From a small outlet in Ahmedabad over 80 years back, Vadilal Industries Ltd has today emerged as India’s second largest ice cream player. The company is also one of the largest processed food players in India with significant exports of frozen vegetables and ready to eat snacks, curries and breads. Vadilal’s aim is to become an Indian MNC in Icecreams and frozen foods and to provide products and services at an affordable price without compromising on quality. Vadilal Industries has been doing well because of its strong brand identity, good product quality, timely supply and extensive reach. A major success factor has been its ability to cater to different market segments through multiple product ranges. Vadilal has the largest range of ice creams in the country with 150 plus flavours and they are sold in a variety of more than 250 packs and forms. The range includes cones, candies, bars, ice-­‐lollies, small cups, big cups, family packs, and economy packs. It offers something for all tastes, preferences and pockets. Vadilal Industries has two ice cream production facilities – one at Pundhra in Gandhinagar district, Gujarat and the other one at Bareilly in Uttar Pradesh. It has a very strong distribution network of 50,000 retailers, 250 SKUs (stock keeping units), 550 distributors, 32 CNF and 250 vehicles for delivery of goods. Through the franchisee route, Vadilal has set up over 140 ‘Happinezz’ parlors for selling ice creams and new ones are coming up every month. Vadilal entered the processed foods industry to optimise utilisation of its extensive cold chain network in the 1990s. It currently caters to the domestic and export markets with products such as frozen vegetables and ready to eat snacks, curries and breads. This business is poised for strong growth in the coming years owing to greater urbanisation within India and increasing demand for Indian food amongst developed regions like the USA and western Europe. The company’s national ice cream market share would have been even higher but for the fact that it does not operate in major consuming regions like Maharashtra and the four southern states as these are covered by another faction of the Vadilal family.