“We Don’t Sell Ice Cream: We Sell Experience”: Viren Shah (ICFAI conducts leadership conversations on “Sensory Branding Strategies: The Cream Stone Way”)


“We don’t just sell ice cream, we sell experience that are relished by the customers“ stated Mr. Viren Shah, Director – Scoops Ice Creams and Cream Stone Concepts at the 43rd WiseViews Leadership Conversations conducted by ICFAI on February 11, 2022 at 7.30 pm. He spoke on the topic “Sensory Branding Strategies: The Cream Stone Way”.

 Mr. Viren Shah briefed the audience about the origin of Scoops and Cream Stone. The family of Shah’s  owns a Hotel Haridwar in Hyderabad and in the year 1989 their grand father visited  Delhi where  he saw a machine which makes ice cream. He bought it to Hyderabad and served to his customers which they liked a lot. Eventually that paved a way to the emergence of Scoops Ice Cream.

 “In the year 2009, a unique concept was launched where a refrigerated marble stone is used to make the ice cream which was named Cream Stone. The concept of making live ice cream on a cold stone was a big hit with the consumers which gave us the confidence of expanding the business through the franchise model”, said Mr. Viren.

 Mr. Viren strongly advocated that their franchise model is different from others where they follow a set of uncompromising values. For example, the franchise is not given to people who do not reside in the city where the store is located. Secondly, they do not encourage investors to take up the franchise because they do not have enough time to monitor the store personally. Mr. Viren stated that their sustainable franchise model is committed to earn profits for the people who connect with the cream stone and to achieve that they have to monitor it personally each day.

 Mr. Viren also shared how they collaborated with movies and the film stars to promote their brand. “The media promotions are very cost effective and draws a lot of media attention”, he said. He also advised that location plays a vital role in the food and beverage industry these days. “The people look for drive-ins and comfortable spaces where they can chill out and enjoy their food.  For that selecting a suitable location which is spacious and has ample parking always attracts the people”, he added.

Answering to a query in the Q & A session, Mr. Viren Shah said “that taking a calculated risk in the business helps you to succeed and you have to believe in what you are doing”.

The conversation was moderated by Prof. R Prasad, Director – Academic Wing, ICFAI Group and Prof. Sudhakar Rao, Director – Branding, ICFAI Group.

About 250 participants including entrepreneurs, Research Scholars, working professionals from various parts of the country registered for this webinar which was also live streamed on facebook.