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.

Corporate Report

L&T Finance joins the big league

Banking on its strategic plan, L&T Finance takes off

Corporate Report

Coforge achieves a milestone

IT firm Coforge crosses billion-dollar revenue mark

Special Report

New projects on the rise

Committing investments to new projects reflects the confidence of corporate India in India’s growth story

Cover Feature

Quotas are the new freebies

The Manipur violence is a reminder of why we need to revisit the concept of reservation

E-MAGAZINE
Quotas are the new freebies
Digital scores over Television
Fintech Mavens
FROM THIS ISSUE

Trade

Corporate Report

Education

Corporate Report

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

Energy

KSEB proposes green tariff

Published on May 10, 2023, 10:57 a.m.

KSEB plans to charge a premium of Rs2.54 a unit as a green power tariff

Innovation

Solar Zest!

Published on May 10, 2023, 10:35 a.m.

Zest Outdoor Media creates world record with solar billboard

Environment

Human ‘fingerprint’ on climate change

Published on May 10, 2023, 10:15 a.m.

New research provides clear evidence of specific signals from human activities have altered the temperature structure

Airports

Bhubaneswar airport goes green

Published on May 10, 2023, 9:56 a.m.

Bhubaneswar airport inches towards net zero