We have all had some ice popsicles in our childhood but at that time we didn’t care about the ingredients used in production. However, with a change in mentality focusing on health, numerous brands have emerged that provide taste as well as assurance of quality. Among these is Skippi, India’s first ice pop brand founded by Ravi Kabra and Anuja Kabra
Early Beginnings
Ravi Kabra was very much involved in his father’s business from the start when he decided to start something of his own. This led him to move to Australia where, with sheer determination and hard work he was able to build his home and a happy family.
But, a tragedy struck when he came to know about his father’s oral cancer. This forced him to move back to India. Here he started looking for options to start something new.
The Idea of Skippi
The story of Skippi began during a family trip to India when a relative packed ice pops for the journey. This was because of the scarcity of hygienic and trusted ice pop brands.
Ravi already had atleast 16 years of experience in food and beverage industry and therefore it sparked an idea in Ravi and Anuja Kabra’s minds. His career involved importing and exporting various consumer products, including food items. Anuja Kabra, on the other hand, contributed her expertise in compliance and new product development, with over 14 years of experience in the food and beverage industry.
Ravi shared about their inspiration in a conversation with The Hindu:
“When we first saw the ice pops, it took us back to our childhood days when they were the most forbidden thing to suck upon purely because our elders were worried about water quality and the colors used. With all those restrictions, they were still the most sought-after treats to buy with whatever little pocket money one had.”
The Skippi Journey
Skippi Ice Pops was officially launched in April 2021 making it India’s first ice pop brand. This too was a hard time for Ravi and Anuja as Ravi’s father succumbed to cancer during this time.
On Shark Tank they were asked about how their can be huge competition in the market now that they have launched. Anuja Kabra has an anwer for that:
“We take pride in being a one-of-its-kind ice popsicle brand. Our products are 100% natural. There are no artificial colors and flavors, and they are made only with RO water using patented technology.”
The COVID-19 pandemic struck when they were about to launch. This halted production for a year and incurred losses in production, rentals and distribution. But Ravi and Anuja didn’t give up. They used this time to search for market opportunities to start production.
The Shark Tank India Breakthrough
Skippi’s big break came with their appearance on Shark Tank India. The Kabras’ pitch was so compelling that they secured investment from five “sharks” on the show. This happened the first time on the show. Even Aman Gupta (Founder of Boat Lifestyle) said to other Sharks jokingly,
“How can five sharks give out six deals.”
The impact of the Shark Tank deal was immediate and significant. Following the show, Skippi’s revenue increased 40 times, with monthly sales reaching approximately 2-2.8 crore.
The company found itself processing over 20,000 orders for online platforms, transforming from a regional manufacturer and distributor to an international exporter.
What Makes Skippy a Success in a Competitive Market?
One of Skippi’s unique selling points is its room-temperature storage capability. The ice pops are sold in liquid form in tubes and need to be frozen for about eight hours to get the ice pop consistency.
Skippi Ice Pops does not market itself as a healthy product but rather a fun product. Despite this stance, Skippi ensures that their products are made with natural flavors, colors, preservatives, and sweeteners.
The brand currently offers six flavors: raspberry, orange, cola, mango twist, bubblegum, and lemon. They also have a pack with Indian flavors including Kala Khatta, Jaljeera, Imli, Aam Panna, etc. These are available across major online marketplaces such as Amazon, Flipkart, Snapdeal, Qtrove, and on the Skippi website.
Expansion and Growth
The brand is now present in over 20,000 retail outlets across India. In Hyderabad alone, Skippi products are sold in approximately 400-500 outlets, and the brand has established a presence in 25+ states with over 200 super stockists and distributors.
The Kabras have also ventured into innovative distribution methods. In August 2022, they launched Skippi Freezer Bikes. These electric bikes equipped with freezers allow for mobile and hygienic ice pop sales, opening up opportunities for budding franchisees.
Ravi said in an interview with MediaBrief that.
“My team has been growing every day from pre-Shark Tank of 14 people to close to about 400 today. The kind of efforts that we put in day in day out is… have too much of pressure I would say, but as long as the consumers enjoy what we offer, we should keep going and do all the hard work”
Recognition and Awards
Skippi’s success has not gone unnoticed. In April 2022, the brand was honored with India’s most prestigious award for small to mid-sized businesses at the Franchise India Small Business Awards.
In June 2022 when Skippi Ice Pops bagged the Economic Times Award for Corporate Excellence.
They aim to establish Skippi as a global brand, using the mentorship and investment from their Shark Tank India investors – Aman, Peeyush, Namita, Vineeta, Ashneer, and Anupam. As Anuja said on Shark Tank that they want to promote their brand on Indian cricket team jersey so they have a long way to go.
