Chapter .

1
Introduction

Introduction to the mother dairy

known for its rich taste, creamy texture, and high-quality ingredients,
Mother Dairy Ice Creams have become a household favorite across
different age groups. With a commitment to innovation and customer
satisfaction, the brand continuously expands its offerings to cater to
evolving tastes and preferences

Mother Dairy is a wholly owned of the National Dairy Development Board

which is a statutory body under the ownership of the Ministry of Fisheries,
Animal Husbandry and Dairying of the Government of India that manufactures,
markets and sells milk and dairy products.[2] Mother Dairy was founded in
1974, as a subsidiary of the National Dairy Development Board (NDDB).

Mother Dairy initially focused on milk and other dairy products but expanded it
products portfolio over the years. In the late 1990s, the company ventured into

1
the ice cream business, recognizing the growing demand for dairy-based frozen
desserts in India. The brand positioned itself as a premium dairy-based ice
cream manufacturer, differentiating itself from competitors that used vegetable
oils in their frozen desserts

( History and Background of Mother Dairy)

“Mother Dairy” is one among the single largest brands of milk in India as well
as in Asia, marketing about 2.2 million liter’s of milk per day. Mother Dairy
commands 40% market share in the organized sector in and around Delhi,
primarily because of consistent quality and service – whatever be the crisis –
floods, transport-strike, curfew etc. Mother Dairy, Patagonia, Delhi, is presently
manufacturing & selling around 8.5 lakh litters of tonned milk through bulk
vending shops.

Mother Dairy, Delhi is an IS/ISO – 9001:2000 and Hazard Analysis

Critical Control Points (HACCP) and IS-14001:1996 Environment
Management System (EMS) Certified organisation. Mother Dairy was the
first Dairy in the country to implement ISO-14031 (Environment
Performance Evaluation) project. The company’s Quality Assurance
Laboratory is ISO/IEC- 17025:1999 certified by NABL (National
Accreditation Board for Testing and Calibratio

Laboratory), Department of Science & Technology, India. This provides

assurance to the consumer in respect of Quality and Safety of products
manufactured and marketed by Mother Dairy.

The National Dairy Development Board (NDDB) commissioned Mother

Dairy in the first phase of Operation Flood in 1974. Considering the
success of Dairy industry NDDB established Fruit & Vegetable Project in
Delhi in 1988 with “SAFAL” as its umbrella brand.

2
 With a view to separating the commercial activities from developmental
activities, the NDDB merged Mother Dairy and the Fruit & Vegetable
project into a wholly owned company named Mother Dairy Fruit &
Vegetable Ltd (MDFVL) in April 2000. This becomes the holding
company of Mother Dairy India Ltd (MDIL) – a marketing company and
Mother Dairy Foods Processing Ltd (MDFPL) – a processing company.
MDFPL is a multi unit company, with units at various locations in India.
Mother Dairy, Delhi is one of the units of MDFPL.

Significance of the Mother Dairy Industry

The dairy industry plays a crucial role in the economy, nutrition, and
livelihood of millions of people. Mother Dairy, a leading dairy company
in India, has been instrumental in shaping the dairy sector, providing
quality dairy products, and supporting farmers. Below are the key aspects
highlighting its significance:

[Link] to the Economy

Mother Dairy significantly contributes to India’s economy by generating

employment, promoting rural development, and enhancing the GDP. The
company supports dairy farmers by ensuring a stable market for their milk,
thereby fostering financial stability in rural areas. The dairy industry as a whole
is a vital part of the agricultural economy, and Mother Dairy plays a leading role
in its growth.

[Link] Nutritional Security

Dairy products are an essential source of nutrition, providing vital proteins,

calcium, and vitamins necessary for growth and development. Mother Dairy
ensures that high-quality milk and milk-based products reach millions of
households, addressing nutritional deficiencies and promoting overall health.
Their wide range of products, including milk, butter, yogurt, paneer, and ice
creams, cater to the dietary needs of people across different age groups.

3
 3. Supporting Farmers and Rural
Development

Mother Dairy follows a cooperative model that benefits thousands of

farmers by offering them fair prices for their produce. This initiative not
only empowers farmers economically but also motivates them to adopt
modern dairy farming practices. The company invests in rural
infrastructure, veterinary services, and training programs, thus improving
milk yield and quality
.
Technological Advancements and Quality
Assurance

Mother Dairy employs state-of-the-art technology for milk processing,

quality control, and packaging. The company adheres to strict quality
standards, ensuring that consumers receive safe and hygienic dairy
products. Advanced cold chain logistics further enhance the shelf life and
freshness of their products.

.Sustainability and Environmental

Responsibility

Recognizing the importance of environmental conservation, Mother

Dairy integrates sustainable practices in its operations. The company
promotes eco-friendly packaging, waste management, and water
conservation initiatives. Additionally, it encourages farmers to adopt
sustainable dairy farming methods, including organic feeding practices
and renewable energy utilization.

