Devyani Food onboards Liqvd Asia to launch premium ice brand Infino

Devyani Food Industries Ltd (DFIL), a leading player in the food and beverage industry and a part of the RJ Corp group, has launched Infino, a premium ice cream brand in India. In a strategic move to capture the burgeoning market for premium ice creams in India, DFIL has collaborated with Liqvd Asia to spearhead the brand’s end-to-end marketing initiatives, including Creative, Digital Content, PR, Digital Media and Offline Media, ensuring a comprehensive and impactful launch.

Witnessing the escalating demand for premium ice cream in the Indian market, DFIL identified an unexplored opportunity to diversify its offerings by introducing a Made in India premium ice cream. Infino has been officially introduced in the market through Quick Commerce players in Mumbai, Kolkata, Delhi, Hyderabad and Bangalore, along with selective availability in Modern Trade outlets in Bangalore. Consumers in these cities can conveniently order the product through Blinkit, Zepto, or Amazon Fresh.

Infino is available in an array of international flavours in sticks, cups and tubs, such as Choco Hazelnut Marvel, Celestial Chocolate, Salted Caramel Galaxy, Crispy Chocolate Espresso and Comet Pecan, among many other options.

Commenting on the brand launch,  Sudhir Chavan, CEO, DFIL, remarked, “The Indian ice cream market has witnessed a notable shift towards premium preferences among consumers, indicating a growing demand for high-quality and exclusive ice cream market. With changing consumer lifestyles and growing appreciation for high-quality products and desire for global ice cream flavours, our brand Infino aims to fill a gap in the market for consumers who seek luxurious and extraordinary ice cream experience. Our robust manufacturing capabilities and connected distribution network provides us an edge over our competition. Infino embodies the perfect balance of craftsmanship, high-quality ingredients, and delectable flavours. Currently we’ve launched our portfolio with three formats – tubs, sticks and cups and in the future, we will be exploring more in terms of formats, flavours and SKUs.”

As the agency partner, Liqvd Asia played a vital role in shaping Infino’s brand narrative through a comprehensive 360-degree marketing strategy, covering aspects like the Brand Film, Outdoor, PR, and Digital Content.

Monish Sanghavi, Business Head, Liqvd Asia, elaborated, “Partnering with DFIL on the launch of their premium ice-cream brand, Infino, has been an exciting journey all across. The team at Liqvd Asia was excited to take up the challenge to launch this premium ice-cream brand in an already cluttered ice-cream market. With our go-to-market launch strategy and 360-degree media approach, we made an impact in the market, where we launched our product. Now, we are all set to take this partnership to the next level as the agency responsible for their creative, media and digital mandate, and create work that strengthens the brand image, disrupts the market and grows the segment.”

With the launch of Infino, DFIL plans to expand its presence across various geographies and markets in India and establish a distinctive position for itself in the premium ice cream market.