For over 25 years, Natural Ice Cream has been a beloved Indian brand — known for its simple promise of fruit, milk, and honesty. A brand that evoked nostalgia and loyalty, with generations growing up savoring its seasonal flavors. Yet, in the ever-evolving urban landscape, even icons face moments of reckoning.

Naturals began losing ground — not to other ice cream brands, but to a new universe of dessert experiences. Artisanal gelatos, gourmet cafés, and international dessert chains had transformed ice cream from a simple treat to a lifestyle indulgence. Sales were dipping, equity eroding. Naturals — once the default — was struggling to stay relevant for a generation seeking ‘where to hang out’ rather than just ‘what to eat’.

We dived deep. Through focus groups, mystery shopping, and consumer immersions, we uncovered the heart of the problem: the product was still pure, but the experience had lost its sheen. Visiting Naturals no longer felt aspirational — a far cry from the vibrant social zones millennials gravitated towards.

And yet, at its core, Naturals stood for something timeless — the goodness of fruits and milk, the honesty of real ingredients, and a nurturing simplicity. That became our anchor.

The solve was clear: shift the lens from just the product to the experience of Naturals. The ice cream remained the hero, but the brand’s environment, communication, and every touchpoint needed a refresh. Naturals had to carve a new space — not just a dessert, but an honest, good-for-you indulgence served with warmth, care, and a differentiated voice.

We reframed the competitive set — moving beyond ice cream brands to own a unique, emotionally resonant space that celebrated simplicity, purity, and the shared joy of eating together.

The result? A strategic repositioning that restored Naturals’ pride of place — where eating ice cream