Arun Icecreams is expanding beyond its established South India market as it builds its presence in the United States.

The brand made its first appearance at the New York India Day Parade, the annual celebration held in Manhattan to mark India's Independence Day. The parade, organized by the Federation of Indian Associations, is one of the largest India Independence Day celebrations held outside India and draws large crowds each year, giving participating brands a high-visibility platform. The debut comes as the brand seeks to increase visibility, engage with a wider consumer base and strengthen its international footprint.

Arun Icecreams is the flagship ice cream brand of Chennai-based Hatsun Agro Product Ltd, one of India's largest private dairy companies, which is listed on Indian stock exchanges. The brand has built its core business across South India, particularly in Tamil Nadu and Karnataka, where it is sold through an extensive network of retail outlets. Hatsun Agro's broader portfolio also includes dairy brands such as Arokya milk and the ice cream retail chain ibaco. The company already exports its products to international markets, and the New York appearance builds on that overseas presence.

The United States is home to one of the largest Indian diaspora populations in the world, with people of Indian origin numbering more than four million, according to U.S. Census-based estimates. Indian food brands such as Amul and Haldiram's have built sales in the country by serving these communities through ethnic grocery channels, and community events such as the India Day Parade are a common way for such brands to raise their profile among diaspora consumers.

The parade appearance represents the brand's first time participating in the New York event and forms part of its wider effort to reach consumers outside its home market in India.

Source: CNBC-TV18