Beyond the Diaspora: R G Chandramogan on how Arun Icecreams plans to crack the US market

Arun Icecreams has marked a significant step in its international expansion with its debut at the New York India Day Parade, bringing its Indian flavours and brand experience to one of the largest celebrations of Indian culture in the US. With more than 15,000 ice creams distributed during the activation, the brand used the platform to engage with both the Indian diaspora and a wider multicultural audience.

The activation comes as Arun looks to build a stronger presence in the US, with the market emerging as an important part of its international growth strategy. From Malai Kulfi and Kacha Mango to its Ice Cream Donut, the brand is combining familiar Indian flavours with new formats as it looks to create relevance among diverse consumer groups.

In conversation with Adgully, R G Chandramogan, Chairman, Hatsun Agro Product Ltd, speaks about Arun Icecreams’ US ambitions, the role of cultural platforms in building consumer connect, and how the brand plans to establish itself beyond the Indian diaspora.

Arun Icecreams made its debut at the New York India Day Parade this year. What does this milestone mean for the brand’s larger international growth journey, particularly in the US market?

Our participation in the New York India Day Parade marks an important milestone in Arun Icecreams' international journey. For over five decades, Arun has been an integral part of celebrations and cherished memories in India. Taking the brand to one of the world's largest celebrations of Indian culture is a natural progression as we expand our global footprint.

The United States is the world's largest consumer market, making it a strategically important destination for global brands. It also has a growing appreciation for authentic international food experiences. This activation is not just about visibility—it reflects our long-term commitment to introducing Arun Icecreams to consumers in the US and building meaningful relationships with them.

What was the strategic thinking behind choosing the New York India Day Parade as a platform for Arun Icecreams’ first major consumer-facing activation in the US?

The New York India Day Parade offered us a unique platform to engage with a large and diverse audience in an environment that celebrates Indian culture, heritage, and community. As Arun enters the US market, we wanted our first large-scale consumer interaction to be authentic and emotionally relevant.

The parade provided an opportunity to create memorable experiences while introducing the brand to both the Indian diaspora and the wider multicultural audience present at the event.

With over 15,000 ice creams distributed across the parade, what did the consumer response tell you about the appetite for an Indian-origin ice cream brand among US audiences?

The response exceeded our expectations. Consumers were genuinely excited to discover flavours that were both nostalgic and distinctive. We witnessed enthusiastic participation, strong engagement, and positive conversations around the brand.

One of the highlights of the activation was the overwhelming response to our unique Ice Cream Donut, a first-of-its-kind offering introduced by Arun Icecreams. It generated considerable curiosity and excitement among consumers, further reinforcing our commitment to innovation while delivering delightful ice cream experiences.

More importantly, the activation strengthened our belief that consumers today are increasingly open to authentic global food experiences. There is significant potential for Indian-origin brands that combine quality, innovation, and cultural authenticity.

Was the activation primarily aimed at connecting with the Indian diaspora, or is Arun looking at the US as a broader mainstream consumer market? How are you balancing the two audiences?

The Indian diaspora naturally serves as an important starting point because they already have an emotional connection with Indian flavours and traditions. However, our vision extends well beyond the diaspora.

Today’s consumers actively seek unique culinary experiences, and we believe Arun has a compelling proposition for the broader American market. Our approach is to remain authentic to our roots while presenting our products in a way that resonates with diverse consumer preferences.

Arun brought flavours such as Malai Kulfi and Kacha Mango alongside more familiar formats to the parade. How are you thinking about the role of Indian flavours in making the brand distinctive in an international market?

Indian flavours are one of Arun's greatest strengths. They represent our heritage and differentiate us in an increasingly competitive global marketplace.

Flavours such as Malai Kulfi and Kacha Mango evoke nostalgia for many while also offering new taste experiences for consumers unfamiliar with Indian desserts. We believe authenticity is a competitive advantage, and our strategy is to celebrate these unique flavours while ensuring they meet international quality and consumer expectations.

Beyond visibility at cultural events, what marketing and consumer engagement strategies is Arun exploring to build sustained awareness and trial in the US?

Building a brand requires consistent consumer engagement beyond a single event. We are exploring multiple avenues, including retail partnerships, in-store sampling, digital and social media engagement, influencer collaborations, community activations, and participation in relevant cultural and food events.

Our objective is to create opportunities for consumers to experience the product firsthand because we believe the quality and taste of Arun Icecreams speak for themselves.

As Arun expands internationally, how are consumer insights from markets such as the US influencing the brand’s product, communication and marketing approach back in India?

Every international market offers valuable learning opportunities. Consumer expectations around convenience, packaging, communication, and product innovation provide insights that can strengthen our overall brand strategy.

While Arun's identity remains firmly rooted in India, these learnings encourage us to continuously evolve and innovate. The exchange of insights across markets ultimately helps us deliver better products and experiences to consumers everywhere.

Looking ahead over the next three to five years, what role do you see international markets playing in Arun Icecreams’ growth, and what would success in the US market look like for the brand?

International markets will become an increasingly important pillar of Arun Icecreams’ long-term growth strategy. Our ambition is not simply to export products but to build a globally respected Indian brand that consumers trust and enjoy.

Success in the US will be measured by sustained consumer acceptance, expanded retail presence, increasing household penetration, and the ability to establish Arun as a recognised premium ice cream brand. We remain committed to growing responsibly while staying true to the quality, authenticity, and values that have defined Arun Icecreams for generations.