Chokkapan S (cbedit@imaws.org)
In the culturally rich business hub of Kumbakonam — where culinary traditions are deeply rooted and customer loyalty is hard-earned — local brand Champion Ice Creams has carved out a distinctive niche over nearly two decades. It makes for an interesting study that what actually kickstarted as a two-member operation has steadily evolved into a multi-outlet brand, balancing local sensibilities with product innovation. Now, the brand is looking to expand its presence across the delta districts of Tamil Nadu.
At the heart of this journey is N Raja, founder of Champion Ice Creams, whose entrepreneurial instincts and persistence have shaped the brand’s trajectory through phases of growth, innovation and resilience.
A Modest Beginning with Flavourful Intent
“I founded Champion Ice Creams nearly 19 years ago — on April 14, 2007 — at Nageswaran East Street in a 250 sq. ft. space, with only two staff members,” reminisces Raja, as he eases into a tête-à-tête with Kitchen Herald. The early offering was decidedly simple. Equipped with a single scooping machine and a limited range of traditional flavours, such as vanilla and butterscotch, the focus was on consistency and accessibility rather than variety.
“We didn’t have the luxury of scale or multiple machines, yet we ensured whatever we served met a high standard. This approach helped us build initial trust,” adds the foodpreneur.
Early Traction and Growing Demand
Within the first year itself, Champion Ice Creams began witnessing encouraging traction — both from walk-in customers as well as in terms of bulk orders for family functions, parties and small gatherings. “Event and party orders for family and local functions started streaming in regularly. Soon, we gained immense confidence that there was a larger opportunity beyond retail,” observes Raja.
The growing demand, however, came along with a caveat: it quickly exposed Champion’s operational limitations, specifically the overdependence on a single scooping machine.
Scaling Up: Investing in Infrastructure
A turning point came during a visit by the ice cream manufacturer’s team to an industry exhibition at the Chennai Trade Centre. It was there Raja & co. identified a comprehensive ice cream production set-up hard to find in the southern parts of India, from an Ahmedabad-based engineering firm. “It included a pasteuriser, homogeniser, cooling and ageing VAT, and a batch freezer. It was precisely the kind of integrated system we were looking for to scale up,” he explains.
Financing this upgrade, however, proved to be a challenge. “We approached multiple banks, but securing a loan wasn’t easy in the beginning. There was hesitation in funding a small, local food business,” laments Raja.
Champion Ice Creams eventually secured an SME loan of Rs 30 lakh, enabling expansion into a 500 sq. ft. commercial space by 2009, along with workforce addition. Simultaneously, a 1,500 sq. ft. family-owned property was repurposed for production operations. “That phase helped us formalise our processes, even as it helped improve both capacity and consistency,” affirms Raja.
Setbacks and Strategic Diversification
Despite early growth, the business encountered a challenging phase around 2010, with pressure on revenues and profitability. “We had to rethink and reinvent our approach. That’s when we introduced pizzas into our product mix to stabilise revenues,” says Raja.
This move marked the beginning of Champion Ice Creams’ diversification strategy — one that continues to define its business model today. By 2013, the brand expanded its portfolio with fresh fruit-based ice creams, introducing fruity-fresh flavours such as sapota, mango, watermelon, jackfruit and jamun. “Our fruit flavours are about 80% natural, with a small proportion of added colour and flavouring. They were well received initially,” Raja explains.
However, evolving customer preferences soon demanded further innovation from his brand. “While customers appreciated natural flavours, there was also a need for novelty. People tend to look for something new after a point, regardless of how healthy and nutritious a product is,” he points out.
Innovation through Learning
A significant boost to product innovation came around 2015, when Raja attended a 15-day specialised training programme on ice cream innovation conducted by a dairy institute in Ahmedabad, Gujarat.
“That exposure was transformative. I learnt techniques to make and package ice creams in natural fruit shells — like orange peels, pineapple, muskmelon and even guava skin,” he beams. This, in turn, led to the introduction of a range of unconventional offerings, including flavours such as black rice, passion fruit, payasam and, lo and behold, a spicy biryani variant — an example of pushing boundaries in a traditionally conservative category.
In addition to the above flavours, kulfi sticks in regional favourites like jigarthanda and rose petals were introduced, further strengthening the brand’s local connect. “These products helped us stand out. They created curiosity and brought customers back to try something different,” informs Raja.
Expanding Reach via Multi-channel Presence
Today, Champion Ice Creams operates three outlets in Kumbakonam, supported by a hybrid model that includes retail, catering and mobile vending. “Our street-vending kulfi kiosks have been particularly effective in reaching customers in different parts of the town,” says Raja.
The brand has also built a strong presence in the events segment, having catered to 3,489 wedding functions so far. “Weddings and large gatherings continue to be a major business driver for us. It’s a segment where consistency and timely delivery are critical,” avers Raja.
Future Plans: Expansion and Franchising
Looking ahead, Champion Ice Creams is preparing for a phase of regional expansion, with plans to enter multiple towns in the region, including Ariyalur, Karaikkal, Mannargudi, Mayiladuthurai, Nagapattinam, Pattukkottai, Thanjavur, Thiruthuraipoondi and Thiruvarur. “These outlets will typically be designed within a 750 sq. ft. format, combining kitchen, display, sales counter and seating areas,” divulges Raja.
The expansion strategy includes both company-owned and franchise-operated outlets. “We are open to franchise partnerships and invite interested stakeholders to come forward,” says the founder.
To ensure operational efficiency, the brand plans to centralise production and distribute ice creams in bulk four-litre packs to its outlets — mirroring its existing catering and restaurants’ supply model.
Marking 20 Years with Customer-centricity
As it approaches its 20th anniversary, Champion Ice Creams is commemorating the milestone with a special offer — ice creams priced between Rs 70 and Rs 90 will be available at just Rs 20 from April 14 to 16 this year. “This initiative is a way of thanking our customers who have supported us throughout this journey,” declares Raja.
The journey of his brand underscores the dynamics of building a sustainable food business in a Tier-II market — where growth is often gradual, and success hinges on adaptability, operational prudence and deep community engagement.
From a single scooping machine to a diversified product portfolio and an expanding footprint, the brand’s evolution reflects a careful balance between tradition and innovation. As it steps into its third decade, Champion Ice Creams appears well-positioned to scale further, while staying rooted in the values that defined its beginnings.
