We have seen launch of Luxury Brands in Watches, Apparels, etc. Its now time for Premium branded ice cream – Haagen Dazs is all set to enter India in Q1-2009 in a big way. General Mills is Haagen Dazs’ JV partner in India. The company plans to setup retail sales point under three different formats – flagship stores, smaller cafes and kiosks. Haagen Dazs will also be available in upper end food services restaurants.
Mr. Arindam, Director of Haagen Dazs said,
Our first branded cafe will be launched in Q1-2009. We plan to have 40 high end cafes over the next 10 years and will be appointing franchisees for the same. Our stores will be our equity building vehicle for the brand. We are entering the luxury food segment and will create the super premium ice cream category in the country.
Currently Haagen Dazs has limited presence in certain 5 star hotels and Godrej’s Nature’s Basket outlets. Haagen Dazs ice cream currently sell for around Rs 180 for 100ml cup. The company’s retail strategy is to go slow initially and once its cafes are setup, it would become more aggressive.
Haagen Dazs will be promoted through experimental cafes internationally known as Haagen Dazs Moments. Direct Mailers and leaflets will also be used to build brand awareness.