Skippi Ice Pops: A 2020 Startup that Gained Rs. 2 Crore Monthly Sales in Just 4 Years!!

Hello Readers,

Welcome to another exciting issue of Growth Matrix!

Well, summer might be over, but let’s take a moment to reminisce. What's your core childhood memory of summer? For me, the word "summer" evokes a flood of nostalgia—summer vacations, indulging in everyone's favorite treat—ice pops, or as we fondly called them, chuski! Some even referred to them as Pepsi. Despite my mother’s warnings about their questionable hygiene, I eagerly spent my pocket money on those colorful ice pops from the local shop, always choosing the orange one.

Sorry, I got stuck in my memory vault. Today, I want to share the story of Skippi Ice Pops. This brand has masterfully tapped into this nostalgic feeling and transformed it into a thriving business, achieving an impressive Rs. 2 crore in monthly sales!

How did it start?

Skippi Ice Pops was founded in 2020 by Ravi and Anuja Kabra, a couple with a vision to revolutionize the ice pop industry in India. Drawing inspiration from the vibrant ice pop culture abroad and noticing a gap in the Indian market for hygienic and natural frozen treats, they set out to create a brand that would cater to health-conscious and fun-loving consumers alike.

What makes them special?

Skippi Ice Pops has carved out a unique niche in the market with several distinctive features that set it apart from competitors:

1. Nostalgic Appeal with a Modern Twist: Skippi Ice Pops successfully taps into the nostalgia of childhood memories associated with chuskis(the ones I talked about) while offering a modern, hygienic, and flavorful product. This blend of old and new resonates with many consumers, making it a beloved brand.

2. 100% Natural Ingredients: A significant USP of Skippi Ice Pops is their commitment to using 100% natural ingredients. By avoiding artificial colors and flavors and using only RO water, they assure consumers of a high-quality, healthy treat. This focus on natural ingredients appeals to health-conscious customers.

3. Innovative Delivery Model: The introduction of Skippi Freezer Bikes revolutionized the delivery of frozen treats. These electric bikes ensure that ice pops are delivered in perfect condition, maintaining their quality and taste.

Challenges, of course!

Starting a business during the COVID-19 pandemic was no small feat. Skippi Ice Pops faced numerous challenges, from supply chain disruptions to changing consumer behavior. However, Ravi and Anuja's determination and innovative strategies helped them navigate these obstacles. By focusing on natural ingredients, unique flavors, and stringent quality control, they were able to build a loyal customer base even during uncertain times.

How did they do it?

Skippi Ice Pops' success can be attributed to a series of strategic moves that have propelled the brand from a humble startup to a multi-crore business. Here are some key strategies they employed:

1. Leveraging Shark Tank India: Securing an all-shark deal on Shark Tank India was a game-changer for Skippi Ice Pops. The investment of ₹1 crore for 15% equity, later increased to ₹1.2 crore by Peyush Bansal, provided not only financial backing but also valuable mentorship and visibility. This exposure significantly boosted the brand's credibility and reach, skyrocketing sales from ₹5 lakh to ₹2 crore MONTHLY!

2. Innovative Product Launches: Skippi Ice Pops introduced the Skippi Freezer Bike, an innovative approach to making ice pops more accessible. These electric bikes, equipped with freezers, allowed for convenient doorstep delivery of ice pops, ensuring that customers could enjoy their favorite treats anytime, anywhere. This move not only increased sales but also enhanced customer satisfaction.

3. Expanding Retail Presence: From being available in over 1,500 outlets in Hyderabad to 8,000 outlets across India, Skippi strategically expanded its retail footprint. This extensive distribution network ensured that their products reached a wide audience, contributing to their rapid sales growth.

4. Focused Marketing and Branding: The co-founders, Ravi and Anuja Kabra, effectively utilized their 17 years of experience in the food and beverage industry to create a strong brand identity. They highlighted the nostalgia associated with chuskis while emphasizing the quality and hygiene of Skippi Ice Pops. Even your mom will allow you to have it!

5. Diversified Product Range: Skippi Ice Pops launched six distinct flavors—raspberry, orange, mango twist, bubblegum, cola, and lemon. This variety catered to different taste preferences and kept customers coming back for more. The brand's commitment to 100% natural ingredients without artificial colors or flavors further enhanced its appeal.

6. Strategic Partnerships and Collaborations: Skippi's collaboration with BikeWO for the Skippi Freezer Bikes showcased their commitment to innovation and environmental sustainability. With availability in thousands of outlets across India and on major e-commerce platforms like Amazon and Flipkart, Skippi Ice Pops ensures easy access for consumers.

Growth Timeline

Wrap Up!

Their Instagram game is strong—they showcase their products well with engaging videos, new product launches, and even some fun memes. But their website could use some sprucing up. The "About Us" section, for instance, could be more dynamic. Show us your ice pops in action, play with colors, and bring out the fun and vibrant personality of your products. They also need a witty and creative tagline. While their copy is creative, adding a touch of wittiness to the brand's tone would take it to the next level.

As we wrap up this edition, it’s clear that Skippi Ice Pops has tapped into a powerful mix of nostalgia and innovation. Skippi Ice Pops is a testament to how a simple idea, when executed with passion and creativity, can achieve extraordinary success. As they continue to grow and innovate, I can’t wait to see what’s next for this brand.

And as always, I'm here for a chat. Feel free to connect with me on Instagram and LinkedIn.

See you in the next issue!