Kwality Walls, from FMCG major Hindustan Lever, is set to mass market its offerings using the tested kiosk model adopted successfully by the likes of Coffeeday Express and closer home, MTR.
The Rs 200 crore (Rs 2 billion) division has zeroed in on swirls parlours in malls and scooping stations at high footfall areas/ high streets across the country to extend its wares to the next level.
Milind Pant, marketing manager Hindustan Level (ice cream division) said, "swirls parlour will open along with the inauguration of malls across the country. Next, we plan to have 200 scooping stations by end 2005."
While Pant refused to reveal the targets, HLL sources said that the model can evolve to generate upwards of 30 per cent to 40 per cent revenues in the coming years.
The company, which began focussing on such formats early last year, says it has successfully cleared its pilot test. The result, Kwality Walls will add more than a 100 scooping stations and over 10 swirl parlours immediately.
Milind Pant said that, impulse buyers dominate the ice-cream market. With the planned, take home segment accounting for less than a third of the total Rs 720 crore (Rs 7.2 billion) organised ice cream segment, Kwality Walls feels that this format will assist it woo window shoppers, casual walkers and frenzied mall hoppers looking to ease off with a cone.
Ultimately, this model is predicted to get Kwality Walls, the eluding incremental growth. The company bets this format will reignite its dormant sales. Its volumes are expected flat at 15 million litre, this year too.
