How Artiste is Reimagining the Ice Cream Experience

Currently, Artiste has three channels of distribution -brand outlets, online e-commerce, and premium retail outlets including modern trade.
How is Artiste Reimagining the Ice Cream Experience
Madhusudhan Parikh

In India, the ice-cream industry is one of the fastest-growing segments of the dairy or food processing industry. It is considered to be one of the country's most popular desserts. The Indian ice cream market reached a value of Rs 201.4 billion in 2020, according to Expert Market Research. It is expected to grow at a CAGR of 14 percent between 2021 and 2026 to reach a value of approximately Rs 442 billion by 2026. Seeing the potential that the market holds, a new brand called ‘Artiste’ was launched and is ready to take share in this market.

As consumers are slowly moving towards healthy, natural, and preservative-free products, Artiste is a perfect product for discerning well-traveled, and experimentative consumers. It is an artisanal handcrafted ice cream brand using the choicest natural, and preservative-free ingredients.

“The rationale of launching Artiste is to give eating habits a healthier twist with inherent good ingredients. More importantly, it has been uniquely positioned to fulfill the space where there is a visible trend that consumers today are also looking for 'Clean Label' and 'Better for You' ingredients that are sans preservatives, adulterations, etc. Hence, the endeavor is to raise a bar in providing healthier and tasty options with unique flavors and natural ingredients,” Madhusudhan Parikh, Founder, Artiste said.

Redefining Ice Cream Recipes

Artiste has around 31 flavors in different categories. It has divided its flavors into different brand worlds, namely Fruity Art, Signature Art, and Vedic Art, depending on the ingredients, the ideology, and the flavor profile. The summer range is all fruit sorbet with no white sugar, using honey and jaggery and real fruits. The brand’s each serving of 120 ml tub ranges from Rs 150-250 and 500 ml tub ranges from Rs 600-750.

Artiste

“The main thing we focus on is using the best ingredients. Cow’s milk, cream, honey, and jaggery (cutting out the need for white sugar) are all healthy for us. Even the flavors have been decided to keep the health benefits of the specific ingredients in mind. Our chocolate, coffee, etc are all pure, sourced from premier sources, to ensure that there is no adulteration and the consumer extracts all the benefits, nutrients, antioxidants, etc they come from them. Other flavors use fresh fruits and ingredients like ginger, mint, tulsi, nutmeg, and chia seeds, all have been chosen for their specific health benefits, blended in a way that gives the consumer an ice cream experience they have never had before, anywhere in the world,” Parikh stated.

Some delectable flavors carried by the brand include a combination inspired by Vedic traditions as well as those derived from fruits and bestsellers like the Rose Saffron, Chili Guava, Blueberry Cheesecake, Chocolate Fudge Brownie, Double Dark Chocolate, Arabica Coffee, Lemon Vanilla, and Strawberry Creme amidst others.

Going Places

Currently, Artiste has three channels of distribution – brand outlets, online e-commerce, and premium retail outlets including modern trade. Artiste ice creams reach the consumer through its exclusive outlets in Delhi, Gurgaon, and Lucknow. The brand is readily available to order online on Zomato and Swiggy in Delhi NCR. It is also available at 24x7, Modern Bazaar and Needs Store.

The brand is soon launching its exclusive outlet in Noida.

Artiste

“Our aim is to extend the coverage of our network to most of the towns adjoining NCR like Chandigarh, Ludhiana, Shimla, Jaipur, and Indore, where we have the right audience and consumers who can appreciate the quality, uniqueness, and fineness of Artiste,” he asserted.

Future Ahead

The brand will be launching a new range called Vegan Art, comprising non-dairy ice creams with exquisite flavors like Salted Caramel, Coconut Cream, and Avocado. Alongside this, Artiste is also set to introduce a low-calorie high protein ice cream, vegan range with oat and almond milk, juicy fruit ice creams, probiotic fruity yogurt ice creams, and fully chocolate, fruit-based spreads, and sauces with no white sugar.

The brand is aiming to grow via social media, using like-minded influencers, and artists who have a presence online and want to be a part of our community. In the future, it wants to create blended artistic experiences, mini-concerts, and art shows to create awareness about the brand and possibly give a platform to artists to showcase their work.

“Another way to spread awareness about the brand is word of mouth. Then there are the promotions we are running at our parlors and online on social media and the food delivery apps. In terms of our marketing budget, we might not be able to match the bigger, commercial brands, but just by sheer strength of the product, we have already started creating a community of connoisseurs who appreciate our product, the taste, the benefits, the innovation, and the flavors,” Parikh concluded.

(To know more about what is happening in the retail, D2C, and e-commerce industry, please attend IReC.)

Madhusudhan Parikh
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