Ice cream producer Kwality Wall's, the 100% owned subsidiary of HLL, has revealed that it is set to embark on aggressive plan to capture market share, with the launch of branded ice-cream parlours. Kwality Wall's revealed that a few parlours have already been opened as part of a pilot drive.

The ice cream market in India is worth Rs 1,000 crore a year, and Kwality Wall's plans for expansion complement the intentions of its parent to dominate the Rs 30,000 impulse purchase market, which includes chocolates and biscuits.

A HLL spokesman revealed: "We do not want to restrict our base to just the ice cream market because that would stump our growth. Instead we are aiming to tap the entire impulse purchase market, which implies that our total market would increase substantially."

Ice cream is an important focus however, and some sources have hinted that the pressure is on for the company to improve its cold chain network and increase brand awareness in the light of some recent developments in the market. The entry of giant brands such as Movenpick, Blue Bunny into India already seems to have prompted Kwality Wall's to adopt its international logo.

The group is also poised to expand its product portfolio with the launch a number of new flavours designed to appeal particularly to the Indian palate. As well as launching well-known brands from its international portfolio, which includes Magnum, new ethnic flavours will become available, including the jal jeera Feast ice cream.