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Hatsun has wedding plans for ice-cream

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Mr C. Sathyan, Executive Director, Hatsun Agro Products Ltd, at a press conference in Chennai on Monday.

CHENNAI, Sept. 9

HATSUN Agro Product Ltd, the Chennai-based private dairy, has announced the launch of Royals, its wedding range of ice-creams.

According to Mr C. Sathyan, Executive Director, Hatsun Agro, identifying and catering to untapped niches in the market are part of the company's innovative marketing strategy. It has kept ahead in the market in South India, and has been an undisputed leader in Tamil Nadu for more than a decade, he said.

While consolidating its position in the South, the company is also looking at markets in the West. It has a foothold in northern Karnataka in Belgaum where it markets milk. However, a specific timeframe had not been fixed for this foray, but Hatsun was studying the prospects, he said.

An exclusive wedding range is an as yet untapped segment in the ice cream market, Mr Sathyan said. This premium rich ice-cream range, called Heavenly Seven, will consist of a range of seven flavours in unique packs. Ice creams have emerged as a must-have item on the menu during weddings and receptions. But Hatsun is offering a degree of exclusivity, and these will be available on order. Select varieties can be made available with the names of the wedding couple on the packaging, he said.

These will be available through Arun ice-cream outlets. The delivery period is about one week. The seven varieties are Heart of Hearts, Better Halves, Kulfi Melody, Romantica, Kulfi Maharaj, Vanilla Bloom and Berry Bloom.

The introduction of the Royal Wedding Range adds to the Hatsun menu of over 70 flavours, which caters to a wide range of segments. For instance, its Juno range targets children. The range of specialities includes the ice-cream ball, an all-time favourite in rural areas, and the cassatta - slice and ball, cake ice-cream, bars, `liksticks', cones, and the mass market cups. In addition, it also offers family and party packs, he said.

In South India, the company has 1,200 exclusive outlets with 520 in Tamil Nadu and an additional 160 in Chennai, 178 in Karnataka, 170 in Andhra Pradesh and 86 in Kerala. The company's total turnover this year is estimated to exceed Rs 300 crore with ice creams contributing Rs 37 crore, Mr Sathyan said.

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