The Indian operation of luxury ice cream business Baskin Robbins is planning to retail pre-packed cups of ice cream in shopping malls, supermarkets and hypermarkets across India.

The company, a subsidiary of UK spirits and food group Allied Domecq, currently sells its ice cream through dedicated parlours, but wants to target a wider audience.

100-ml cups will retail at Rs30 (US$0.62) through branded counters that will be set up in the aforementioned sales outlets. The company is initially planning to set up 50 such counters, reports the Financial Express. The company will run some of them, with franchisees taking over others.

To begin with just four flavours will be available, namely chocolate, nut crunch, strawberry and milk choco chips. The flavour range will be extended if the new counters meet with a positive response.