INTRODUCTION

FOUNDED BY BURT BASKIN AND IRV ROBBINS IN 1953 HEADQUARTERS IN GLENDALE, CALIFORNIA MORE THAN 5800 LOCATIONS, 2800 OF WHICH ARE IN THE U.S. SELLS ICE CREAM IN 30 COUNTRIES WHICH INCLUDES INDIA ALSO

IN 1953

SNOWBIRD ICE CREAM FEATURED 21 FLAVORS AND WAS A NOVEL CONCEPT AT THAT TIME WHEN THE SEPARATE COMPANIES MERGED IN 1953, THE CONCEPT GREW TO 31 FLAVORS BASKIN ROBBINS WAS KNOWN FOR ITS ³31 FLAVORS´ SLOGAN AND ALSO ³COUNT THE FLAVORS WHERE FLAVOR COUNTS´ SLOGAN

FACTS ABOUT ICE CREAM IN INDIA

THE PERCAPITA CONSUMPTION OF ICE CREAM IN INDIA IS JUST 0.23 LITRES AS COMPARED TO THE U.S. WHICH IS 23 LITRES THE CLIMATE CONDITIONS IN MOST PARTS OF INDIA ARE IDEAL FOR THE PROMOTION OF ICE CREAMS NOT A SINGLE MULTI NATIONAL BRAND HAS MADE ITS PRESENCE FELT IN THE ICE CREAM MARKET IN INDIA THE MARKET IS STILL RULED BY INDIAN BRANDS SUCH AS AMUL, KWALITY WALLS, MOTHER DAIRY, VADILAL, ARUN AND LAZZA

THESE WERE THE PROMOTING FACTORS FOR BASKIN ROBBINS TO ESTABLISH IN INDIA

POSITIONING

31 FLAVORS COUNT THE FLAVORS WHERE FLAVOR COUNTS

SURPRISING FACTS ABOUT BASKIN ROBBINS AND INDIAN ICE CREAM MARKET

MULTINATIONAL ICE CREAM BRANDS ACCOUNT FOR LESS THAN 8% IN THE INDIAN MARKET BASKIN ROBBINS THOUGH POSITIONED AND HAS BEEN KNOWN FOR ITS MULTIPLE FLAVORS ABROAD FAILED TO DO SO IN INDIA A HUGE GAP BETWEEN THE LIST AND AVAILABILITY FAILED IN PROMOTING ITSELF AND GAINING A SHARE IN THE UNORGANIZED SECTOR