In India’s dessert market, dominated by mass-produced ice cream brands that prioritize scale and volume, Indulge Creamery is carving out a niche with a slower, ingredient-led approach. Founded by hospitality professional Pawan Saluja, the brand emphasizes ice cream as a crafted experience rather than just a quick treat.
Saluja comes from a family with deep roots in hospitality and combines this background with formal training at the Emirates Academy of Hospitality Management and the International Centre for Culinary Arts, Dubai. His vision for Indulge is clear. “Starting Indulge was about more than dessert,” he explains. “It was about creating something thoughtfully made, ice cream that’s luxurious, balanced, and genuinely satisfying.”
The brand’s operational focus is built around what it calls “intentional indulgence.” Each batch is slow-churned with 16 percent butterfat, producing a denser texture, controlled melt, and balanced flavor. Ingredient sourcing plays a central role, with Belgian couverture chocolate, Sicilian pistachios, and Madagascar vanilla forming the backbone of its recipes.
Indulge is not competing on speed or mass appeal. Instead, it targets consumers who seek quality over quantity and prefer mindful consumption over over-sweetened or air-pumped ice cream. Its menu reflects this positioning, offering indulgent flavors like Classic Belgian Chocolate, Cookies Cheesecake, and Cream Biscotti, alongside health-conscious variants such as Vegan Dark Chocolate (sugar-free) and Vegan Mango Sorbet (sugar-free).
Expansion into new formats is also underway. On August 1, Indulge will launch ice cream sticks in Espresso, Vanilla, and Dark Chocolate, offering convenience without diluting its premium ethos. Saluja notes that innovation at Indulge is not seasonal or trend-driven but rooted in creating sensorial experiences, with techniques like low-air churning and precise temperature control forming part of its product design.
Looking ahead, the ambition is to establish Indulge Creamery as a legacy brand from India with global appeal. Saluja further explained, “We’re not here to mass-produce. We’re here to elevate. Ice cream is just the medium. Our real goal is to craft moments that matter.”
By focusing on flavor integrity, consumer experience, and health-conscious alternatives, Indulge Creamery is positioning itself as more than a dessert brand. It reflects a deliberate business strategy to redefine ice cream consumption in India’s evolving premium hospitality and retail landscape.
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