Arun Icecreams, the flagship ice cream brand of Hatsun Agro Product Ltd., has made its first appearance at the New York India Day Parade, marking a significant step in its efforts to build a presence in the US market.
The brand participated in the New York India Day Parade 2026 held on Madison Avenue on August 16, featuring a specially designed parade float and consumer engagement booths. Arun Icecreams distributed more than 15,000 ice creams during the celebrations, offering popular products and flavours including Butterscotch Sandwich, Cream n Cookies Donuts, Vanilla Bites, Popitos Kacha Mango and Malai Kulfi.
Taking a South Indian brand global
The New York debut comes soon after Arun Icecreams’ expansion into the US and gives the brand an opportunity to connect with a wider consumer base in one of the world’s largest and most diverse markets.
For Arun Icecreams, the move is more than a marketing exercise. The participation signals an effort to leverage its established brand equity in South India while introducing its product portfolio to consumers outside India.
Hatsun Agro Product Ltd Chairman R.G. Chandramogan,said: “Arun Icecreams has been part of people’s happy moments for many decades, and participating in New York’s India Day Parade for the first time is a very special occasion for us. As we continue to strengthen our presence in the United States, this event gives us an opportunity to share the Arun Icecreams experience with a wider audience and introduce more consumers to the flavours that have been loved for generations.”
He added that the company would continue taking the brand to more consumers across international markets while maintaining its focus on quality.
From regional strength to international markets
Arun Icecreams has built a strong franchise in South India over several decades, with its portfolio spanning traditional Indian flavours as well as contemporary formats.
Its New York initiative comes as Hatsun Agro Product seeks to build international visibility for its consumer brands. The company said the parade participation forms part of broader efforts to expand Arun Icecreams’ footprint beyond India and introduce its range of products to consumers across geographies.
Hatsun Agro Product is one of India’s major private-sector dairy companies and procures milk directly from more than 5 lakh farmers.
Its portfolio includes Arun Icecreams, Arokya Milk & Milk Products, Hatsun Dairy Products, ibaco and HAP Daily. HAP Daily has a retail network of more than 4,200 outlets, with a presence across several Indian states.
For Arun Icecreams, the New York parade provides a high-visibility platform to test and strengthen its appeal among international consumers, particularly as Indian food and consumer brands increasingly look beyond the domestic market for growth.
The company is positioning the US expansion as a step-by-step global journey, building on the brand’s long-standing consumer franchise in India.