Hangyo Ice creams launches ‘Tuppa’ The Cow Ghee

Ghee which is locally called Tuppa is India’s superfood. There’s hardly a diet that doesn’t include this from Keto to Kareena Kapoor Khan endorsing the benefits of ghee. Hangyo is a household name when it comes to not just ice cream but also milk and milk products, the recent addition to the product line expansion of the brand is “Tuppa” the ghee!
‘Tuppa’ has an interesting story to the way it is made. It is cooked from milk fat from the cow that has grazed grass after which the milk fat is skimmed and butter is churned that is added in huge hot furnaces and cooked over the traditional firewood. There’s chant or bhajan in the background as the golden liquid is being cooked. The devotional music is believed to have a soothing effect on the makers and as well as the consumers. The smoke from the firewood gives it a distinct flavour.
‘Tuppa’ also has a stunning packaging with minimalistic yet traditional look. Combining the traditional design of ‘Mandala art’ on the cow and the usage of the number seven motifs was prioritized to add to the aesthetics of the product. A golden/ mustard colour pack that speaks of grandeur, sparkle and glitz also represents the product it contains that is aromatic ‘’Tuppa”.
Every care is taken from making the product to its packing to give an unmatched quality of pure shudh desi ghee or ‘Tuppa’. Now it’s time to add some ghee over the freshly made holies or devour by frying some jalebis as ‘Tuppa’ is up for grabs from the house of Hangyo.

1. During this lockdown period when ice cream showed a diminishing sales, what inspired Hangyo Ice cream to introduce 7 flavours in the products?
   Actually the 7 varieties that were introduced, we were working on them since last one year to bring the super-premium brand which can compete with international brands like Haagen Diaz, London Dairy. This efforts of Hangyo along with vegan ice cream was in pipeline for last one year. In the end of January 2020 we decided the date for launch in Mumbai and settled for 15th March 2020 as an inaugural date. Along with the actress Rashmi Desai and Priya Bapat, our distributors with family from the seven states were present during the launch. The launch was successfully organized in the hotel.
   The decision to launch YO was not a recent one. We have been working on diversifying into a super premium segment for almost a year. Unfortunately, the COVID spread was declared a pandemic by WHO after the launch event. We carried out the event before lockdown restrictions were imposed. However, it was a matter of concern as we had worked very hard on these products and the lockdown meant we wouldn’t be able to reach our customers. Once the lockdown restrictions were eased, we then started promoting and selling these products on the community sales model and we have had a fantastic response for the same. Currently we have new customers who have associated with our brand for the first time because of this segment.
   We did not make any publicity as people were not eating ice cream because it was rumoured that eating ice cream will give sore throat and running nose that will help spread corona. Thus, ice cream saw a setback during this season. IICMA tried to get all the clarification from WHO, FSSAI, UNICEF and this have been published in defence of the ice cream in social and print media.
2. To increase the sales of ice cream, what new approach have you introduce so that this scenario takes a whole new turn?
   Always when problem comes, people will emerge with ideas. Just like Hiroshima bombing and earthquakes, Japan has emerged as a developed country in the world. So whenever there are problems, people will work which started from mind for solutions. Everybody will start thinking and reinventing themselves. So what we found in Hangyo, people were in need for ice cream all over. We started from our hometown Mangalore. Me and Mr. Mukund Kamath, Promoter of Ideal Ice cream met Police Commissioner Dr. Harsha on 17th April. Dr. Harsha said, “Mr. Pai ice cream is a very essential thing, I will support in Mangalore”
   They further added that they will give their full support to my business and there is nothing to worry and start delivering ice cream to every house and instead of discounting the price, give them a mask or a sanitizer. We really accepted it and in mid-April, we launched the ice cream along with sanitizer of 85ml of national brand supplying to Himalayas. We started with least minimum order of Rs.500 worth ice cream with sanitizer worth Rs. 42/- with it.
