Chill Brand, Hot Growth
Mama Mia in a Nutshell
Hey folks,
We are back with another case study issue and this time it’s on Mama Mia!
Apologies for non issue of the “Sunday Special” , hope you have a good read.
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The Backstory: From Ice Cream to I-Scream-For-More
Once upon a time in Kolkata (where rosogollas are considered a personality trait), a new kid walked into the dessert block party. Not just with ice cream—but with gelato. Enter Mama Mia: the cooler cousin of your average kulfiwala.
Their pitch? “Artisan. Italian. Insta-worthy.”
Your reaction? “Do I eat this or frame it?”
While your neighborhood aunty still swears by cassata, Mama Mia was out here swirling Ferrero Rocher and Belgian Chocolate like it was a Netflix rom-com montage.
Marketing Moves: Cool, With a Side of Clever
Mama Mia’s marketing team? Definitely had sugar highs.
Social Media Vibes: Glossy reels, drool-worthy zoom-ins, and captions that say “Treat yo’ self” louder than your inner voice ever could.
Festive Collabs: Diwali specials? Holi scoops? Raksha Bandhan Bundles? They made seasonal drops cooler than Supreme.
Packaging: You almost don’t want to throw it away. Almost.
Plus, they aced the art of Premium Yet Approachable.
Rich enough to flex. Affordable enough to not call your CA.
The Secret Recipe? (Besides Milk + Magic)
Premium ingredients – no shortcuts, no sketchy syrups.
Indian flavours with an Italian passport – from Tender Coconut to Tiramisu.
Store aesthetics that scream date night – if your date was curated by Pinterest.
Mama Mia’s Business Scoop (Quick Serve)
Revenue grew 91.8%, profits up 190.6% in FY22.
Now at 10+ franchises with ₹5L fee & 93% delivery reach in Kolkata.
Product range? 70+ gelato flavours, cakes, macarons, and shakes.
First to bring gelato cakes to India.
Ice cream market booming — and Mama Mia’s riding the sweet wave.
Challenges: It’s Not All Cherry on Top
Sure, not everything was as smooth as their gelato base:
High temperature = high logistics stress (imagine delivering frozen happiness in 42°C Delhi heat).
Competition from local legends and global giants (insert Swiggy discount battle here).
Premium pricing in a price-sensitive country – where someone’s still asking why Amul isn’t ₹10 anymore.
But somehow, Mama Mia melted hearts before it melted in the sun.
Final Scoop: 🍨
Mama Mia isn’t just selling gelato.
They’re selling a moment. A vibe. A soft-focus, feel-good, frozen fantasy.
From neighborhood kiosks to gourmet stores and Insta feeds across India, they’ve built a dessert brand that’s as serious about quality as it is about cute spoons.
And remember:
Life’s short. Eat the gelato. Preferably pistachio.
