Seeing a huge void for an authentic frozen yogurt player in the country, Red Mango entered the Indian market in 2012, to redefine health with a brand new experience.
The brand did an extensive research on the Indian market before launching, and based on their study and survey, they considered Delhi to be a viable option to start with for their first store. As in 2012, very few Indian brands had the knowledge on the product and none of local Indian brands had unfortunately mastered the art of real and authentic froyo. As people did not understand the real taste of froyo, it was a challenge for the brand to create a premium health brand.
“We have brought in the international experience of enjoying frozen yogurt in India and customers love us for that. There are a plethora of Indian mom and pop froyo players, but to master the art of authentic frozen yogurt and giving the real taste is where we come in keeping in mind the health aspect of the brand, international standards and Indian consumers’ taste preferences in consideration,” shares Rahul Kumar, CEO, Red Mango India.
Frozen health options
Red Mango, which is the #1 Zagat rated frozen yogurt and smoothie brand, believes in introducing healthy eating to the foodies of the town and bringing offerings of All-natural Frozen Yogurt which is their core product, fresh fruit smoothies, yogurt parfaits and Pro-biotic Iced Teas, Healthy Snack, Gourmet Sandwiches and Gourmet Waffles which are there in most of our cafes and have also come up with a live healthy salads and pastas at affordable prices along with their core product and are all set to introduce a brand new health food menu this summers.
The brand claims of providing a health option in the food and beverage section to the youth who are their driving force. Meanwhile, the non fat authentic frozen yogurt is a hit among women and kids where the former love them for being low on fat and calories and the kids for the variety of toppings and the joy of making their own Froyo.
“We are not an ice-cream or frozen yogurt kiosk like others, we want our consumers to feel and experience in our cafes what they would in any Red Mango across the world and that makes us a mark above all and a success in India,” added Kumar.
How the business started
The idea was to have a premium health brand serving health with an experience. Red Mango started its operations as a first-of-its-kind in India on the same lines of flagship stores in USA. The DIY (Do it yourself) concept was new to the Indian market and had been well received with our flagship outlet which was opened in Ambience Mall, Vasant Kunj in 2012 with a bang.
“We entered and tried to change the perception of healthy being boring and lacking in taste. We provide great taste without worrying about your waistline and tried to position it as fun with a “cool quotient” and a lifestyle option. We cater to women and children and now we see a radical change in men coming and having a yogurt parfait as a meal,” says Tanvi Bhatia, Brand Head, Red Mango.
Location played a vital role in the success of Red Mango as today it is located in the most premium areas and in the malls in Delhi and Chandigarh with their cafe style outlets.