   We started a call centre in Mangalore and with the helpline delivered ice cream to the residential areas of Mangalore.This sales caught like a wild fire and went very smoothly. The department helped us in delivering the orders and did not stop any of our boys because it was very clear that delivery boys carried hand sanitizer along with the ice cream order. So even they said that let people get the sanitizers, let the people get masks. They also remarked that this a good social thing that we are doing. Here in Karnataka, we got a great support and help from the authorities and chief minister was kind enough to declare ice cream as an essential commodity.
   This way Karnataka was the first state to declare ice cream as the essential commodity. We told the ministers that we will collaspe if the ice cream industry suffers. Due to covid, this ice cream season is gone and if the ice cream industry is made to suffer like this then we will be finished, employees will be trouble, I cannot give them salary. It is a common tendency with a company working where the employees come first and then the employer. Slowly we started in Bangalore, then we started in Pune and now in Mumbai.
   As we have started with the community sales in m, our distributor and two employees with masks and hand gloves go every apartment with the prior appointments, talking to the secretaries, covering two apartments every day and waiting upon the occupants for two hours for them to come down and form a queue and buyall high variety of Hangyo ice cream.
   This unique way of selling has given a big ‘U’ turn to it. With Hangyo, people are buying high quality ice cream and not just Rs.5 or Rs.10 or Rs.15 ice cream, so the realization of the company has gone up. In Mumbai, our team no matter what time of the day or night it was co-ordinated with the building secretaries, residence with a very elite society including Hiranandani in Powai, all tried Hangyo ice cream for the first time. They gave Hangyo a fantastic response.
   There has been a vacuum in Mumbai said a friend of mine. He advised me to step in and fill the vacuum by marketing and delivering ice cream in Mumbai, and with that intuition we tried our first break and found the foot-hold and every day since last 65-70 days our vehicles are visiting many societies.
   To every resident of Mumbai, we offer 10% lower price than the MRP. It is sort of mental satisfaction that a consumer gets by having our ice cream, money is secondary part. Since then we have done a great business from every society that our team visits.
   Everybody has like the product. All our cold rooms in Mumbai reached to zero inventory from 15th April till June date. All our contacts are shocked to see the amazing result what Mumbai has given to Hangyo Ice cream. People have started noticing Hangyo Ice cream vehicles all over Mumbai. We also have a call centre in Mumbai which takes orders and delivers the ice cream within 24 order to the customers anywhere in Mumbai. Considering the zonal distribution of Mumbai, delivery time could not be set for an hour or two, but scheduled it as within 24 hours of delivery.
3. Which are the other new products in pipeline after 7 variants and Tuppa ghee?
   Tuppa is the brand name given to ghee. In Marathi ghee is called ‘Tup’ and Kannada it is called as ‘Tuppa’, hence we named the brand as ‘Tuppa’. The name so suggested holds 50 to 60% of market in Karnataka. So we just decided to call it ‘Tuppa’ not Hangyo or any other name. It’s like a stream wherever Hangyo ice cream goes ‘Tuppa’ goes. It is also available online.
   Along with ‘Tuppa’ we are contemplating to launch Chyawanprash ice cream, Isabgol ice cream, all the trials are on. We are also doing ginger lemon which is really fantastic, we are getting atleast 5 variety immunity booster ice cream with maximum 15 to 40 days from today. Trails are successfully done, we are waiting for the maturity period, we cannot launch before 60 days in the market. How the ice cream behaves, how the taste behaves, how the flavour behaves has to be judged before it comes into market.
4. Any added information you would like to share with your customers and our readers?
   Yes, we would like to mention that we are also into dairy products of flavoured milk whereby we will soon be launching special Haldi Dudh and the process is nearly complete. Then we are in trial of making Hazelnut flavoured milk and many more trials going on for flavored milk. So it’s a good thing atleast regain 30-35% of sales.
   A message during this period, Hangyo is one of the prestigious name in Karnataka and people really look up to the brand name at such time of crisis. Thus working with the proper guidelines set by the authorities is the prime step to help control the spread of the virus by maintaining social distance, sanitization and hygiene at all levels from production to the sales delivery and we at Hangyo are committed to do the same and assure our customers the trust and faith that they place in us.Ghee which is locally called Tuppa is India’s superfood. There’s hardly a diet that doesn’t include this from Keto to Kareena Kapoor Khan endorsing the benefits of ghee. Hangyo is a household name when it comes to not just ice cream but also milk and milk products, the recent addition to the product line expansion of the brand is “Tuppa” the ghee!
