ISSN: 1007-1172

Impact Factor: 6.2


Journal of Shanghai Jiaotong University

International Peer Reviewed | Open Access | A Monthly Publishing Journal

"A Study on Market Penetration Strategies of Dinshaw’s Ice Cream: Case Study Approach"


Pritam Chattopadhyay (Assistant Professor), Dr. Nitu Saxena (Associate Professor) & Dr. Pallavi Amol Deshpande (Assistant Professor)
Amity Global Business School Pune.


Dinshaw’s is mainly focus on its innovation, presentation and improvement in the product quality. These brands mostly focus on the children as ice cream is mostly liked by them. The major markets of its dairy products are Central India and North India to some extent. The main market of Dinshaw’s are Maharashtra, Goa, Gujrat, and Andhra Pradesh, UP, Rajasthan, MP, Chhattisgarh, Orissa and Jharkhand. The brand focuses on keeping employees happy; thus, they can help getting happy customers. The mission statement of Dinshaw’s company – The ultimate aim is to find individual and collective happiness. The brand established a huge dairy plant in the year 2012. Dinshaw’s today considered to be one of the most trusted and leading ice cream brands. By the end of if fiscal year 2018, the firm’s sales stood at 579 crore INR and losses at 2 crore INR as reported by Crisil. The scale of operations with revenue of 480-580 crore INR in the year 2018. The most important issues for Dinshaw’s company is that how they can penetrate the market as there are already very strong competitors like Amul, Kwality Walls, Mother Dairy etc. Due to globalization and liberalization even, the foreign players were entering into the market such as Baskin & Robinns. The customers are having varied option in India and customers are price sensitive in India. As the market is open for all so there is a tough competition between the local and international players.