Arvind Ramachandran: How Dairy Day Is Shaping India’s Changing Love Affair With Ice Cream

For decades, ice cream in India was largely seen as a seasonal indulgence—reserved for peak summer months and school holidays. Today, that narrative is changing, and Dairy Day Ice Creams is at the heart of this transformation. The brand is helping redefine ice cream as an everyday pleasure—one that fits seamlessly into modern Indian lifestyles, across ages, regions and occasions.

This shift is closely aligned with how Dairy Day reads and responds to the evolving Indian consumer. As Arvind Ramachandran, VP – Marketing, Dairy Day Ice Creams, explains, “Consumer behaviour in the ice cream category is becoming far more intentional, experience-led and value-driven, especially among urban millennials and Gen Z.” Reflecting this insight, Dairy Day continues to see strong traction for its impulse formats, particularly accessibly priced offerings between ₹10 and ₹50—making indulgence easy, spontaneous and democratic.

Snacking has emerged as a key driver of this change. Rather than being reserved for special occasions, ice cream is increasingly consumed in smaller, more frequent moments. Dairy Day has leaned into this behaviour by designing fordmats that suit quick breaks, post-meal cravings and everyday rewards—striking a thoughtful balance between indulgence and familiarity.

At the same time, the brand has built a distinct identity around flavour storytelling.

Ramachandran notes that consumers today actively seek newer textures and flavour experiences, while still gravitating towards tastes that feel authentic and nostalgic. This philosophy comes alive in Dairy Day’s portfolio—where familiar favourites such as filter coffee, tender coconut and classic kulfi coexist with premium offerings like hazelnut. “Today’s consumer seeks both—novelty and familiarity rooted in comfort and nostalgia,” he says.

What makes this evolution particularly compelling is its reach beyond metro markets. Dairy Day is witnessing growing experimentation among younger consumers and families in Tier II and Tier III cities. Digital discovery, social media exposure and global food trends are encouraging these consumers to try new flavours and formats—while still expecting uncompromised taste and quality, a promise the brand has consistently upheld.

Convenience has further accelerated this shift.

With quick commerce reshaping consumption habits, ice cream has moved from being a planned purchase to an anytime indulgence. Dairy Day’s strong presence across leading quick-commerce platforms mirrors this behaviour, with single-serve impulse formats driving quick cravings, while premium tubs are increasingly chosen for relaxed, indulgent moments at home.

Regional inspiration continues to be a powerful emotional anchor for the brand. Flavours such as kesar pista, paan, gulab jamun and rabri enjoy strong recall, while regional favourites like Nolen Gur, sitaphal, filter coffee and tender coconut are steadily finding wider appeal. “People gravitate toward flavours that taste like home, especially across impulse formats,” Ramachandran observes—an insight that has long guided Dairy Day’s innovation journey.

These consumer insights translate directly into product innovation. Dairy Day’s Matka Kulfi and betel leaf-shaped paan ice cream remain enduring favourites, while jaggery-based and fruit-and-nut combinations continue to delight consumers. In 2025, the brand deepened its regional connect with the launch of Paal Ice in Tamil Nadu—a locally loved format brought to life with Tamil packaging and grounded in deep, on-the-ground consumer understanding.

Looking ahead, Dairy Day’s focus is sharply defined. “There are three areas we are prioritising—tapping into snacking, delivering premium yet familiar flavours in impulse formats, and offering take-home options that provide a mix of textures and flavours in every bite,” Ramachandran shares. From Mini Bites and dual-flavoured cones to layered sundae-style tubs, the intent is clear: to make ice cream a frequent, joyful part of everyday life.

As ice cream sheds its once-seasonal identity, Dairy Day continues to shape how India indulges—blending comfort with curiosity and convenience with craftsmanship—ensuring that every scoop feels relevant, rewarding and truly always in season.