At this ice cream establishment, there were no ‘MBA-level’ strategies - only a wish to sell fruit-flavoured ice creams.

With his mother’s hacks and father’s fruit expertise, Raghunandan Kamath, the founder of Naturals Ice Cream gave India fruit-flavoured ice creams without artificial colours, flavours and preservatives.

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Here are 5 simple ideas that made him the undisputed king of ice creams:

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An unusual combination

Kamath started by selling Pav Bhaji and fruit-flavoured ice creams in Mumbai in 1984. The idea of offering something cold after a hot and a spicy dish worked well.

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The USP

Kamath went beyond the conventional chocolate and vanilla flavours. He used his father’s expertise of how to spot high-quality fruits.

The brand used 3 main ingredients: Fruits Sugar Milk.

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Quality

Kamath’s mother taught him to take time with each dish. There was no room for ‘quick’ recipes in the household, which is reflected in their brand today.

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Innovation

Simple innovations dominate the brand. Inspired by his mother’s kitchen hacks, Kamath built a machine to deseed fruits like custard apple and jackfruit.

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Customer is God

From renaming pickle-flavoured Mango to ‘Wild Mango’ on one customer’s suggestion to introducing different themes in parlours telling customers about their history, Kamath focusses on customer feedback.

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“You don’t have to wait for the ‘big idea’. It is important to start and build upon the small ideas to create the biggest wins,” says Kamath.

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Read more about the story of Naturals Ice Cream, here.