Cold Chain Man­age­ment: The Creambell way

Man­ag­ing a Cold Chain

Cargo Talk - - Contents - RaTan KR Paul

In In­dia, the es­ti­mated ice­cream in­dus­try worth is Rs 4,500 crore in 2013. It is ex­pected to grow to Rs 7000 crore in 2018. North and West In­dia ac­count for 70 per cent of to­tal sales. Cur­rently, profit mar­gins are rang­ing be­tween 20-30 per cent. How­ever, there is tremen­dous short­age of cold and sup­ply chain fa­cil­i­ties.

ML Arora, Vice Pres­i­dent, Devyani Foods Ind, dis­cusses the role of re­quire­ment of th­ese fa­cil­i­ties and their role be­hind the suc­cess story of lead­ing ice cream brand—Creambell.

Creambell Ice Cream is one of the fastest grow­ing ice cream brands in the coun­try. In a mod­est span of 10 years, Creambell has ce­mented its place amongst the top five ice cream play­ers of the coun­try.

One of the hall­marks of Creambell’s at­tributes is em­bed­ded in its strive for ex­celling in the area Cold Chain Man­age­ment.

Creambell has around 12.0 lakh cft of cold stores and 300 re­frig­er­ated ve­hi­cles to reach its panIn­dia cus­tomers. Cur­rently, Creambell has three state-of-theart man­u­fac­tur­ing plants at Baddi (Hi­machal Pradesh), Goa and Kosi (UP). The fourth plant is com­ing up in 2014 in the East­ern Sec­tor.

“Creambell boast of world-class stan­dards in the area of prod­uct qual­ity. Ev­ery batch of in­gre­di­ents goes through a strin­gent qual­ity con­trol, be­fore be­ing taken for pro­duc­tion. The qual­ity stan­dards are in con­so­nance with in­ter­na­tional norms, and no ef­fort is spared to en­sure world-class prod­ucts reaches the hands of the end-users,” said Arora.

“We are cur­rently hav­ing a pan In­dia re­tail reach of over 32,000 out­lets and our 60,000 Push Carts are con­stantly de­light­ing con­sumers all over In­dia. Our ex­clu­sive out­lets are also serv­ing fly­ers at air­port lounges,” added Arora. He also main­tained that Creambell par­lours are not only spread strate­gi­cally across the na­tion, it is also

present in neigh­bour­ing coun­tries.

Creambell prod­uct in­no­va­tion cou­pled with its ag­gres­sive cater­ing strat­egy and ap­proach is now sweep­ing the mar­ket share. “Our mul­ti­ple vari­ants in 5 litre packs are ad­dress­ing our cater­ing busi­ness into ev­ery nook and cor­ner of all ter­ri­to­ries we op­er­ate in. To fur­ther stamp authen­tic­ity on our prod­ucts, qual­ity hos­pi­tals like Medic­ity, Apollo and Max Hos­pi­tals have cho­sen us to serve at their hos­pi­tals. In the hos­pi­tal­ity in­dus­try, our part­ners are ho­tels such as Oberoi, Leela Kempin­ski and The In­ter­Con­ti­nen­tal,” said Arora.

Role of Ef­fi­cient Sup­ply Chain

The sup­ply chain is very cru­cial in the ice cream in­dus­try to main­tain the shape, size, colour, tex­ture

and the taste of the prod­uct. “You do the best in the man­u­fac­tur­ing of the prod­uct and if the sup­ply chain is bro­ken, all your ef­forts are wasted. We im­proved the sup­ply chain/cold chain and re­duced the losses to a great ex­tent and be­come a na­tional player,” Arora as­serted.

Creambell’s model of sup­ply chain is mixed one. It has its own ve­hi­cles, ded­i­cated ve­hi­cles from re­puted trans­porters and take from open mar­ket in case of ex­treme ex­i­gency. “How­ever, we are not tak­ing ser­vices from 3PL ser­vices at the mo­ment, but plan­ning to have in the com­ing years in the fu­ture,” said Arora.

Ac­cord­ing to him, there are only a few 3PL ser­vice providers at this mo­ment and they are lit­tle costlier be­cause of their higher ad­min ex­penses and lim­ited busi­ness avail­able to them. “They are in the evo­lu­tion stage and ex­pected to grow in a big way once in­ter­na­tional re­tail­ers open their en­ter­prises in our coun­try,” he main­tained.

“We ex­pect them to be more ef­fi­cient, com­pet­i­tive, com­mit­ted, qual­ity-con­scious and de­liver in time,” he con­cluded.

ML Arora Vice Pres­i­dent, Devyani

Foods Ind

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