Ravi Makwana notes that as seasons shift later than they used to, ice cream brands are getting a longer runway to sell their products. He also flags three big forces reshaping the business: quick commerce, more health-aware consumers, and marketing built around data.

The summer season may be over on the calendar. The monsoon is really late this year because of El Niño. This means it still feels like it is mid May of mid June. It is really hot in parts of the country. People are looking for ways to cool down. They are eating ice cream and other things that people usually eat during the summer.

For Vadilal, rising temperatures naturally increased consumption occasions. According to Ravi Makwana, CMO, Vadilal Industries , not only has consumption increased, but the way consumers experiment with formats, flavours, and impulse purchases has also changed.

He says “The summer has been really good for us in terms of sales and people are really engaged with our brand.” The weird weather is affecting all companies that make food and other things. This means companies have to be ready to change their plans fast. They have to make sure they have products and they have to tell people about their products in the right way.

Makwana says “For companies, like us that sell ice cream the weather really affects what people buy. So we have to know what is happening in the market now and we have to be able to guess what people will want. We also have to be able to change our marketing fast. We have to spend our money and send the messages at the right time depending on the weather and what people are thinking.”

When we talk about the industry he says that it is moving towards planning that is more dynamic and based on data than just following the usual seasonal cycles.

For a company like Vadilal, which has been around since 1907 changing with the times is nothing. Vadilal has seen a lot of changes in how people buy things and how companies market themselves. As a brand that people have loved for a time Vadilals marketing strategy is all about keeping those feelings alive while still being relevant to new customers.

Vadilals marketing strategy is focused on preserving the sentiments of its customers while remaining culturally relevant to customers. The modern customer wants brands to be more agile, interactive and experience-driven so Vadilal is always changing its storytelling and engagement formats says Makwana.

This change in marketing is also clear in how the brand talks to people.

The Advertising Blueprint

Vadilals ads often try to spark curiosity than just talking about the product. This helps the brand stand out in a media world says Makwana. When people are curious they engage more with the brand. Become a part of the conversation.

For Vadilal storytelling is not about selling a product but about creating moments that make people feel something look forward to something and remember things. Whether it is through a campaign like ‘Zara Muskuraiye Vadilal Khaiye’ a campaign like ‘#IceCreamWaaliSituationship’ for Gen Z, events or stories that are relevant to the culture Vadilal tries to build excitement before revealing the main message. This approach helps people engage naturally and remember the brand better he says.

Vadilal is changing how it communicates to fit the changing ways of its customers. Is carefully choosing the platforms it uses to advertise. Its media strategy uses both digital channels in many different ways.

Television is still very important for reaching a lot of people and making them aware of the brand during times when people eat a lot and watch TV together. At the time digital media is becoming more important because it allows Vadilal to target specific people measure how well its ads are working and talk to customers in real time Makwana explains.

Vadilal is also working more with people who create content, which helps the brand be a part of the culture and conversations in a real way.

Navigating market challenges

With a well-planned media strategy the costs of making things and inflation are still making it hard for the FMCG industry especially with tensions between countries affecting the global economy. Makwana thinks this has created customers who’re more picky who will pay more for things they think are worth it but are also very careful with their money.

“Instead of relying only on price increases, we are exploring multiple levers such as operational efficiencies, portfolio optimisation, pack innovations, and value-driven offerings. The objective is to ensure that consumers continue to perceive strong value in the brand experience,” he explains, describing the company’s approach to balancing pricing pressures without hurting consumer sentiment or demand.

The way things are made and sold is not being affected by global events but is also being helped by the rise of quick commerce in India. Makwana thinks ice cream is a product that people buy on impulse which fits perfectly with commerce platforms.

This change is affecting everything from how productsre packaged and sold to how they are priced and promoted. Products need to stand out on small phone screens and categories that are driven by impulse buying benefit a lot from being visible on quick commerce platforms he shares.

This evolution is also changing marketing by making it more focused on areas measuring how well campaigns are working and doing promotions in real time.

The rise of indulgence

But customers today are not just looking for convenience they are also looking for healthy options. The days when customers would trust brands without questioning are gone. Today shoppers read the ingredient lists and nutrition information before making a decision.

Vadilal is focusing on adding options to its products, including ones that fit the changing preferences around ingredients, nutrition and lifestyle. This season Vadilal has added five flavors to its ‘No Added Sugar’ portfolio while keeping the taste and feel of the products the same Makwana shares.

This growing preference for more informed choices is also making customers more willing to try new and trendy flavors. Makwana says that being exposed to food trends, social media and creator culture has made people more curious about new and unusual flavors.

When brands offer limited-edition products it creates excitement because customers see food as a way to express themselves and engage with others. This allows brands to innovate more and keep their products fresh and dynamic he says.

These changing customer preferences are also shaping Vadilals short-term goals, which include making customers more engaged making products accessible driving innovation that fits the changing customer making digital capabilities stronger and being more present in new retail ecosystems like quick commerce.

In the term the goal is to keep building Vadilal as a brand that is ready for the future while keeping the trust and emotional connection that has been built over decades. This includes investing in products making distribution networks stronger using technology and data more effectively and creating more meaningful experiences for customers.

The FMCG landscape is changing fast and Vadilals approach is to stay flexible focus on the customer and lead with innovation while staying true to the values that have defined the brand for, over a century.