Environmental Analysis

Market Aggregation Analysis:

1. Market Size:
As on 2016, the Indian ice-cream market was around ₹10,000 crores (see table 1) and the
organized market comprised of almost 46% of the pie amounting to around 4,600 crores. In
terms of volume, the industry stood at around 360.88 thousand tonnes.
The numbers seem impressive, however, India’s per capita ice cream consumption stood at
a meagre 400 ml vis-à-vis the global average of 2,300 ml.
2. Market Growth
The Indian ice-cream market has been growing tremendously over the last 5 years and
registered around 20% CAGR between 2011-16. The market is expected to continue growing
at 20% as the Indian society moves towards a more consumeristic attitude and the living
standard improves with development and modernization.
3. Product Life-cycle
Ice-creams fall under the FMCG (Fast moving consumer food) segment and involves short
product life cycle span. This stresses the importance of strong distribution networks.
4. Sales Cyclicity
The ice-cream market is seasonal in nature with majority sales occurring in the summers.
The wedding season is also a big boom period for the ice-cream sales. However, with
innovative variants and changing lifestyles, winter sales are also picking up.
5. Regionality
The ice-cream market is un-evenly rooted in the Indian segmentation, with north and west
India occupying 75% of the market (source: Indiastat.com)
6. Profits

Porter’s Five Forces:

PESTLE Analysis