Taranjit Singh Pioneering Quality Ice Cream amidst the Mass Players

In the world of frozen desserts, there’s a significant distinction between ice cream and its counterparts, and Taranjit Singh, the Director and third-generation entrepreneur of Giani Ice Cream, is determined to educate consumers about this difference. With over six decades of legacy, Giani Ice Cream has become a household name known for its commitment to quality.

A Sweet Journey Begins in Fatehpuri:

The story of Giani Ice Cream began in 1956 when Giani Gurcharan Singh migrated from Pakistan to India and established his ice cream venture amidst the bustling lanes of Fatehpuri, Chandni Chowk in Delhi. Armed with little more than a dream and a passion for creating delicious desserts, he started by crafting rabri faluda to satisfy sweet cravings.

In those early days, Giani’s humble shop drew patrons seeking his signature rabri faluda and flavourful shakes. It was an era when even luminaries like Raj Kapoor and Mohammad Rafi would visit, all drawn by the allure of Giani’s delectable treats.

Generational Transformation and Expansion:

The entrepreneurial spirit ran deep in the family, and in the mid-1960s, Gurbachan Singh, Giani Gurcharan’s eldest son, joined the business. This marked a significant turning point as they invested in their first ice cream batch freezer, enabling them to meet growing demand.

For nearly three decades, Giani-di-Hatti operated from its original shop, primarily serving the wholesale market. However, Taranjit, the third-generation entrepreneur, recognized the potential for expansion by catering to a premium customer base at affordable prices.

In the 1990s, he opened an ice cream parlour in Rajouri Garden, ushering in a new era for Giani Ice Cream. This shift allowed families to explore an array of flavours, a departure from the business’s traditional focus on low-cost, high-volume offerings.

Innovations Propel Growth:

Taranjit’s fresh perspective injected new life into Giani. They imported machines from the US and Italy, hired additional staff, and began experimenting with exciting ice cream flavours. During this period, their main competitor was Nirula’s, a well-established brand in Delhi’s ice cream market.

The decision to open a shop in a residential area paid off, attracting families looking for novel ice cream experiences. With rising demand came a surge in flavour innovations, fuelling Giani’s growth. By the mid-2000s, Giani had ventured beyond Delhi/NCR, expanding its presence across states like Haryana, Punjab, Uttar Pradesh, Odisha, and Maharashtra.

A Tale of Two Businesses:

In the mid-2000s, a business decision led to the division of Giani’s legacy. Taranjit and his father retained the original business under the Giani Ice Cream name, while his uncle embarked on a separate venture called Giani’s Ice Cream.

The COVID-19 pandemic posed significant challenges for businesses worldwide, and Giani Ice Cream was no exception. However, this period of adversity also offered valuable opportunities for reflection and innovation.

While the pandemic disrupted traditional business operations, it allowed Giani to reimagine packaging and expand its menu. Sealed glass jar packaging and an expanded menu featuring ice cream cakes, gelato ice creams, shakes, stoned ice creams, and waffle ice creams breathed new life into the brand.

Moreover, Giani embraced online orders and witnessed remarkable growth in its delivery services. Even after the lockdowns were lifted, online orders continued to surpass in-store footfall. This shift prompted Giani to digitize payment options and introduce a contactless menu for customer safety.

Challenges and Future Expansion:

Despite its success, Giani Ice Cream faces the challenge of rising raw material costs, particularly milk. These cost increases may impact the affordability of their products in the future.

However, the future remains promising for Giani as it eyes the burgeoning ice cream market in India, projected to grow at a CAGR of 17.3 percent during 2021-2026 according to an IMARC Group study. The company plans to expand its franchise network to states like Karnataka, entering the mass market segment by offering a selection of SKUs in supermarkets.

Taranjit Singh’s vision for Giani Ice Cream goes beyond serving quality desserts; it’s about ensuring that consumers understand the difference between ice cream and frozen desserts while savouring the delightful flavours that have been a part of the Giani legacy for generations.