Frosty Boy melts the icy Indian export market

Frosty Boy melts the icy Indian export market

Gold Coast dessert icon Frosty Boy has launched in India following a four-year campaign to get its product in the country which, according to the company, is a notoriously hard market to crack.

The company announced it has established manufacturing channels in India to sidestep the country's onerous import duties of up to 50 per cent.

Through its localised manufacturing strategy, Frosty Boy has landed a deal with one of India's largest coffee chains Café Coffee Day and is hoeing further into the country's food industry which is valued at an estimated US$50 billion.

Café Coffee Day will now serve its milkshakes using Frosty Boy's formulated milkshake blend.

Managing director Dirk Pretorius says the decision to manufacture in India has paid off for the company.

"Since Frosty Boy began exporting in 2001, there's never been a country more difficult to crack than India," he says.

"The main challenges have been import duties, which can be up to 50 per cent, a very different business culture to us, plus they are understandably very protective of their own industry."

Pretorius says the manufacturing deal was the result of intensive knowledge building to make sure the market would support the venture.

"This included our leadership team spending quality time in India to build knowledge of the local QSR industry and how our products could best be implemented, and we have full-time personnel on the ground to support this ongoing," he says.

Pretorius and the Frost Boy management team are looking forward to continuing innovation in new markets.

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