Delhi-based popsicle & gelato brand, Scuzo Ice ‘O’ Magic is gearing up for international expansion and is currently in talks with Canada, Australia, and the Middle East, aiming to introduce Indian flavors and expertise to global markets.
“We plan to rapidly expand by setting up multiple stores in each country, establishing a strong market presence. To ensure sustainability, we are considering establishing five to six locations within each country. We expect to finalise these discussions and enter these markets within the next couple of months,” said Gagan Anand, Founder and Director, of Scuzo Ice ‘O’ Magic in an exclusive conversation with BW Retail World.
“We aim to promote the concept of ‘Make in India’ by showcasing Indian flavors and expertise abroad. Our goal is to tap into the global market and offer a unique culinary experience that reflects the rich cultural heritage of India,” he added.
Additionally, the company continues to focus on expanding its presence in the Indian market by implementing the Master franchise model. Scuzo Ice ‘O’ Magic has already secured master franchises for territories including Punjab, Himachal Pradesh, Andhra Pradesh, Telangana, and Gujarat.
By establishing stores, the popsicle & gelato brand intends to create a solid foothold and develop a strong customer base. The company can strategically plan to set up its production uni in each region and according to its founder, this approach ensures efficient and timely supply chain management, allowing the brand to meet the growing demand for its products in the region.
While talking about the off-peak season, typically during winters, when ice cream consumption typically decreases, Anand reveals his plans to go beyond ice cream products and introduce winter-suitable offerings. According to Anand, by offering a wider range of options, the brand intends to entice customers even during the colder months, thus mitigating any potential impact on its business.
“Our response has been to expand our menu beyond ice cream, incorporating a delightful selection of hot beverages such as coffee and tea, as well as introducing savory products,” he stated.
“This diverse menu not only helps us maintain a steady flow of customers throughout the year but also enhances the overall dining experience, catering to a broader spectrum of tastes and preferences,” the founder explained.
When asked about the existing competition in the ice cream market, Anand says, “We view ourselves as distinct and not in direct competition with the existing big ice cream brands. Moreover, our target audience differs significantly, we are dedicated to serving health-conscious and discerning customers who prioritize a healthier product.”
The company’s primary objective revolves around establishing a robust reputation and brand presence within this specialised market segment, he added.
Furthermore, to widen its portfolio with more healthy products, the company is actively developing protein-based products and smoothies to meet the demands of health-conscious consumers. According to the company, this strategic move allows it to adapt to evolving consumer preferences while expanding its product range.
To secure its expansion plans, the company is actively seeking investment opportunities and engaging with venture capitalist firms. It is also exploring government schemes for MSMEs to secure funds.
