Vantara Creamery, a new artisanal ice cream company based on Vantara, the conservation and rehabilitation initiative, created by Anant Ambani, has launched its range of ice creams (17 unique flavours) inspired by “desi” (Indian) culture. The launch took place in Mumbai at Jio World Drive and has gained rapid traction among foodie and social media communities.
This new venture reflects Vantara’s diversification beyond animal rescue and rehabilitation (it originally started as an animal rescue and rehabilitation company in Jamnagar, Gujarat). Each ice cream is marketed as a premium dessert that combines nostalgia, creativity and high-end ingredients.
Each flavour is inspired by Indian nostalgia and potentially 17 different “desi” (Indian) flavour options are available. The line-up represents an alternative to traditional vanilla or chocolate ice creams; rather, flavours that reflect the memories tasted, as well as the tastes of various regions of India.
Examples of these innovative and nostalgic flavours are as follows:
- Malai Kulfi (a flavour based on the Indian summer dessert)
- Guava Chilli (based on a combination of guava and spicy chilli, commonly sold as street food)
- Filter Coffee (representing South Indian quick-service café culture)
- Lemon Sorbet (for those who prefer lighter and refreshing desserts).
The brand’s attempted connection between their comfort food memories and artisan presentation will differentiate their ice-creams from the rest of India’s rapidly increasing premium ice-cream market segment via their flavour strategy.
The focus on A2 Gir Cow Milk
Vantara Creamery has promoted its use of A2 Gir cow milk (a dairy ingredient traditionally linked to taste and creaminess) as part of the company’s effort to produce ice-creams in small batches; this reinforces its positioning as an artisan brand.
The creamery will also help to solidify the growing premium dairy category in India, especially as consumers become more frequently dependent on organic, farm-sourced and high-quality ingredients. According to industry observers, this is equally important as the demand for gourmet desserts continues to increase among urban Indian consumers.
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Ice Cream Truck Creates Buzz in Mumbai
Instead of using conventional retail to launch its product, the company used a specially designed ice cream truck experience at Jio World Drive in Bandra-Kurla Mumbai to create buzz for the product. The truck made its initial appearance on May 9th and 10th and is scheduled to return on May 16th and 17th.
The promotional film generated by AI comprising of scenes of a tiger walking through the streets of Mumbai next to the Vantara Creamery truck was part of the campaign promoting the new dessert line created by Vantara. The wine and dessert segment appears to have received considerable social media coverage.
According to many marketing professionals, the experiential launch helped create a sense of exclusivity and engagement online, especially among younger people who want to find unique food items.
The Emergence of Vantara’s Brand Identity
Vantara began as a wildlife rescue and conservation organization in Jamnagar, and now includes care and sustainability in building its lifestyle and emotional connection with consumers. The recent launch of Vantara into the food and beverage segment will give them an opportunity to build a luxury brand by using emotional narrative and strong visibility to connect with consumers. Some experts speculate that the launch of Vantara Creamery may be indicative of a larger expansion into luxury lifestyle products based on Indian heritage and art.
Although it is not yet clear whether Vantara will roll out its creamery product line beyond Mumbai, the brand’s launch has already created excitement among dessert lovers and social media users. As such, Vantara’s creamery product launch has been described as one of the biggest food brand launches of the summer season.