[Link] Presence and Consumer Trust

Over the years, Mother Dairy has built a strong market presence and
consumer trust by consistently delivering high-quality products. Its vast
distribution network ensures the availability of dairy products across
urban and rural areas. With a customer-centric approach and continuous
innovation, the company remains a preferred choice among consumers.

4
7. Promotion of Indigenous Dairy Industry

Mother Dairy supports the indigenous dairy industry by sourcing milk

from local farmers and promoting traditional dairy products. The brand
helps preserve the cultural significance of dairy consumption in India
while adapting to modern consumer preferences through innovative
product offerings.

The Mother Dairy industry is a cornerstone of India’s dairy sector,

playing a vital role in economic growth, nutrition, rural development, and
sustainability. Through its farmer-centric approach, technological
advancements, and commitment to quality, the company continues to
contribute to the well-being of millions while strengthening the nation’s
dairy industry. Its unwavering focus on innovation and sustainability
ensures that it remains a key player in the evolving dairy landscap

5
 Kwality walls ice cream industry )

Introduction to Kwality Wall’s

Kwality, the original

Indian company, was
founded in 1956, and
was the first in the re
Kwality Wall’s is one of India’s leading ice cream and frozen dessert
brands, owned by Hindustan Unilever Limited (HUL), a subsidiary of
Unilever. It has a significant presence in India and other Asian markets,
offering a wide range of frozen desserts, cones, bars, and tubs. The brand
is known for its mass-market appeal, strong branding, and extensive
distribution network.

The Indian ice cream industry is one of the fastest-growing segments in

the food and beverage sector. The market is estimated to be worth over
₹20,000 crores and is expected to grow at a CAGR of 10-15% due to
rising incomes, changing lifestyles, and increasing urbanization.

6
Ice cream is a frozen food usually made from dairy products, such as milk and
cream, often combined with fruit or other ingredients and flavours. The ice
cream recipes first appeared in 18th century in England. The ice cream in the 20th
century is one of the great changes and increases in availability and popularity.

One important development in the 20th century was the introduction of soft ice
cream, which has more air mixed in thereby reducing costs. Though India has
low per capita ice cream consumption of 300ml per annum, the trend is slowly
changing due to a number of reasons.

Indian summers are synonymous with ice cream. Push carts selling the choicest
of ice cream in numerous flavours from the traditional vanilla and chocolate to
unusual varieties. Indian Ice Cream market can be segmented in three different
ways, namely on the basis of flavours, stock keeping units / packaging and
consumer segments. The ice cream market today has a number of flavours like
vanilla, strawberry, chocolate, mango, butterscotch and a number of fruit
flavours, dry fruit flavours, traditional flavours like Kesar-Pista, Kaju-Draksh
etc. The market is totally dominated by Vanilla, Strawberry and chocolate,
which together account for more than 70% of the market followed by
butterscotch and other fruit flavours.

Today, more children like to taste the ice creams. Not only the children, all the
categories of people like to taste the ice creams. Thus, everyone is fond of
tasting ice creams of various flavours. Ice creams are often called ―The Great
American Dessert. It was developed in the United States and also popular in all
the countries. In this context, the present study has been undertaken to examine
consumers preference towards ice cream.

Kwality Walls is the company of Hindustan Unilever, the arm of Unilever in

India. It is an amalgamated brand name created out of two previously separate
independent companies that Unilever took over: Kwality of India and Wall’s of
Great Britain.

7
 Industry Overview

The ice cream industry in India is rapidly growing due to increasing

urbanization, rising disposable incomes, and changing consumer preferences.
The market consists of both dairy-based ice creams and frozen desserts (made
from vegetable oils). Kwality Wall’s primarily operates in the frozen dessert
category, which has faced competition from traditional dairy ice cream brands
like Amul and Mother Dairy.

Kwality Wall’s in the Ice Cream Industry

Parent Company: Owned by Unilever, which operates various ice

cream brands globally, including Magnum, Cornetto, and Ben)

[Link] Range:
 Cornetto (wafer cone with ice cream)

 Magnum (premium chocolate-coated ice cream bars)

 Feast (chocolate-coated ice cream bars)

 Cassatta (layered ice cream cake)

 Kulfi & Desi Delights (Indian flavors)

8
[Link] Strategy:

Strong branding & advertising (TV ads, digital marketing, celebrity

endorsements)
Extensive distribution network (retail stores, e-commerce, pushcarts)
Focus on youth and family segm

[Link]

Competes with Amul, Mother Dairy, Vadilal, Havmor, and international

brands like Baskin Robbins.

