Bengaluru: Mumbai-based Naturals Ice Cream, a legacy brand under Kamaths Ourtimes Ice Creams, is set to expand its footprint to over 200 stores across India by the end of 2025. Currently, the over-40-year-old brand operates more than 170 outlets in 15 states, with plans to open 30 new stores in tier-1 and tier-2 cities, including Chennai and Lucknow.
Siddhant Kamath, Director of Naturals Ice Cream and a second-generation entrepreneur, shared the brand’s ambitious growth plans with IndiaRetailing. “We are focusing on scaling our production capacity and expanding our ice cream portfolio through product and line extensions to meet rising demand and explore new sales channels,” Kamath said.
Retail Strategies: The 3 Ps Approach
Naturals’ growth strategy for 2025 revolves around three core pillars—product, place, and promotion. The brand plans to introduce regional fruit-based flavors, such as kubani ice cream in Hyderabad and jackfruit ice cream in the Konkan region, to strengthen its connection with local communities. In 2024, the company successfully leveraged seasonal campaigns, launching new flavors during key occasions like Diwali, Christmas, and mango season.
Innovation and Automation
To enhance customer convenience, Naturals recently introduced ice cream vending machines at seven locations. These machines, which operate 24/7, have been well-received, particularly during non-operational hours, and have helped manage peak-time crowds. The company plans to expand this initiative further.
Revamping Retail Parlours
Naturals is also undertaking a comprehensive revamp of its retail parlours, starting with Chennai. The upgrades will focus on improving ambience, branding, and overall service quality, with plans to extend these changes to all stores nationwide.
Digital Expansion and Revenue Goals
To bolster its online presence, Naturals is exploring partnerships with quick commerce platforms and the Open Network for Digital Commerce (ONDC). The brand also aims to achieve higher year-on-year growth on existing food aggregator platforms. Despite a revenue dip during the pandemic—from Rs 166.85 crore in FY 2020 to Rs 93.14 crore in FY 2021—the company rebounded strongly, closing FY 2024 with Rs 294.02 crore in revenue. Naturals now targets Rs 500 crore in revenue by FY 2027.
“We anticipate 20% overall growth and around 15% year-on-year same-store sales growth (SSSG) in 2025 as we scale supply and open new locations,” Kamath added.
A Legacy of Innovation
Founded in 1984 by Raghunandan Srinivas Kamath, affectionately known as the ‘Ice Cream Man of India,’ Naturals revolutionized the Indian ice cream market with its use of real fruit pulp. Starting with a modest 200 sq. ft. parlour in Juhu, the brand introduced iconic flavors like sitaphal, tender coconut, and jackfruit, which remain customer favorites.
Known for its minimalistic advertising approach, Naturals relies heavily on word-of-mouth marketing, spending less than 1% of its sales revenue on promotions. This strategy has helped the brand maintain its authenticity and strong customer loyalty over the decades.
As Naturals Ice Cream continues to innovate and expand, it remains committed to its core values of quality, authenticity, and community connection, ensuring its legacy endures for generations to come.
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