Business India ×
  Magazine:
F&B

Published on: June 21, 2022, 4:35 p.m.
Artiste and the art of making ice-cream
  • Flavour of the season: best ingredients are used to create Artiste’s ice-creams

By Suman Tarafdar

“When people think of us, they need to think of art,” says Madhusudan Parikh, founder, Artiste. “We give the consumer an ice-cream experience they have never had before, anywhere in the world.” A substantial claim, and one that is being made by a relatively new player in the market. In fact, the brand compares its products to art. Indeed, its 31 flavours even evoke art in their names ¬– Fruity Art, Signature Art, Vedic Art, etc.

“It’s all about process,” adds Parikh. “Since inception, we have aimed to treat the process of making ice-cream as what it is, an art form. Like an artist, we are careful, meticulous and, most importantly, highly creative. We always choose the best ingredients and create our ice-cream in small batches, so that our ‘artistry’ remains intact and, even more important, the consumers can experience it, enjoy it, like they would experience a painting or a piece of music from their favourite artist.”

The brand name was coined to create an equivalent of good art in food, informs Parikh. “The idea was to have people connect and create a distinct clientele who appreciate, enjoy and relish fine things in life.” A veteran of the sector, he says the key focus is to use the best ingredients. “Cow’s milk, cream, honey, jaggery (cutting out the need for white sugar), are all healthy for us. Even the flavours have been decided keeping the health benefits of the specific ingredients in mind. Our chocolate, coffee, etc, are all pure, sourced from premier sources, to ensure that there is no adulteration and the consumer extracts all the benefits, nutrients, antioxidants, etc, they come from them. Other flavours use fresh fruits and ingredients like ginger, mint, tulsi, nutmeg, chia seeds, all chosen for their specific health benefits, blended in a way that gives the consumer an ice cream experience they have never had before, anywhere in the world.” The ice creams are priced Rs150-250 for 120 ml tub, while the 500 ml ranges from Rs600-750.

Artiste was born during the pandemic, which itself was a challenge, coping with closed stores and low consumer confidence. The challenge, Parikh says, will always remain to sharply be where there are right audiences; we can’t go by traditional method of mass distribution. Manufactured in Gurgaon, its plans include creating blended artistic experiences, mini-concerts, art shows to create awareness about the brand, etc.

  • Parikh: making ice-cream as an art

    Parikh: making ice-cream as an art

The Indian ice-cream market

The Indian ice-cream market is worth about Rs20,000 crore and is expected to grow by 12 per cent CAGR. The premium ice-cream market is fragmented and may occupy 10 per cent, says Parikh. “The market is divided in geographies and there are many dominant local/ regional brands. Regional and local brands have the advantage of proximity and low-cost operations, if they continue to play the same game. For national brands, it’s a game of availability.

Also, there is confusion on ice-cream versus frozen dessert. The Indian market is dominated by commercial ice-creams for masses, products that follow a generic approach, set-ups mainly to cater to the bottom of pyramid consumers, with low quality and cheap ingredients. However, a distinct pattern is now emerging. Everywhere in the world, including India, consumers are moving towards premium categories and have started looking for ingredients and clean labels.

Cover Feature

Lalithaa Jewellery's shining moment

With the gold & jewellery industry catching up with the fastest-growing Indian economy, Chennai-based Lalithaa Jewellery looks to cash in on its cost advantage

Focus

Will it be glad season for the hospitality sector?

Feeder cities and spiritual tourism should bolster Indian hospitality sector

Corporate Report

TVS Mobility group hits the top gear

The Madurai-headquartered TVS Mobility Group appears to have hit the right lane for faster growth

Corporate Report

With quality products, Brigade transforms real estate

Brigade emerges as one of the leading, trusted property developers in the country

E-MAGAZINE
Modi 3.0
Economy in election mode
The untold story of the king of gold
FROM THIS ISSUE

Government

Corporate Report

Automobiles

Feature

Corporate Report

Corporate Report

Agriculture

The introduction of black pepper as an inter-crop in the sopari and coconut orchards, has enabled farmers to cultivate crops simultaneously

Skill Development

In 2020-21, the programme reached over 112,482 girls in urban and rural locations across six states in India, including 10,000 across Delhi

Collaboration

The event brought together stakeholders and changemakers to participate in a series of conversations on global trends and recent developments

Healthcare

The programme will focus on educating children on oral health and building awareness around the dangers of tobacco use

Biogas

German BioEnergy enters Indian market

Published on Aug. 17, 2023, 11:54 a.m.

BioEnergy will showcase its innovative biogas technology in India

Mobility

Ather looks to double its market share

Published on Aug. 17, 2023, 11:26 a.m.

Ather aims to produce 20,000 units every month, soon

Green Hydrogen

‘Kerala Hydrogen ecosystem a model for all states’

Published on Aug. 17, 2023, 11:06 a.m.

German Development Agency, GIZ is working on a roadmap for a green hydrogen cluster in Kochi

Renewable Energy

Adani Green eyes 45GW RE

Published on Aug. 17, 2023, 10:45 a.m.

AGEL set to play a big role in India’s carbon neutrality target