Distinction: Kwality Wall’s is more focused on innovative frozen

desserts, whereas Amul and Mother Dairy promote )

[Link]:

Regulatory issues: Controversy over the use of vegetable oils in frozen

desserts vs. dairy-based ice creams. Price sensitivity: Indian consumers
often prefer lower-priced, value-for-money products.

Seasonal demand: Ice cream sales dip in winter, requiring companies to

innovate for year-round sales.

Future Trends

Premiumization: Increasing demand for high-quality, indulgent ice

creams (like Magnum).
Health-conscious options: Low-sugar, high-protein, and vegan ice creams.

E-commerce growth: Expansion in online sales via food delivery apps

(Swiggy, Zomato).

9
 Chapter 2
Mother Dairy ice cream profile

Mother Dairy is one of India’s most popular and trusted dairy brands, offering a
wide range of ice creams that cater to different tastes and preferences. Their ice
creams are known for their creamy texture, rich flavors, and use of high-quality
ingredients. With a strong presence in the Indian market, Mother Dairy ensures
that its ice creams are made with pure milk and real ingredients, making them a
favorite among consumers.

Varieties of Mother Dairy Ice Creams

[Link] Ice Creams

Mother Dairy’s classic range consists of timeless flavors that are loved
generations. These include:

 Vanilla: A smooth and creamy delight, perfect on its own or as a topping

for desserts.

 Chocolate: Rich and indulgent, made with real cocoa for an authentic
taste.

 Strawberry: A fruity and refreshing option with real strawberry bits.

10
  Butterscotch: Crunchy caramelized nuts blended into creamy
butterscotch-flavored ice cream.

2. Premium & Exotic Flavors

For those who enjoy indulgence and a unique taste experience, Mother Dairy
offers premium and exotic flavors such as:

 Belgian Chocolate: A decadent treat with dark chocolate swirls and a

smooth texture.

 Rajbhog: A royal delight infused with saffron, nuts, and a rich milk base.

 Shahi Kheer: Inspired by the traditional Indian dessert, this flavor is

packed with cardamom and dry fruits.

11
  Kesar Pista: A saffron and pistachio-infused ice cream that exudes
richnes

3. Fruit-Based Ice Creams

These flavors are perfect for those who love the natural taste of fruits in their
desserts:
 Mango: A summer favorite, made with real Alphonso mango pulp.

 Black Currant: A tangy and sweet delight with real black currant pieces

 Litchi Delight: A fragrant and refreshing option, capturing the essence of

juicy litchis.

 Malai Kulfi: Rich and creamy, made with condensed milk and cardamom.

12
  Kesar Badam Kulfi: A delicious blend of saffron and almonds, giving it
an authentic Indian taste.

 Pista Kulfi: Packed with crunchy pistachios for a nutty and flavorful
experiences

4. Novelties & Fun Treats

Mother Dairy also offers a variety of unique ice cream formats, including:
 Cones: Crispy waffle cones filled with creamy ice cream and topped
with nuts and chocolate sauce.

 Ice Cream Bars: Available in different flavors like Choco Bar, Mango
Bar, and Vanilla Bar.

13
  Sundaes: Layered with sauces, nuts, and toppings for an indulgent
experience

 Family Packs & Party Tubs

For larger gatherings, Mother Dairy offers family packs and tubs that areperfect
for sharing. These are available in multiple flavors, ensuring that everyone can
enjoy their favorite ice cream.

Features and benefits of mother

Dairy ice creams

Mother Dairy is one of India’s most trusted brands, known for its dairy
products, including a wide range of ice creams. Their ice creams are
made from high-quality milk and natural ingredients, offering a delightful
experience for all age groups. Below is a detailed explanation of the
features and benefits of Mother Dairy ice creams.

 Features of Mother Dairy Ice Cream

 Rich and Creamy Texture- Mother Dairy ice creams are known
for their smooth, rich, and creamy texture, ensuring a delightful eating
experience.

 Premium Quality Ingredients

Made with high-quality milk, fresh fruits, real nuts, and rich cocoa for an
authentic and delicious taste.

 Wide Variety of Flavors

Offers a diverse range of flavors, including classics like Vanilla,

Chocolate, and Strawberry, along with unique Indian flavors like Kesar
Pista, Rajbhog, and Shahi Meva Malai.

 High Milk Content

14
 Contains a higher percentage of milk solids, making it a healthier and
more nutritious choice compared to artificial frozen desserts.

 Innovative Product Range

Offers exclusive ice cream categories such as Kulfi, Cones, Tubs, Ice Cream
Bars, and Sugar-Free options to cater to different preferences.

 Authentic Indian Taste

Some flavors are specially crafted to appeal to Indian palates,

incorporating ingredients like saffron, cardamom, and almonds.

 Hygienic Production Process

Manufactured under strict hygiene and quality control measures,

.ensuring safe consumption.

