Mumbai-based D2C premium ice cream brand Papacream has scaled to 100 dark stores in five months through its Cure Foods partnership, with plans to double to 200 by year-end. The 2015-founded brand is targeting Rs 25 Cr ARR near-term and Rs 50 Cr in three years, while pricing single-serves at Rs 120-175 to undercut Baskin-Robbins and NIC. Quick commerce entry and Singapore/UAE exports are next.

YourStory · Capital · 5/20/2026, 1:38:25 AM

Ice cream majors are splitting summer ad spends between TV nostalgia plays and digital influencer content, while layering quick-commerce tie-ups with Blinkit, Zepto and Swiggy Instamart. Regional vernacular creatives and freezer visibility are emerging as decisive levers as the category chases double-digit growth.

ET BrandEquity · 5/14/2026, 1:08:36 AM