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Location, nostalgia and service

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Natural Ice cream, the Mumbai-based manufacturer and retailer of ice-creams made out of fresh fruit pulp and dry fruits, began its operation as a 300 sq ft ice-cream parlour at Juhu, Mumbai in 1984. The company currently has 120 outlets across the West and South of India. Indiaretailing asked the company to select its best performing store and why they considr it the best.
Natural Ice Cream Best Performing Outlet
Location: Juhu Scheme, Mumbai
Customer profile: Residential, college students and tourists
Start of Operation: February 14, 1984
Total Area: 1,500 Sq.ft
Rentals / Month: Rs 6 lakh
Average Monthly Sales: Rs 50 lakh
Average Bill Size: Rs 135-175
Average Footfalls per Month: 1,000
Sales Growth YoY: 20%
Elaborating on the outlet’s USPs, Srinivas Kamath, Director of Natural Ice cream says, “It’s the first outlet of Natural Ice Cream and its been operating since 1984. The nostalgic value associated with this store plays an important role in making it our best performing outlet.”
“Other than this, the store itself has become a landmark in Juhu scheme attracting customers from all walks of life — autowalas to Bollywood stars and industrialists. Plus it is the only Natural Ice Cream parlour to have restaurant-like table service, including waiter service and more seating space. Also, the locations is key; it is situated on the main road, has a corner location with wide frontage and lots of parking nearby,” he explains .

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