Bhoomika Singh
Indian cuisine is renowned for its diversity, richness and multitudinous flavours that embody centuries-old traditions and culinary secrets. Over the past five years, the Indian ice cream dessert industry has witnessed an extraordinary surge in growth.
As per the data by the IMARC Group, India’s ice cream market had reached Rs. 194.1 billion in 2022. Going forward, the IMARC Group expects the market to reach Rs. 508.4 billion by 2028, exhibiting a growth rate (CAGR) of 17.5 per cent during 2023-2028.
In the vibrant and competitive arena inhabited by renowned ice cream giants, Meemee’s has emerged as a unique brand sculpted by the visionary spirit of its Founder, Meha Agrawal. SME Futures spoke to Meha to understand how she is building a niche for her products in a market ruled by big players.
Childhood love blended with industry insights
“The only factor that differentiates ice cream and frozen desserts is the milk fat content. Ice cream has a milk fat content of more than 10 per cent and frozen desserts are anything less than that,” says Meha. With this insight into the industry, Meha’s passion for crafting indulgent frozen delights has propelled her to the forefront of the dessert scene.
Meha’s journey began during a childhood infused with the enchantment of ice cream. Inspired by her weekly trips to Baskin Robbins with her father, her fascination evolved into a fervent dedication. Armed with a diploma in baking and pastry from the Institute of Culinary Education in New York, Meha’s heart never wavered from her true ambition: creating extraordinary ice cream experiences.
A unique concoction of passion and craftsmanship
At the heart of Meemee’s lies an array of remarkable offerings that set it apart from the competition. “Meemee’s provides wholesome, good quality ice cream in both conventional and non-conventional forms. Our speciality is ice cream novelties. Toasties – the waffle ice cream sandwich – is our hero product,” Meha proudly declares. Meemee’s has ingeniously transformed the simple act of indulgence into an art form, tantalizing taste buds and touching hearts.
Yet, establishing Meemee’s in the competitive dessert market came with challenges. “There are challenges in every market, and one must not get scared of that and move one’s focus away from one’s goal,” emphasizes Meha. She firmly believes that quality and taste should always be at the forefront. With offerings like Toasties and Tubsters, Meemee’s bridges the gap between tradition and innovation, while the focus on exceptional ingredients assures that each bite is a symphony of flavours.
Anticipating tomorrow: Trends & challenges
As the industry evolves, trends and innovations become inevitable. “The current trend in the ice cream industry is guilt-free/low-cal offerings and I think it’s here to stay,” predicts Meha. This trend not only reflects changing consumer preferences but also showcases Meemee’s dedication to crafting treats that resonate with a health-conscious society.
However, amidst the triumphs, the industry is not without its challenges. “The constant increase in ingredient prices is one major problem that all of us in the industry are facing,” Mehta notes. Yet, she staunchly believes in maintaining quality even when faced with such challenges, as she understands that compromising on excellence would ultimately tarnish the very essence of Meemee’s.
Meemee’s foresees a delightful future
“I want Meemee’s to be the no.1 ice cream brand in the premium ice cream category in India,” shares Meha with an unwavering determination. Her sights are set on expansion, with an ambitious plan to establish Meemee’s as a prominent presence in major Indian cities. This vision entails solidifying Meemee’s position in Mumbai, Pune, Delhi, Bangalore, Hyderabad, Calcutta, and Goa, bringing a wave of delightful ice cream experiences to an even larger customer base.
As Meha, the driving force behind Meemee’s, envisions an even sweeter tomorrow, her journey serves as a beacon of inspiration to the dessert world. With each scoop of Meemee’s ice creams, the symphony of passion, craftsmanship, and dedication resonates, leaving an indelible mark on the palate and the heart.
In the universe of frozen delights, Meemee’s shines as a true luminary, a testament to the power of dreams, perseverance, and the relentless pursuit of crafting moments of pure delight.
