The Business Problem

When the Covid lockdown disrupted national supply chains, a leading ice cream distributor from Kerala found his deep freezer network empty just as early summer arrived. With no stock from principal brands, he wanted to launch his own brand—fast. But there was no time for elaborate R&D or a full range rollout.

What We Uncovered

We studied the GTM landscape and realised that only senior school and college students were back to in-person classes. These young adults were the most accessible and responsive TG. We also saw that stores near schools and colleges were operational, while family-focused retail was still subdued. Stick-based products offered both margin and speed.

The Strategic Shift

We advised the client to focus entirely on one consumer segment, one format, and one price band. No cones. No cups. Just value sticks priced at ₹20 to ₹50. We built the brand narrative around college youth and launched with a sharp SKU set across sorbets, choco bars, and duets.

How We Brought it to Life

Within eight weeks, we launched the brand across 1,000 deep freezers. We did on-ground merchandising ourselves. From positioning to packaging to in-store presence, every piece was designed to sell fast. We built for speed not scale.

What Changed

Despite zero presence in other markets and no push from national players, the brand achieved ₹35 crore MRP sales in just one season. All within North Kerala and South Karnataka. The brand no longer operates, but the blitzkrieg GTM remains a benchmark in rapid brand execution.