   ‘Tuppa’ has an interesting story to the way it is made. It is cooked from milk fat from the cow that has grazed grass after which the milk fat is skimmed and butter is churned that is added in huge hot furnaces and cooked over the traditional firewood. There’s chant or bhajan in the background as the golden liquid is being cooked. The devotional music is believed to have a soothing effect on the makers and as well as the consumers. The smoke from the firewood gives it a distinct flavour.
   ‘Tuppa’ also has a stunning packaging with minimalistic yet traditional look. Combining the traditional design of ‘Mandala art’ on the cow and the usage of the number seven motifs was prioritized to add to the aesthetics of the product. A golden/ mustard colour pack that speaks of grandeur, sparkle and glitz also represents the product it contains that is aromatic ‘’Tuppa”.
   Every care is taken from making the product to its packing to give an unmatched quality of pure shudh desi ghee or ‘Tuppa’. Now it’s time to add some ghee over the freshly made holies or devour by frying some jalebis as ‘Tuppa’ is up for grabs from the house of Hangyo.
5. During this lockdown period when ice cream showed a diminishing sales, what inspired Hangyo Ice cream to introduce 7 flavours in the products?
   Actually the 7 varieties that were introduced, we were working on them since last one year to bring the super-premium brand which can compete with international brands like Haagen Diaz, London Dairy. This efforts of Hangyo along with vegan ice cream was in pipeline for last one year. In the end of January 2020 we decided the date for launch in Mumbai and settled for 15th March 2020 as an inaugural date. Along with the actress Rashmi Desai and Priya Bapat, our distributors with family from the seven states were present during the launch. The launch was successfully organized in the hotel.
   The decision to launch YO was not a recent one. We have been working on diversifying into a super premium segment for almost a year. Unfortunately, the COVID spread was declared a pandemic by WHO after the launch event. We carried out the event before lockdown restrictions were imposed. However, it was a matter of concern as we had worked very hard on these products and the lockdown meant we wouldn’t be able to reach our customers. Once the lockdown restrictions were eased, we then started promoting and selling these products on the community sales model and we have had a fantastic response for the same. Currently we have new customers who have associated with our brand for the first time because of this segment.
   We did not make any publicity as people were not eating ice cream because it was rumoured that eating ice cream will give sore throat and running nose that will help spread corona. Thus, ice cream saw a setback during this season. IICMA tried to get all the clarification from WHO, FSSAI, UNICEF and this have been published in defence of the ice cream in social and print media.
6. To increase the sales of ice cream, what new approach have you introduce so that this scenario takes a whole new turn?
   Always when problem comes, people will emerge with ideas. Just like Hiroshima bombing and earthquakes, Japan has emerged as a developed country in the world. So whenever there are problems, people will work which started from mind for solutions. Everybody will start thinking and reinventing themselves. So what we found in Hangyo, people were in need for ice cream all over. We started from our hometown Mangalore. Me and Mr. Mukund Kamath, Promoter of Ideal Ice cream met Police Commissioner Dr. Harsha on 17th April. Dr. Harsha said, “Mr. Pai ice cream is a very essential thing, I will support in Mangalore”
   They further added that they will give their full support to my business and there is nothing to worry and start delivering ice cream to every house and instead of discounting the price, give them a mask or a sanitizer. We really accepted it and in mid-April, we launched the ice cream along with sanitizer of 85ml of national brand supplying to Himalayas. We started with least minimum order of Rs.500 worth ice cream with sanitizer worth Rs. 42/- with it.