 Affordability

Competitively priced to offer premium quality ice cream at reasonable rates

 Eco-Friendly Packaging

Uses eco-conscious and food-safe packaging materials to maintain

freshness and reduce environmental impact.

15
Benefits of Mother Dairy Ice Cream

1. Delicious and Satisfying

The creamy and flavorful taste provides instant gratification and makes
for a perfect treat after meals or during celebrat

2. Rich in Nutrients

Being made with high-quality milk, it provides essential nutrients like

calcium, protein, and vitamins that contribute to bone health.

3. Perfect for All Occasions

Whether it’s a birthday party, a family gathering, or a simple dessert

craving, Mother Dairy ice cream adds joy to every moment.

4. Refreshing and Cooling

16
 A great way to beat the heat, especially during hot summer months, as it
provides instant refreshment.

[Link] in Various Size

From single-serve cups to family-sized tubs, Mother Dairy ice cream is

available in different packaging to suit individual and group needs.

[Link] Accessible

Available at local Mother Dairy booths, supermarkets, and online grocery

stores, making it convenient to purch

Target Market and Competitors of

Mother Dairy Ice Cream
Mother Dairy Ice Cream, a leading brand in India’s dairy sector, has a
well-defined target market that encompasses various consumer segments.
The target market can be categorized based on demographic, geographic,
psychographic, and behavioral factor

17
 Demographic Segmentation:

 Age Group: The primary target audience includes children,

teenagers, and young adults who consume ice cream frequently.
However, with premium and sugar-free variants, Mother Dairy also
targets middle-aged and elderly consumers.

 Income Level: Mother Dairy offers ice creams at various price

points, making them affordable for the middle-class and premium
consumers alike.

 Family Structure: Families with children are a key target group

since ice cream is often consumed as a family treat.

[Link] Segmentation:

 Urban and Semi-Urban Areas

Mother Dairy primarily focuses on urban and semi-urban markets
where there is greater demand for dairy and frozen products.

 Tier 1 and Tier 2 Citie

The brand has a strong presence in metropolitan cities and is
expanding in smaller cities and towns.

[Link] Segmentation:

 Health-Conscious Consumers
With sugar-free and natural ingredient variants, Mother Dairy
targets individuals who are health-conscious

18
  Indulgence Seekers:
Many consumers buy ice cream as a comfort food or indulgent
treat

[Link] Segmentation:

 Occasional Buyers:
 Many consumers purchase ice creams for celebrations, festivals,
and special occasions.

 Frequent Buyers:
 Some customers buy ice cream regularly as part of their diet or
dessert preferences.

Competitors of Mother Dairy Ice

Cream
The ice cream industry in India is highly competitive, with several
domestic and international brands. Mother Dairy faces competition from
various players:
1 . Amul Ice Cream

 Market Position: The strongest competitor, with a massive

nationwide presence.

 Strengths: Extensive product range, affordable pricing, and a

strong brand image.

19
  Weaknesses: Some consumers prefer premium brands over
Amul’s standard offerings.

2. Kwality Walls

 Market Position: A dominant player in the premium and

impulse-buy ice cream category.

 Strengths: Strong brand marketing, diverse product range

(Cornetto, Magnum), and aggressive retail distribution.

 Weaknesses: Higher price points compared to Mother Dairy.

20
3. Vadilal Ice Cream

 Market Position: A strong regional player with a growing

national presence.

 Strengths: Extensive flavors and innovative products, strong

brand in Gujarat and western India.

 Weaknesses: Less brand recall in North India compared to

Mother Dairy.

4 .Havmor Ice Cream

 Market Position: A premium brand now owned by Lotte,

with expansion across India.

 Strengths: Premium quality, innovative flavors, strong retail

presence.

 Weaknesses: Limited reach compared to larger brands like

Amul and Mother Dairy.

21
5. Natural’s Ice Crème
 Market Position: Premium segment leader with fruit-based,
natural ice creams.

 Strengths: Strong appeal among health-conscious and

premium consumers.

 Weaknesses: Higher pricing and limited availability in

smaller towns.

22
[Link]-Robbins

 Market Position: A luxury ice cream brand with

international appeal.

 Strengths: High-quality product offerings, unique flavors.

 Weaknesses: Expensive and limited accessibility for middle-

class consumers.

Competitive Advantage of Mother

Dairy
Despite strong competition, Mother Dairy maintains an edge due to:

 Affordable Pricing: Competitive pricing makes it accessible to

middle-class consumers.

 Dairy Heritage: Trusted for its high-quality milk-based ice

creams.

23
  Retail Network: Strong presence through company-owned
booths, parlors, and third-party retai

 Government Support: As a subsidiary of NDDB, it benefits

from government initiatives and a strong supply chain.

