Mini Melts Ties Up With Honeybee Amusements For Its India Foray

BANGALORE (TIP): US-headquartered Mini Melts the $200 million INC 500 company has tied up with Bangalore-based HoneyBee Amusements for a foray in to India’s Rs 2,500 crore organized ice-cream market. The domestic ice-cream sales, growing at 18-20%, has seen the entry of super premium international players such as Haagen-Dazs in the recent past.The local partner of Mini Melts would invest $16 million to develop the business in three years.

The 20-year-old ice-cream manufacturer, which operates in over 20 countries across the world, differentiates itself from other international premium players by manufacturing ice-creams using liquid nitrogen, an ingredient used by chefs in molecular gastronomy. Liquid nitrogen is inert and tasteless.

Mini Melts would set up kiosks in high footfall locations and kids cafes to gain a toehold in the local market, said Shoeab Salim, MD, HoneyBee Amusements. HoneyBee Amusements, owners of Q Cinemas and developers of the Delhi Eye are the sole franchisee for Mini Melts in India as well as neighbouring countries such as Sri Lanka, Nepal, and Bangladesh.

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