind in the world, Viennetta variant Viennetta Capuccino Nut, Super Cornetto variant Triple Chocolate, Feast Almond Fudge besides relaunching the entire kids range, Mr Mehta said.

Kwality Walls would also launch a new ad campaign focusing on the new product range and has also come up with a new logo. As part of opening new channels for selling ice-creams the company has started home delivery of ice-creams (sundaes and above) in select cities. ‘‘This is a value-added offering from our company for the fast-growing take-home ice-cream consumer segment,” Mr Mehta said. The take-home category is growing considerably and currently 40 per cent of Kwality Walls customers are from this segment. Home delivery service would be available in Bangalore, Chennai, Hyderabad and Delhi, he added.

Of the Rs 1,000-crore ice-cream market (in terms of end-consumer price)—with Rs 600-650 crore in the organised sector—Kwality Walls has a share of Rs 210 crore. The company has 30,000 outlets throughout the country.