Kulfi Delights Authentic Indian flavors in a

frozen form.
Made with 100% Pure Milk

Unlike other ice creams that use artificial substitutes, Mother Dairy promises
purity. Our ice creams are made from fresh and wholesome milk, ensuring a
rich, natural taste in every bite.

No Artificial Flavors – Just Real Goodness

24
We believe in keeping things real and natural. That’s why our ice creams
are made with genuine ingredients like real fruit pulps, nuts, and
chocolate, without any artificial flavors.

Perfect for Every Occasion

Whether you’re celebrating a birthday, a family get-together, a romantic

date, or just indulging in a midnight treat, Mother Dairy Ice Creams make
every moment special.

Our Range – A Treat for Everyone!

You can enjoy our ice creams in different formats:

✅ Tubs & Family Packs – Perfect for sharing with loved ones
✅ Ice Cream Cones – For a quick, delightful snack on the go.
✅ Ice Cream Cups – Individual servings for your personal indulgence.
✅ Ice Cream Sticks & Bars – Classic favorites for all ages.
✅ Kulfi & Traditional Delights – Rich Indian flavors in frozen perfection.

Available Everywhere – Just a Scoop Away!

You can find Mother Dairy Ice Creams at:

✔ Mother Dairy booths & outlets
✔ Local grocery stores & supermarkets
✔ Leading online delivery platforms

The next time you want to treat yourself to something truly special,
choose Mother Dairy Ice Creams—because happiness tastes best when
it’s pure, rich, and creamy!

Grab your favorite flavor today and let the celebration begin!

#MotherDairyIceCreams
#PureIndulgence

25
 #CelebrateWithMotherDairy
#ScoopOfHappiness

Would you like this modified for a specific platform like a TV ad, social
media post, or print ad?

(Kwality walls ice cream profile)

Kwality Wall’s is one of the most well-known and beloved ice cream brands in
India, offering a delightful range of frozen desserts that have been enjoyed for
generations. A subsidiary of Hindustan Unilever Limited (HUL), Kwality Wall’s
combines rich flavors, creamy textures, and innovative product varieties to cater
to the diverse tastes of consumers. With a legacy that dates back to the early
1950s, the brand has continuously evolved, incorporating international expertise
while maintaining a strong local presence.

Wall’s is recognized for its commitment to quality and innovation, ensuring

that each bite delivers a refreshing and indulgent experience. The brand’s iconic
red and white heart logo symbolizes joy, happiness, and the pure pleasure of
savoring delicious ice cream. Over the years, Kwality Wall’s has introduced a
variety of flavors, formats, and experiences, making it a household name
across India and other markets.

26
Types of Kwality Wall’s Ice Cream

Kwality Wall’s offers a diverse range of ice creams and frozen

desserts, catering to different preferences and occasions. Some of the
major categories include:

[Link] Ice Cream Tubs

These are perfect for family sharing and come in a variety of flavors,
including:
 Chocolate – Rich and creamy, a favorite among
chocolate lovers.
 Strawberry – A fruity delight with real strawberry
essence
 Vanilla – A timeless classic with a smooth and creamy
texture.
 Butterscotch – Crunchy caramelized nuts blended
with creamy ice cream.

27
 2 .Cornetto Cones

Cornetto is one of Kwality Wall’s most iconic products, featuring a

crispy waffle cone filled with layers of creamy ice cream and topped
with nuts or chocolate. Popular variants include:

 Cornetto Choco – A chocolate lover’s dream with layers of

rich chocolate.

 Cornetto Butterscotch – A crunchy delight with

caramelized nutty flavors.

28
[Link] Ice Cream Bars

Magnum is a premium range under Kwality Wall’s, known for its

indulgent Belgian chocolate coating over creamy ice cream. Popular
flavors include:

 Magnum Classic – The perfect balance of vanilla ice

cream and rich chocolate.

 Magnum Almond – Coated with crunchy almonds and

smooth chocolate.

29
[Link] Cream Sticks & Bars

Perfect for on-the-go enjoyment, these ice creams come in different

flavors and coatings:

 Feast – A chocolate-coated bar with a crunchy shell and

creamy core.

 Paddle Pop – A colorful, fun ice cream stick for kids,

available in fruity and chocolate flavors.

30
[Link] & Kulfi

For those who love traditional and creamy indulgence, Kwality Wall’s
also offers:

 Sundaes – A mix of ice cream, syrups, and toppings for an

ultimate dessert experience.

 Kulfi – In spired by Indian flavors, available in malai, pista, and

mango flavors.

31
[Link] Packs & Family Tubs

Large-sized ice cream packs perfect for celebrations and gatherings,

available in a variety of flavors to suit everyone’s taste.

