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The Art Of Swiss Ice Cream

Friday, February 23, 2018

Tarun Sikka is the Managing Director of Nectar Hospitality. Armed with a MBA degree from the University of Massachusetts and a bachelor’s degree in Management and Finance from the University of Bradford, Tarun has now focussed his energies on establishing a pan-India presence for Mövenpick boutiques in India.

Mövenpick ice creams are imported into India by Nectar Hospitality. Spearheading Movenpick with his impeccable vision and direction, Tarun is responsible for managing the operations of retail outlets across the four metropolises in India including Chennai, Mumbai, Bangalore and Delhi. With a rich experience in the F&B industry, Tarun’s key areas include overseeing business expansion of Nectar Hospitality bringing in Movenpick Ice Creams from two hotels to 45 Hotels in India with central contracts with the ITC Group and Taj Hotels.

In conversation with Dominic Rebello, Tarun says, “The super-premium ice cream market is pegged at Rs. 350-400 crore, of which Movenpick aims to grab a minimum of 25% market share.”

Brief us about your business model?
After catering primarily to institutional trade, we are now taking up our retail presence from 74 to 100 outlets. HORECA also makes up for major sale where Movenpick caters to 35 plus hotels and restaurants across India. Along with this, Movenpick also has its physical presence across 3 formats (Cart, Gallery and Boutiques). 6 boutiques, 6 carts, 1 kiosk and 2 corners at the mall across India are our developments.

Having said that Ice Cream Market in India is growing at a rate of 15-20% Y-O- Y, where do you see Movenpick placed?
Ice Cream market as of 2017 is pegged at Rs. 11,743 crore of which the super-premium market is Rs. 350-400 crore. Movenpick aims for a minimum 25% market share.

Brief us about your processing unit and supply chain?
Movenpick is only produced in Rorchach, Switzerland. The ice cream is currently being sold in over 40 countries. Movenpick sourcing is extensive to correspond with its brand ethos of best of nature, all natural and no preservatives. Sourcing of the ice cream ingredients, from the ethnic countries like Strawberry from Chile, maple syrup from Canada and of course Mangoes from India. In these countries, the sourcing is done of the best possible batch of the ingredients.   

How do you plan to compete with the existing known brands?
The launch of our new convenient 100 ml takeaway tubs would be a great add on to the product line for retail business. We are also re-engineering our menu to come up with more international dessert offering to better complement our ice cream.  

We have also recently introduced 500 ml packs as 1-litre packs at Rs.950 were a bit too costly for the Indian market. We are now getting seven to eight flavours at the retail level in the 500 ml packs to specifically cater to the Asian market as the per capita consumption of ice-cream is still low in India compared to Europe.

Brief us about your future expansion plans?
In the year 2018-2019, we at Movenpick are looking at expanding by the franchise model. We have our first franchise store of Pune opening in early week of March, which will be followed by store openings one each in Mumbai, Chennai, Bangalore and 2 outlets in Delhi. Along with this, we are also associating with cinema chains, to expand the cart model. The coming year will see greater presence of Movenpick in the HORECA and retail business as we plan to revolutionize the ice cream industry with international flavours in India.

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