Go Pure Ice Creams, a Rajasthan-based ice cream brand, is targeting double the revenue by the end of next year, driven by its unique line of fruit-based sorbets and innovative ice creams. Founded in 2022 by couple Ranu & Ashish Surana and supported by friends-turned-investors, the company has rapidly expanded, especially in Tier 2 & Tier 3 cities, with 18 outlets already operational.
The company, which started with small seed money has also raised INR 70 lakhs through government schemes. With innovative products like Jamun Sorbets and Chili Guava Sorbet, Go Pure Ice Cream is well-positioned to tap into new markets while staying true to its commitment to health-friendly, chemical-free indulgence.
“We grew from zero to INR 1+ crore in our second year.
Now, in our third year, we’re continuing that momentum. Our current run rate is over INR 2 crore, in terms of GMV. We’re steadily progressing towards our target of INR 3 crore by the end of this year,” says Surana.
Next 6 Months and Winter Strategy
As the winter season approaches, Go Pure is also preparing to introduce winter-specific products like Kulhad milk and Hot coffee made from their innovative ice creams. “We’ve made it easy for our franchisees to offer hot beverages simply prepared from our ice creams only, ensuring the same thickness and texture,” explains Surana.
Besides that, for the next six months, the company is planning to expand geographically. Currently, the company operates on a hybrid model, with both franchise outlets and company-owned dark stores in Tier 3 cities. “We’ve covered almost all of Rajasthan with our cloud kitchen concept, and we’re expanding into Gujarat and Madhya Pradesh,” Surana shares. “Our franchisees are happy because competition in Tier 3 cities is negligible, and rents are low, so they’re seeing a great response from day one.”
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Go Pure’s expansion strategy is measured and focused on profitability rather than rapid scaling. “We’re not in a race to open 100 outlets in a year. We’re profit-centric and want to establish our base in Rajasthan before expanding to Delhi – NCR, where we plan to launch 8 to 10 outlets in a single go,” says Surana.
Surana shares that their second phase of expansion will focus on Delhi – NCR. “That’s our dream market, where we anticipate significant revenue growth. In fact, the revenue from one store in a Tier 1 city like Delhi can equal the revenue from five to six stores in Tier 3 cities. By the end of this year, we’re aiming to open five to six more outlets.”
Minimal Competition and Competitive Pricing
“Our specialty is the Sorbets in India,” says Surana, talking about the product offerings. “We are dealing with fruit-based sorbets and innovative ice creams, like Real Fruits with fillings or Prebiotic Sorbets. Everything is chemical-free, preservative-free, and health-friendly.”
Go Pure’s product line includes sorbets, natural & pure ice creams, and innovative offerings like Green Chilli ice cream, Sitaphal ice cream and unique Golgappa ice cream. The company’s focus on pure, no-fat, no-chemical ingredients is helping them carve a niche in a market dominated by traditional and mass-produced ice creams.
“In the sorbet space, competition is very limited. Most commercial players aren’t making sorbets the way we do, especially our unique desi format with masala toppings,” says Surana. The brand’s sorbets, which fall under vegan and diabetic-friendly categories, are priced competitively at around INR 70 per serving. “It’s pocket-friendly and different from what premium brands offer.”