   We started a call centre in Mangalore and with the helpline delivered ice cream to the residential areas of Mangalore.This sales caught like a wild fire and went very smoothly. The department helped us in delivering the orders and did not stop any of our boys because it was very clear that delivery boys carried hand sanitizer along with the ice cream order. So even they said that let people get the sanitizers, let the people get masks. They also remarked that this a good social thing that we are doing. Here in Karnataka, we got a great support and help from the authorities and chief minister was kind enough to declare ice cream as an essential commodity.
   This way Karnataka was the first state to declare ice cream as the essential commodity. We told the ministers that we will collaspe if the ice cream industry suffers. Due to covid, this ice cream season is gone and if the ice cream industry is made to suffer like this then we will be finished, employees will be trouble, I cannot give them salary. It is a common tendency with a company working where the employees come first and then the employer. Slowly we started in Bangalore, then we started in Pune and now in Mumbai.
   As we have started with the community sales in m, our distributor and two employees with masks and hand gloves go every apartment with the prior appointments, talking to the secretaries, covering two apartments every day and waiting upon the occupants for two hours for them to come down and form a queue and buyall high variety of Hangyo ice cream.
   This unique way of selling has given a big ‘U’ turn to it. With Hangyo, people are buying high quality ice cream and not just Rs.5 or Rs.10 or Rs.15 ice cream, so the realization of the company has gone up. In Mumbai, our team no matter what time of the day or night it was co-ordinated with the building secretaries, residence with a very elite society including Hiranandani in Powai, all tried Hangyo ice cream for the first time. They gave Hangyo a fantastic response.
   There has been a vacuum in Mumbai said a friend of mine. He advised me to step in and fill the vacuum by marketing and delivering ice cream in Mumbai, and with that intuition we tried our first break and found the foot-hold and every day since last 65-70 days our vehicles are visiting many societies.
   To every resident of Mumbai, we offer 10% lower price than the MRP. It is sort of mental satisfaction that a consumer gets by having our ice cream, money is secondary part. Since then we have done a great business from every society that our team visits.
   Everybody has like the product. All our cold rooms in Mumbai reached to zero inventory from 15th April till June date. All our contacts are shocked to see the amazing result what Mumbai has given to Hangyo Ice cream. People have started noticing Hangyo Ice cream vehicles all over Mumbai. We also have a call centre in Mumbai which takes orders and delivers the ice cream within 24 order to the customers anywhere in Mumbai. Considering the zonal distribution of Mumbai, delivery time could not be set for an hour or two, but scheduled it as within 24 hours of delivery.
7. Which are the other new products in pipeline after 7 variants and Tuppa ghee?
   Tuppa is the brand name given to ghee. In Marathi ghee is called ‘Tup’ and Kannada it is called as ‘Tuppa’, hence we named the brand as ‘Tuppa’. The name so suggested holds 50 to 60% of market in Karnataka. So we just decided to call it ‘Tuppa’ not Hangyo or any other name. It’s like a stream wherever Hangyo ice cream goes ‘Tuppa’ goes. It is also available online.
   Along with ‘Tuppa’ we are contemplating to launch Chyawanprash ice cream, Isabgol ice cream, all the trials are on. We are also doing ginger lemon which is really fantastic, we are getting atleast 5 variety immunity booster ice cream with maximum 15 to 40 days from today. Trails are successfully done, we are waiting for the maturity period, we cannot launch before 60 days in the market. How the ice cream behaves, how the taste behaves, how the flavour behaves has to be judged before it comes into market.
8. Any added information you would like to share with your customers and our readers?
   Yes, we would like to mention that we are also into dairy products of flavoured milk whereby we will soon be launching special Haldi Dudh and the process is nearly complete. Then we are in trial of making Hazelnut flavoured milk and many more trials going on for flavored milk. So it’s a good thing atleast regain 30-35% of sales.
   A message during this period, Hangyo is one of the prestigious name in Karnataka and people really look up to the brand name at such time of crisis. Thus working with the proper guidelines set by the authorities is the prime step to help control the spread of the virus by maintaining social distance, sanitization and hygiene at all levels from production to the sales delivery and we at Hangyo are committed to do the same and assure our customers the trust and faith that they place in us.–

Source : agronfoodprocessing