To the surprise of ice cream lovers, Kerala brand Meriiboy, endorsed by film actress Manju Warrier disappeared from the market. However, it is reappearing in two avatars, Mercely’s and Camerry, with brand ambassadors Dulquer Salman for the former and Fahad and Nasiriya for the latter. Let’s have a look into the story of these Kerala ice cream brands, through the facts available from the public domain.

Genesis: In 1990 a business venture Cousins Group was launched by cousins from five closely-knit families in Perumbavoor. These ice cream fanatics tinkered around with milk, fruits, and nuts to create a creamy, tasty, real ice cream under the brand name Meriiboy. Tetra Pak Hoyer, Denmark was the consultant for the brand. The first factory was set up in Kalady in 2003, the second in Kinfra Processing Park, Calicut in 2006, the third in Trivandrum in 2010, and the fourth factory in Kannur in 2012. They signed a contract with Manju Warrier to be its brand ambassador in 2013. Merriboy merrily captured the market in Kerala, Tamil Nadu, and Karnataka with its freshness and premium quality.

Mercely’s: in February 2022 we came to know from the news, that one of Meriiboy’s promoters Joseph Mercely Kadambukattil signs a contract with Dulquer Salman to be the ambassador for his newly launched brand, Mercely’s. The brand name is an adaptation of the middle name of Mr Joseph.  He set up a modern factory at Dharmapuri, Tamil Nadu while retaining Merriboy’s factories at Trivandrum and, Calicut.

Merricrem: in March 2022 we have the news that the other four promoters of Merriboy roped in Fahad and his wife Nasiriya to be brand ambassadors of their new brand Merricrem. They were set to launch the production under Nutricreans Private Ltd, Okkal, Ernakulam, in their newly commissioned factory at Aluva.

Court bans Merricrem: By the middle of August 2022, we came across the advertisement by the owners of Merriboy, that they have stopped production in February 2022. The ad also stated that the court had banned the distribution of Merricrem, which sounds similar to Meriiboy.

Merricrem to Camerry: Merricrem changed its name to Camerry and launched its campaign with a full cover page ad in Malayalam dailies in the first week of November. Thus Merriboy at its own death has given birth to two ice cream brands Mercely’s and Camerry.

A look into the rearview mirror

Many family feuds led to splits in business enterprises. Let’s have a look at two such stories which are similar to the one narrated above. One an international one originating from Germany and the other from our own state,

In Germany in 1924, two brothers Adolf and Rudolf Dassler started manufacturing shoes in their mother’s laundry, under the company name, Gebruder Dassler Schuhfabrik (translated: Dassler Brothers shoe factory). In 1948 the brothers separated. Rudolf Dassler took the brand name Puma for his goods and Adolf Dassler started production under the brand Adidas. Both Puma and Adidas have grown beyond shoes into sports goods including apparel and have a strong presence across the globe and are second and third after Nike.

In 1954, Thayil Abraham Varghese founded St George Umbrella Mart in Alapuzha, Kerala. He had such mastery over umbrella making and earned the name Kuda Vavachen. His sons Baby and Abraham joined him in the business in due course of time. Abraham Varghese passed away in 1968, and his sons separated after working together for 20 years. In 1995 the brands Popy and Johns were launched by Baby and Abraham respectively. Both brands have grown from strength to strength and they together have captured 70% of the umbrella market in S India.

Looking forward

Lady star of Malayalam cinema, Manju Warrier has given way to Dulquer Salman on the one side and Fahad Fazil and Nasiriya on the other. A battle royale is ensuing between the two young brands. Full-scale advertisement campaigns have been launched by both brands.

Will both succeed as in the case of Puma, Adidas, and Johns, Popy or will one or both of them get wiped out in the ensuing tussle? Only time will tell.

This battle between the brands is actually a battle for our palate, mind, and our pockets. There may be uncertainty in the future of these business enterprises, but we, the consumers are sure to be the winners with wider choices and better-quality ice creams and other related products.

---