The world’s favourite premium ice cream brand, Häagen-Dasz, has opened its first café in Delhi. The brand, which has over 900 shops globally, sees this as the first step towards a more pan India presence, though it admits that currently its target is just about six million consumers. 

“We are not selling ice cream, but a lifestyle,” said Anindo Mukherji, managing director, General Mills India, which is bringing the brand to India in a franchisee agreement with RTC Restaurants. Häagen-Dasz has been retailing in Mumbai for about a year and in Delhi for a few months from select outlets. The brand is looking at opening more cafes, but also wants to test the waters through its first flagship café.“Our ambition is to be in all major metros,” said Mukherji.“The café is the beach head of our strategy for expansion.”

Mukherji also said the entry of Häagen-Dasz meant the emergence of a new category of ice creams in terms of price. A 100 ml scoop costs Rs 165, significantly more than of the nearest competitors.“Our competition is the top end hotels,” said Mukherji.