It is widely believed that ice cream is a summer food, but in countries such as India, where maximum temperatures in winter remain above 20 degrees centigrade, do sweet-toothed consumers eat ice cream all year round?

Apparently not, says the All-India Ice-cream Manufacturers’ Association, which has launched a campaign to erase a 35% dip in sales during India’s balmy winter months.

The ice cream manager (operations) of ice cream parlour company Nirulas, Sanjeev Thakur, said: “Most of us have this notion that eating ice cream in winters will make us sick. But there is no such thing.” His company has opened a string of New Delhi parlours, but to help customers break through the mental barrier to eating winter ice cream, they are in established coffee houses, where hot drinks are sold.