India gets its first Swiss ice cream boutique 'Movenpick'

Swiss ice cream brand, Movenpick has launched its first ice cream boutique in Mumbai at Juhu Tara road. The boutique features a range of 24 ice creams and sorbet flavours, ice cream dessert creations, gourmet confectionary products, sundaes, shakes, fat free refreshments along with scrumptious waffles and pancakes.

With the recent launch, the company plans to expand its established retail presence in Delhi, Kolkata and Chennai.

During the launch Ueli Pregar, Founder, Movenpick said "We are not doing anything extraordinary. We are doing simple things in an extraordinary way."

The ice cream brand comes to India through their association with Star Foods Speciality. "Movenpick was looking for a new partner or distributor in India said Tarun Sikka, Managing Director, Star Foods Speciality. He further added that with a background in imports, cold chain and opening restaurants, we seemed to have a good fit together.

The Indian ice cream industry is worth Rs 3000 crores and premium ice cream segment occupies a share worth Rs 300-400 crores. The industry is showing a rapid growth of 16 percent to 18 percent per annum, which is a positive sign.

"With Movenpick, we constantly strive to give our customers a truly global experience, which matches the exceptional product quality. We are an all-natural product with a worldwide sourcing of the best ingredients," stated Sikka.

The company plans an ice cream delivery system within the next two to three months in India. To this Sikka added that the key here would obviously be logistics and the ability to serve customer who have both small and large orders without compromising on the product.

Movenpick also intends to open four to eight outlets by 2016 and 50 outlets in the next four years. The company is targeting consumers seeking quality and superior taste experience without compromising on the purity and natural taste of real ingredients.

"Movenpick stores have been designed to reflect the uniqueness of Movenpick ice cream, its Swiss heritage and its history of innovation in the ice cream category. There is more to it than just selling ice cream, they are about providing a unique and highly premium consumer experience," stated Nicholas Prevost, International Marketing Director, Movenpick.

It will be interesting to see how the brand fares in comparison to its Indian counterparts with one scoop of the Swiss ice cream priced at Rs 175. The other variants at the ice cream boutique will be priced between Rs 390 and Rs 500.

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