Conclusion

Kwality Wall’s has established itself as a leader in the ice cream

industry, offering a perfect blend of taste, quality, and innovation.
Whether it’s a simple vanilla scoop, a rich Magnum bar, or a crunchy
Cornetto, Kwality Wall’s continues to delight ice cream lovers of all
ages. With a wide range of choices, the brand ensures there is
something for every occasion, making life’s sweet moments even
more memorable.

32
 Chapter 3

Market Survey Report: Mother Dairy ice

cream

This market survey report aims to provide a comprehensive comparison of

Mother Dairy and Kwality Walls ice cream in the Indian market. The survey
was conducted among 1,000 respondents in the National Capital Region (NCR)
and revealed interesting insights into the ice cream market. The report covers
various aspects such as brand awareness, customer preference, product
offerings, pricing, and market share.

( Research methodology )

Purpose –

The basis report of this research is to find out the fact Affecting descision
Of the consumer to purchase to ice creams.

Problem –

To find out the problem is the frist stage of research Prosess . It represents the
translating the management. Problem of the research process . It is the rightly
said “A problem well defined in half – solved .

33
Consumer have faith in the brand image of the mother dairy , still it’s losing
share and Amul and other brands.

Objective –
The objective of the study are as follows:

 The objective of the study was to find the actual reason why
people are not buying the mother Dairy.
 To compare the market share and consumer perception of both
brands.

 To analyze their pricing strategies and product variety.

 To understand the marketing and distribution channels of each

brand.

 To identify key factors influencing customer preferences.

Sample

Sample frame – A sample frame consistent of a list of team

work which the sample is to be draw .
The sample frame for this research consistents which customer
visiting relaties outlet to purchase the milk North and East.

34
Sample size –

The sample size of the research was 315 individual.

Data collection

There are several types of data you might be interested in:

[Link] Data:

• Flavors offered

• Sizes and packaging options

• Ingredients and nutritional information

• Price range

[Link] Data:

• Market share in the ice cream segment

• Target demographics

• Competitors (e.g., Amul, Kwality Wall’s, Vadilal)

35
Methodology

Initially 25 factor Were identified to carry on the survey through an analysing .

This was farther cleared into a list of the question is a questionnaire ( refer
annexure) once frame and properly fragments .
These were individualy failed for a process of discriptive research.A cross –
board servey undertaken involving consumer of milk is East and North Delhi.

Market Share & Consumer Preferences

Mother Dairy

 Focus on natural dairy-based ice creams.

 Price range: ₹10 (small cups) to ₹500 (large tubs).

 Affordable and targeted toward middle-class consumers.

36
 ( Kwality walls )

Research methodology

RESEARCH DESIGN

In this study, Descriptive Research Design is used in research topic.

Descriptive research design is also called explanatory design. The

descriptive study is typically concerned with the determining
frequency with which something occurs or how two variables vary
together.

SAMPLING TECHNIQUE

The method of sampling adopted to conduct survey is Convenience

Sampling Method. The area of research is concentrated on consumer
satisfaction towards Kwality walls (ice cream).

SOURCES OF DATA

1 Primary Data

The primary data for this study is collected through questionnaire

consisting of multiple-choice questions.

2 Secondary Data

The secondary data is collected by referring by websites, journals,

articles and research paper.

37
 ( STRUCTURE OF QUESTIONNAIRE )

SAMPLE SIZE

Sample Size of 120 on consumer satisfaction towards Kwality walls

(ice cream).

PERIOD OF STUDY

The period of study is carried out from January 2021 to March 2021
which is three months of study.

Kwality Walls

Offers both dairy and non-dairy frozen desserts.

Price range: ₹15 (small cups) to ₹800 (premium products like Magnum).

Premium positioning with a focus on indulgence and variety.

38
 ( Chapter- 4 )

( Data analysis and interpretation of

mother Dairy )

39
Inferences

It is clearly seen that dairy products like butter and cheese are majorly
consumed by the population of Noida. Also, we can also infer from the above
data that dairy whitener is the least available. From, this data it can be said that
most of the population or consumers are of middle age and prefer carbs.
PRODUCT RANGEMILK SHAKES:

. product range

Market Share –

Inferences:
The mango flavour is the most loved flavour which is available on majority of
stores

Flavoured milk

40
Inferences: There are two variants of ghee: cow and khanti ghee. The
packaging which was mostly available was a carton or box. Jars are not the
popular choice for mother dairy ghee.

Butter

Inferences

Both the SKUs of butter are equally available and popular

among the customers.

Cold coffee

41
Data analysis and interpretation of
kwality walls

Percentage analysis

. Slowing Gender wise classification of response.

Interpretation

For the above It is interpreted that number of male Respond is 74.2% and the
female responded 25.6%.

