In a competitive market where consumers are increasingly health-conscious yet unwilling to compromise on taste, Tangelo Ice Cream has emerged as a standout player. Since its launch in August 2022, Tangelo has rapidly become a favorite among ice cream lovers, thanks to its commitment to wholesome ingredients and delicious flavors.
“Tangelo has a legacy that I’m proud to continue. It all started as a hobby for my father after he retired, and we officially launched the brand in August 2022. And we make wholesome, healthy ice creams that are also outstandingly delicious,” said Ayesha Malhotra, Co-Founder of Tangelo Ice Cream. Tangelo prides itself on using real ingredients without artificial flavors or colors, ensuring that every scoop is made from at least 30% real fruit. This commitment to quality has been a cornerstone of their success.
Rapid Growth and Market Success
With the summer season on, the brand has been seeing a significant footfall. Tangelo has seen a staggering 4X increase in sales over the past year. “Our sales this year have gone up 4X from last year. So, we’re very excited,” said Malhotra.
This growth has been driven by an expanding product range, including vegan, sugar-free, and classic dairy ice creams. Their retail footprint has also grown, with three outlets in the NCR region, the latest being in Gurgaon on Golf Course Road, a strategic location close to their largest customer base.
However, operating in the ice cream industry is no easy feat. “The cold chain & distribution pose unique challenges for ice cream,” Malhotra explained. Maintaining the required temperature for frozen products is crucial, and Tangelo has navigated these challenges with a focus on quality and customer satisfaction. “Ice cream is a fragile product where people, once they become loyal to a brand, can stick to it,” she added, highlighting the emotional and nostalgic connection many have with ice cream.
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Shift to Online-First Strategy
Originally an offline-first brand, Tangelo has shifted its focus to online sales. “Since then, we’ve made a conscious effort to change it to an online-first brand,” Malhotra stated. This shift has paid off, with their online sales experiencing a significant boost. Tangelo has also expanded its presence through 10 dark stores across NCR, further enhancing their delivery capabilities.
While the main growth driver is online sales, Malhotra recognizes the importance of offline presence for building brand awareness. “Offline does help, but the growth comes from the online presence,” she noted. The new Golf Course Road outlet serves not just as a retail space but as a strategic point for enhancing customer experience and brand visibility.
Future Expansion Plans
Looking ahead, Tangelo plans to continue its expansion. “We want to expand our dark stores again to areas just on the outskirts of NCR,” Malhotra revealed. This cautious yet ambitious approach aims to maintain quality while reaching new customers. Additionally, Tangelo is set to launch two new products within the next quarter, keeping the brand fresh and exciting for consumers.
With this, the ice cream brand is also witnessing good repeat numbers.
Tangelo’s success isn’t just about numbers; it’s about the strong connection with customers, she said. “We have a high number of returning customers. I’m very pleased with that,” Malhotra said, with a 30% repeat customer rate indicating strong brand loyalty. This loyalty is built on delivering a product that people genuinely enjoy. “People see value in Tangelo,” she emphasized.
Among their offerings, chocolate flavors have been particularly popular. “We do vegan sugar and dairy sugar, and people can’t tell that it’s not a regular kulfi,” Malhotra shared, showcasing their ability to create healthy yet indulgent treats.
As Tangelo continues to innovate and grow, Malhotra remains optimistic about the future. “Every month since January we’ve been expanding,” she said. The brand is also exploring quick commerce options to enhance their delivery speed, aiming to offer an even better customer experience.
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