As the scorching heat of summer envelops India, there’s a palpable surge in the demand for ice creams. With rising mercury, people, especially children, enjoy delights that ice cream offers. However, with dynamic innovations and shifting consumer preferences, it’s not just ice cream scoops that provide respite. The demand for frozen foods of all kinds—from popsicles and frozen yogurt to frozen fruit bars and gelato—reaches new heights as people seek out ways to beat the heat. With this, Delhi-NCR based FroGo, an online frozen food delivery brand is up for the season, led by its visionary founder and CEO Mira Jhala. In an exclusive conversation with SnackFax, Mira reflects on the past year’s achievements and anticipates the future trajectory.
“Last year was very exciting for us at FroGo. Expansion of our infra across the north zone, partnerships with many more brands and growing consumer demand – all keeping us super excited about the frozen food space,” she shared. Moving forward into the current year, Mira emphasizes three key priorities, “Frozen delivered Frozen”, consumer demand shifting rapidly towards online and expansion from ice creams to all frozen foods. This steadfast dedication has propelled FroGo’s expansion across the north zone, forging partnerships with numerous brands and witnessing a surge in consumer demand for frozen delights.
Mira launched an online frozen food delivery platform in 2022 after noticing a gap in the frozen food supply chain. The platform sources a variety of frozen food goods from food manufacturers and delivers them to users.
“The last year or two has been largely an early part of the adoption curve – many brands have been experimenting and trying out things. For the last few months, we have been seeing serious commitment from all players – large enterprises to new entrants – all going for the long haul to win over consumers via online and investing on end to end sub-zero infra via partners like FroGo.”
Speaking about opportunities this year, Mira told that the company has received confirmation on a thesis.
With multiple brands signing up for our B2B line of business, “we are seeing confirmation of that,” she said. “We believe our sub-zero facilities as well as network of frozen dark stores would prove very useful for brands for their own supply chain as well as distribution – especially since the frozen supply chain is truly broken in India.
Addressing the anticipation for the upcoming year, Mira emphasizes the industry’s momentum towards a nationwide infrastructure to support the growing demand. “The next two years are going to be important for creating a nationwide infra for us to support the massively growing demand from our brand partners.”
Continue Exploring: Frozen foods tech platform FroGo raises $1.15 Million in seed round led by Inflection Point Ventures
With an eye on technological advancements, FroGo aims to enhance supply chain visibility, operational efficiency, temperature monitoring and inventory tracking through custom-built software and apps. “Our north star is speed without error across the supply chain—from manufacturer to end consumer,” Mira affirms, highlighting FroGo’s commitment to excellence.
In light of the impending elections, Mira acknowledges the potential impact on consumer sentiment and market dynamics. However, she remains optimistic, viewing the elections as a testament to India’s democratic spirit and an opportunity for growth across sectors, including the frozen food industry.
“We are lucky and honoured to be a part of such an exciting period in India. The entrepreneurial spirit of enterprises like FroGo, among others, will propel India’s growth story ahead. Election season has an impact on all sectors, large or small. Over time, we have noticed an impact on consumer sentiment, stock market sentiment, and investor attitude. “We anticipate that elections will have a significant positive impact on our industry,” she added.
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Delving into consumer behavior, Mira elucidates the evolving landscape driven by digital media and e-commerce. “I have no doubt that both will continue to develop. This allows for new businesses to emerge and capitalise on the shift in medium. Not only must familiar brands transition to the new medium, but newer brands must also provide good product quality, inventory availability across geographies, and customer assistance, just as consumers expect from well-known larger brands. Our sector has one key requirement: we deal with frozen food, which must be delivered within minutes – and frozen. As a result, inventory and the supply chain are critical,” she explained.
As demand for frozen food rises, companies like FroGo are preparing to capitalize on this potential market opportunity by improving the cold supply chain. FroGo raised $1.15 million in seed funding last year, marking a critical milestone in its mission to revolutionize the frozen food sector.
While acknowledging the allure of familiar brands, she underscores the importance for emerging brands to prioritize product quality and accessibility. “Consumers are hungry. We at FroGo are creating the sub-zero highway for frozen foods—brands just need to drive their trucks on our highway!” Mira remarks, emphasizing the company’s role in facilitating access to a diverse range of frozen delights.
As FroGo sets its sights on expansion, Jhala expresses enthusiasm for tier 1 and 2 cities, recognizing the untapped potential beyond metropolitan areas. With a focus on accessibility and outreach, FroGo endeavors to bridge the gap between urban and non-metro markets, catering to the diverse needs of consumers across geographies.
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“Non-metro cities and towns have consumers who are aware and hungry – as they are mostly underserved. It is definitely very exciting for us to ensure that our sub-zero highway reaches tier 1 and 2 at the earliest and we are working on it. But remember the bulk of business is still coming from metros. The density of consumers and volumes are larger in metros – hence our sub-zero network will be denser in metros,” she told us.
With an eye towards the future, FroGo lists high goals for the season to come, such as growing the number of dark storefronts & adding new brands. “Last season, when we were just getting started, there were roughly 15 stores; this season, we intend to have 100 throughout the northern area. Dark stores are the FroGo sub-zero network’s endpoints. To serve the dark stores, new feeder mother hubs in other locations must be established. Another significant measure is expanding into other frozen categories by partnering with more ice cream businesses. “This season has a lot in store,” she remarked.
Looking ahead, she expects a rise in demand for exotic tastes and guilt-free options, indicating Indian consumers shifting preferences. “Indian consumers are excited about creative brands that offer international flavours. Simultaneously, there is an increasing desire for desi cuisine. She goes on to state, “We have observed a surge in demand seeking guilt-free options.”
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