42
Interpretation

From the above table 7.8% on the respondent Are below 18 years .
75.8% of the respondent are 19-25 years 9. 8% are the responded are
26-35 years 0% of the respondent 36-45 years 7.5% of respondent
Are 45 above .

43
Interpretation

For the above table 8.3% of the respondent are SSLC qualified of the
respondent are HSC Qualified 54.2% of the respondent are UG qualified 27.5%
of the respondent are PG qualified 5% of the respondent are other courses.

44
Interpretation

For the above table 29.2%of the respondent are below 100 g 41.7%
of the respondent are 250g 18.3% of the respondent are 500g 5.8 %
of the respondent are 1000 g 5% of the respondent are above 1000
g.

45
 ( Chapter -5 )
( Mother Dairy ice creams )

Findings OF THE STUDY

 Some SKUs like the Jar of ghee and dairy whitener 1 kg packages are
not available on the stores due to its low selling rate and low demand that
leads to increase in the investment and not generating enough revenues.

 There is an opportunity to enter into more SKUs in butter category that

maycater to the low income groups and health – conscious customer

 . Some National brands like Nestle and Patanjali are deminating the
market in their respective segments.

 Wide market coverage of the competitors can be a threat.

 Continuous adoption of changes in technology and trends can prove to be

helpful in covering the market

 Amul, the biggest direct competitor of Mother Dairy, has a strong

presencein the customers’ mind through the “Amul Girl” image which is
maintaining its legacy.

 The Mother Dairy pricing is slightly higher than that of its

competitors which can also be a reason for its low levels of customer
loyalty

 Mother dairy provide extra facilities like refrigerators in return of a small

amount of security to retailers which increases its visibility

46
 ( Kwality walls ice cream )

Finding of the kwality walls

• It
founded that the Majority (31.7%) majority of the
respondents are spent RS 51-100 on purchase.

• Itfounded that the (45%) majority of the respondents are

like to purchase in ice-cream parlour.

• It
founded that the (73.3%) majority of the respondents
are attracted by the buy 1 get 1 free promotion scheme.

• It
founded that the (48.3%) majority of the respondent are
like to have icecream in summer season.

• It
founded that the (42.5%) majority of respondent are
know the kwality wall’s ice-cream in television.

• It
founded that the (45.8%) majority of the respondent are
tasted kwality wall’s ice-cream above 4 times.

• It
founded that the (45%) majority of the respondent says
strongly agree to purchase based on price.

• It
founded that the (42.2%) majority of the respondent
says strongly agree to purchase based on brand.

47
• It
founded that the (47%) majority of the respondent says
strongly agree to purchase based on flavour.

• It
founded that the (39%) majority of the respondent says
strongly agree to purchase based on availability.

• It
founded that the (55%) majority of the respondent says
strongly agree to purchased based on taste.

• It
founded that the (44.2%) majority of the respondent
says satisfied with kwality wall’s ice-cream.

• It
founded that the (43.3%) majority of the respondent
says agree to buy kwality wall’s ice-cream.

48
 ( Chapter -6 )

Limitations of mother Dairy ice creams

 Outlets were visited randomly, inconsiderate of the the stock Re – filling

date.

 This study is totally based on observation and therefore could lead to

some discrepancies in data collection

 Time was one of the major constraint because of which the researcher
could not collect more data

 . Distance was one of the factor as the researcher had to move from
one to another for collecting data

 The deeper statistical techniques such as analysis using variance,

multiple regression etc.,

 could not be adopted due to the constraint of time and efforts. So,
simple
representation of data and analysis is performed.

49
Limitations of kwality walls ice
cream

Here are some common limitations of Kwality Wall’s ice cream that
consumers might point out:

1. Artificial Ingredients:

Some variants may contain artificial flavors, colors, and stabilizers

rather than natural ingredients.

2. Low Dairy Content:

Many products are technically frozen desserts (not real ice cream),
meaning they use vegetable fats instead of milk fat.

3. Sugar Content:

High in added sugars, which may not be suitable for people with
diabetes or those trying to limit sugar intake.

4. Limited Premium Options:

Compared to premium brands, the variety of rich, gourmet flavors or

mix-ins is more limited.

50
 5. Texture and Taste:

Some consumers feel that the texture is less creamy and the taste less
rich than traditional, dairy-based ice cream.

6. Nutritional Concerns:

Often high in calories and saturated fat, which can be a concern for
health-conscious individuals.

7. Not Suitable for Lactose-Intolerant

Consumers:

Despite some being labeled as frozen desserts, many still contain milk
solids and aren’t dairy-free.

8. Packaging Sizes:

Smaller portion sizes in some products compared to what is expected

for the price.

51
 ( Chapter -7 )

Mother Dairy & kwality walls ice

creams

Conclusion
Mother Dairy and Kwality Wall’s are two prominent players in India’s
ice cream industry, each with distinct market strategies and recent
developments.

