In today’s competitive food industry, brands chase growth, viral marketing campaigns and new product launches. Yest, very few remain relevant for decades while staying true to their original philosophy. But one name at the heart of Ahmedabad has quietly done just that.
Niru Baa No Ice Cream is not just another dessert shop. For many Ahmedabadis, it is a place embedded in the memories of childhood, family outings and celebrations over generations. While many food businesses have adapted to the changing trends, Niru Baa’s journey has stuck to one simple belief- never compromise on quality.
In an exclusive interview with Gujpreneur, Rutvik Desai, the second-generation entrepreneur behind Niru Baa no Ice Cream shares the family’s remarkable journey, the lessons imparted by his grandmother, the reason behind the brand earning the trust of customers for almost four decades, and what the future holds for one of Ahmedabad’s most cherished legacy businesses.
A Journey That Began with One Woman’s Determination
Every successful business has a beginning, but not every business begins with a grand vision or meticulous planning. Niru Baa began her entrepreneurship journey at the age of 40. When most women of her age were expected to devote themselves entirely to family duties, she decided to turn ice cream making into a business.
Today, 40 years later, she is 80 years old and is still remarkably active in the business every single day. “My grandmother started this business at 40, and today she’s 80. Her age has doubled, but so has the legacy she has built,” said her grandson.
What’s even more inspiring is that the business hasn’t outgrown its founder. In many family businesses the founding generation eventually steps away but Niru Baa is still around, leading the way with the same dedication that was there in the beginning.
The Secret Ingredient Isn’t Just Ice Cream
Every brand eventually reaches a point where customers don’t just buy a product but also start believing in the people behind it. That belief has become the biggest competitive advantage of Niru Baa No Ice Cream. When asked about the reason behind the brand’s longevity for almost 40 years and the answer was much simpler.
“I think it’s a combination of customer trust and the quality of our ice cream. We’ve been in business for almost 40 years and people see that my grandmother at 80 years old is still here every day making ice cream.” Rutvik Said.
As consumers become increasingly concerned about ingredients, methods of production and authenticity, having the founder involved in the business adds a credibility that advertising cannot achieve. Customers don’t just trust the product, they trust the person behind it.
Why Quality Has Never Been Negotiable
Ask any successful entrepreneur what the biggest lesson they have inherited and the answer usually revolves around values, not business strategy. For Niru Baa’s grandson, not compromising on quality has always been the utmost priority. The biggest lesson we learned from her is we don’t compromise on quality. “For the last 40 years she has been doing this with the same dedication.”
That philosophy has influenced every choice the family has made.
Businesses often trim costs by switching ingredients or streamlining production, but Niru Baa has stuck with consistency over shortcuts. This devotion to such principles is probably why customers who first came into the shop decades ago still return today.
When Customers Become Generations
Every business wants customer loyalty. Only a handful of companies can proudly state that they serve the same family for over three generations. More interestingly, customers who have shifted abroad recommend this brand even to their family members when in Ahmedabad.
“There are times when the grandchildren request their grandparents to visit our shop as they still remember our ice cream fondly.” Such instances point toward something much deeper than just mere business. They indicate how a local business eventually becomes a part of the emotional fabric of a city.
Worth Travelling Across Cities For
Niru Baa No Ice Cream is now popular beyond the city of Ahmedabad. The family mentioned many instances where the customers have travelled long distances to enjoy the product.
“We have had customers coming from Surat to have our ice cream.”
For many brands, entering new cities is the greatest achievement. For Niru Baa No Ice Cream, customers from other cities have come to them instead. Such loyalty cannot be created by just spending money on advertisements, but it requires long years of work.
Expansion Isn’t About Opening More Stores
In the case of Niru Baa No Ice Cream, however, growth isn’t measured by the number of outlets. The family thinks that growth can be undertaken only when it can ensure that it meets the quality criteria on all locations.
“We would like to first set the supply chain and only after we are sure of quality can we get ahead with expanding business.” Rutvik explains.
Their immediate goal is to expand within the territory of Gujarat. It’s a measured approach that prioritises consistency over speed. However, it comes as no surprise since this family is convinced that you should grow only if you are strong enough.
A Business That Proves Simplicity Still Wins
Niru Baa No Ice Cream has been in business for almost 40 years and it reminds entrepreneurs that it is possible to be successful without chasing rapid expansion, endorsements by celebrities, or viral marketing efforts.
Sometimes, just showing up every single day is the biggest competitive advantage a business can have. The business has been able to build lasting trust across generations by maintaining high quality while being run by its 80 year old founder. while many brands continue chasing the next big trend, Niru Baa No Ice Cream has mastered its current business practices over the last four decades. And that’s probably the reason why for so many people living in Ahmedabad every scoop comes with a story, a memory, and a sense of nostalgia.
For more inspiring stories of entrepreneurs, brands, and changemakers, follow Gujpreneur.
