Product type | Ice cream |
---|---|
Owner | Kamaths Ourtimes Ice Creams Pvt. Ltd. |
Country | India |
Introduced | 1984 [1] |
Markets | India |
Tagline | Taste the Original |
Website |
naturalicecreams |
Natural Ice Cream, d/b/a Naturals, is an Indian ice cream brand owned by Mumbai-based Kamaths Ourtimes Ice Creams Pvt. Ltd. [2] It was founded by Raghunandan Srinivas Kamath who opened its first store at Juhu in Mumbai in 1984. [3] [4] [5] [6]
The chain recorded a retail turnover of ₹300 crore in the financial year 2020, up from ₹115 crores in 2015. [3] [7] The ice creams are manufactured by Kamaths Ourtimes Ice Creams and retailed by its subsidiary company Kamaths Natural Retail Pvt. Ltd. [8]
The 2017 rebranding effort, which established the ‘Taste the Original’ tagline, was aimed at setting it apart from similar named brands popping up. [9]
As of April 2022, the chain has 18 directly-owned stores and 119 franchised stores across 11 states. [10] The stores are present in the states of Maharashtra, West Bengal, [11] Karnataka, Goa, [12] Telangana, Kerala, Madhya Pradesh, [13] Chhattisgarh, Gujarat, [14] Rajasthan [12] and Delhi NCR. [15] [16] [17] [18]
The brand's only production facility is situated in Charkop, a suburb of Kandivali in Mumbai, India. [18] The company supplies to its own stores every day. [11] The company spends less than 1% of its sales revenues on advertising, relying mainly on word of mouth to attain revenues. [12]
On completing two years, the brand launched an experiential concept store in Juhu named Naturals Now, which serves freshly churned ice cream straight out of the churner. [19]
Starting with around 10 flavours, today Natural Ice Cream has 125 flavour options, of which 20 are offered throughout the year. [20] The set of flavours change according to seasons. Some of the seasonal flavors include litchi, fig, jackfruit, Muskmelon and watermelon. [21] A custard apple flavor is also purveyed by the brand. [21] [22] [23]
In 2006, the brand received Corporation Bank's National SME's Excellence Award in the Food and Agro Industry. [24] In February 2009, a Natural Ice Cream store located in the Juhu Ville Parle Development scheme placed in the Limca Book of Records for the largest ice cream slab, which weighed 3,000 kilograms. [25] The brand was awarded as Best in Customer Service - Regional Retailer Of the Year in 2013. [26] [27] In 2014 the brand received the gold medal for most innovative ice cream flavour (cucumber) in the Great Indian Ice Cream Contest. [28] In 2016, Natural Ice Cream was awarded for home grown concept in food service by Coca-Cola Golden Spoon Awards [29] and also received IMAGES Most Admired Food Service Chain of the Year in the Ice-cream & Dessert Parlours category. [30] It was named as India’s Top 10 brand for customer experience in a KPMG survey. [3]
Product type | Ice cream |
---|---|
Owner | Kamaths Ourtimes Ice Creams Pvt. Ltd. |
Country | India |
Introduced | 1984 [1] |
Markets | India |
Tagline | Taste the Original |
Website |
naturalicecreams |
Natural Ice Cream, d/b/a Naturals, is an Indian ice cream brand owned by Mumbai-based Kamaths Ourtimes Ice Creams Pvt. Ltd. [2] It was founded by Raghunandan Srinivas Kamath who opened its first store at Juhu in Mumbai in 1984. [3] [4] [5] [6]
The chain recorded a retail turnover of ₹300 crore in the financial year 2020, up from ₹115 crores in 2015. [3] [7] The ice creams are manufactured by Kamaths Ourtimes Ice Creams and retailed by its subsidiary company Kamaths Natural Retail Pvt. Ltd. [8]
The 2017 rebranding effort, which established the ‘Taste the Original’ tagline, was aimed at setting it apart from similar named brands popping up. [9]
As of April 2022, the chain has 18 directly-owned stores and 119 franchised stores across 11 states. [10] The stores are present in the states of Maharashtra, West Bengal, [11] Karnataka, Goa, [12] Telangana, Kerala, Madhya Pradesh, [13] Chhattisgarh, Gujarat, [14] Rajasthan [12] and Delhi NCR. [15] [16] [17] [18]
The brand's only production facility is situated in Charkop, a suburb of Kandivali in Mumbai, India. [18] The company supplies to its own stores every day. [11] The company spends less than 1% of its sales revenues on advertising, relying mainly on word of mouth to attain revenues. [12]
On completing two years, the brand launched an experiential concept store in Juhu named Naturals Now, which serves freshly churned ice cream straight out of the churner. [19]
Starting with around 10 flavours, today Natural Ice Cream has 125 flavour options, of which 20 are offered throughout the year. [20] The set of flavours change according to seasons. Some of the seasonal flavors include litchi, fig, jackfruit, Muskmelon and watermelon. [21] A custard apple flavor is also purveyed by the brand. [21] [22] [23]
In 2006, the brand received Corporation Bank's National SME's Excellence Award in the Food and Agro Industry. [24] In February 2009, a Natural Ice Cream store located in the Juhu Ville Parle Development scheme placed in the Limca Book of Records for the largest ice cream slab, which weighed 3,000 kilograms. [25] The brand was awarded as Best in Customer Service - Regional Retailer Of the Year in 2013. [26] [27] In 2014 the brand received the gold medal for most innovative ice cream flavour (cucumber) in the Great Indian Ice Cream Contest. [28] In 2016, Natural Ice Cream was awarded for home grown concept in food service by Coca-Cola Golden Spoon Awards [29] and also received IMAGES Most Admired Food Service Chain of the Year in the Ice-cream & Dessert Parlours category. [30] It was named as India’s Top 10 brand for customer experience in a KPMG survey. [3]