Mother Dairy

Established in 1974 under the National Dairy Development Board

(NDDB), Mother Dairy has become a significant entity in India’s
dairy sector. The company offers a diverse range of products,
including milk, cultured products, ice creams, paneer, and ghee. A
substantial portion of its liquid milk is sourced from dairy
cooperatives, ensuring fair market prices for milk producers and
farmers. The company’s operations are highly automated, adhering to
international standards such as ISO 9001:2008 for Quality
Management Systems and ISO 22000:2005 for Food Safety
Management Systems. In the fiscal year 2023-2024, Mother Dairy
reported a net profit of ₹106 crore, a significant turnaround from a net
loss of ₹133 crore in the previous year. This profitability was
attributed to lower procurement prices. The company’s ice cream
segment notably surpassed the ₹500 crore revenue mark during this
period, making it the second-largest category in its dairy products
portfolio after curd. Milk and milk products remained the primary
revenue contributors, accounting for 72.47% of the total revenue.

52
Kwality Wall’s

Kwality Wall’s operates under Hindustan Unilever Limited (HUL), a

major FMCG company in India. In November 2024, HUL’s board
approved the demerger of its ice cream division, which includes
brands like Kwality Wall’s, Cornetto, and Magnum, into a separate
listed entity. This decision was influenced by the ice cream business’s
distinct operational model, encompassing specialized cold chain
infrastructure and a unique channel landscape, which limited synergies
with HUL’s other operations. The demerger aimed to unlock the full
potential of the ice cream market, a high-growth sector contributing
approximately 3% to HUL’s total revenue. Following this, in January
2025, HUL incorporated a new subsidiary, Kwality Wall’s (India) Ltd
(KWIL), to facilitate the demerger. HUL holds 100% of KWIL’s
issued and subscribed share capital, with an authorized capital of ₹250
crore. Shareholders of HUL are set to receive shares in the new entity
proportional to their existing holdings.

In summary, both Mother Dairy and Kwality Wall’s have undertaken

strategic initiatives to strengthen their positions in the Indian ice
cream market. Mother Dairy’s focus on product diversification and
operational efficiency has led to significant financial growth, while
Kwality Wall’s restructuring aims to provide dedicated attention to its
ice cream segment, reflecting the dynamic nature of the industry.

53
 Suggestions

Mother Dairy

• Moreflavours in the category of flavoured milk and milk shakes could be

experimented to capture the market.

• Customer and Retailers Feedbacks can play a major role

• Company can associate itself with some events like sports tournaments to
increase its visibility

• The new introductions like Custard can prove to be a success as the data
shows.

• Thecorporate tagline of the latest campaign- Happy Food Happy People

–should be initiated through the work culture within the company and
evolve the practices to keep the employees fulfilled.

54
Kwality walls

• As a result of this certain suggestions are put forward to improve the

standard of the kwality wall’s ice-cream and availability of all flavours in
the markets.

• Try to add some more layers in it because people mostly choose Kwality

A. Wall’s Ice Cream by adding some new innovations demand will

get more increased.

• Tryto improve the cone wrap because cone Ice Cream is preferred by
most.

B. So, improving it will attracts the people more.

• Majority of the respondents felt that the prices of ice creams are high.

Therefore, the company can concentrate more on its pricing strategy.

• Majorityof the respondents have suggested the company to introduce

new types of ice creams with health conscious.

• The advertisement as a factor secured least rank as compared with other

factor. Therefore, the company can come out with creative method of
advertisements to attract the consumers.

55
 ( Chapter -8 )

Annexure

A study on customer satisfaction towords mother

Dairy and kwality walls ice creams

1. Name.

[Link]

a. 18 below
b. 18- 22
c. 22-30
d. 30 above

[Link]

a. Male
b. Female

[Link] favourite ice cream brand?

56
a .Amul
b. Kwality walls
c. Mother Dairy
d. Vadilal
.
[Link] company owner of mother Dairy
a. Hindustan Unilever
b. Amul.
c. National Dairy Development Broad
d. Nestle

[Link] walls is a brand Owner by which company?

a. Mother Dairy
a. Hindustan Unilever
c. Amul
d. Nestle

[Link] satisfied are you with the quality of mother Dairy

ice?

a. Good
b. satisfied
c. unsatisfied
d. very satisfied

57
.
[Link] satisfied are you with the packaging of kwality
walls?

a. very satisfied
b. Satisfied
c. Unsatisfied
d. Average

58
1 . Name

59
[Link]

60
[Link]

61
[Link] favourite ice cream brand?

62
[Link] company owner of mother Dairy?

63
[Link] walls is a brand owner by which company ?

64
[Link] satisfied are you with the quality of mother
Dairy ice?

65
[Link] satisfied are you with the packaging of kwality
walls?

66