A New Generation of Entrepreneurs: Meet the Sidnal Siblings and Their Bold Venture – Magneta Ice cream

In a world where young entrepreneurs are redefining traditional industries, the Sidnal siblings—Indrajeet, Digvijay, and Vaibhavi—are making their mark with Magneta Ice Cream- Hamara Ice cream, an ice cream brand that stands out for its purity and innovation. Launched in May this year, Magneta – Hamara Ice Cream, is already turning heads, gaining recognition for its unique flavours and appeal of being made from 100% pure milk, unlike most frozen desserts in the market. The name is a quirky take on magenta, making it all the more unique.

The Sidnal family’s roots in Belagavi run deep. Their home in Mahanteshnagar is a well – known Belagavi landmark. Their grandfather, Late Shri S. B. Sidnal was a four-time MP representing Belagavi Loksabha constituency from 1984 to 1996. Coming from a family of agriculturists, Shri S. B. Sidnal pursued law and became a renowned advocate, dedicating his life to public service. This legacy of hard work and public spirit has been passed down through generations, including to the siblings’ father, Shri Shashikant Sidnal. He spearheaded several greenfield ventures in the food industry, major among them being the Parle Biscuit factory which played a significant role in shaping the economic landscape of the Bailhongal region.

It was his decades-long experience in the dairy and food industry and a strong minded focus to provide large scale employment in this region that proved pivotal in starting this factory. The Sidnals’ commitment to excellence is evident not only in their ice cream but also in their broader business ventures. Their parent company, Shashi Sidnal Foods Pvt. Ltd., which manages the Parle plant, was recently recognized as the Best World Class Manufacturing Plant in India and won first place in the Kaizen Presentation at a national convention attended by 600 companies, awarded by Shri Nitin Gadkari.

Starting fresh

The birth of Magneta – Hamara Ice Cream – marked an exciting new chapter for the enterprising Sidnal siblings. As children, they cherished weekend ice cream outings, a tradition inspired by their mother, Mrs. Vani Shashikant Sidnal, whose passion ignited their own love for the treat. Fuelled by their legacy and a shared vision, they entered the ice cream industry with a fresh perspective, boldly stepping into a saturated and competitive market dominated by major national brands. However, the Sidnals set themselves apart by focusing on what many competitors had overlooked—quality. It was clear that they wanted to absolutely stay away from the ill effects of ice cream made with palm oil.

“We wanted to create a brand that consumers could trust for being 100% pure milk-based,” says Indrajeet, the eldest sibling and a lawyer by profession, who oversees production and finance. “While most brands use palm oil to cut costs, we’ve stayed committed to making only pure milk ice cream, ensuring we deliver the best to our customers.” The factory’s daily operations and management are skilfully overseen by their mother, Mrs. Vani Shashikant Sidnal, whose dedication provides invaluable support to her children and keeps everything running smoothly.

Magneta Ice cream- a greenfield project

A Greenfield project in every sense, Magneta involved building a brand from scratch, from sourcing the finest machinery from the very renowned Tetrapak- Denmark to developing unique recipes—something not typically available off the shelf. “It took three years to set up the factory and get the machines right,” shares Digvijay, also a lawyer and the middle sibling, who handles marketing, sales, and supply chain management. His hands-on approach and people skills have been key in getting the business off the ground.

“We set up the factory at Sanikop, I visited distributors and even installed deep freezers myself to ensure everything was perfect,” he adds. The machines are made to order and they chose only the best, despite being the most expensive. As with their earlier ventures, this new factory has also provided ample employment to people in this region which is slated to increase in the coming days.

Vaibhavi, the youngest of the trio, brings a modern edge to the business with her expertise in digital marketing. Currently pursuing a degree in Business Administration, she has taken charge of Magneta’s online presence, capitalizing on new-age social media strategies to boost the brand’s visibility. “With my brothers’ support and guidance, I’ve been able to grow into my role and focus on building our digital brand,” she says.

Success comes with challenges

Despite their clear vision and high standards, the Sidnals faced their fair share of challenges. The market for ice cream in and around Belagavi was already saturated, with national brands competing aggressively on price. Several palm-oil-based frozen desserts were available at dirt-cheap rates. However, the siblings’ unwavering focus on offering a high-quality, wholly milk-based product helped Magneta carve out a niche. Focusing on sourcing the best, they import the choicest Litchis from Africa and high quality dry fruits from Greece. Today, Magneta is the only ice cream brand manufactured in the Belagavi region that uses 100% pure milk, sourced directly from farmers.

The brand has quickly become a favourite, with Magneta Delight – a unique combination of favours and nuts, emerging as a best-seller. Their products in a wide range of flavours are now available in all top-tier and star hotels around Belagavi, and with over 500 freezers serving in the region, Magneta is gaining traction. Looking ahead, the Sidnals have ambitious plans for Magneta. They are working on a unique experience centre—a café focused on offering a wide range of ice cream varieties, creating an immersive experience for customers. The siblings also plan to expand into other milk-based food products, further diversifying their portfolio.

The Sidnal siblings exemplify a new breed of young, educated entrepreneurs who are both grounded in their heritage and ambitious about the future. They pride on the legacy of their grandfather and father, but are all set to create one of their own. With their blend of tradition, innovation, and hard work, they are building a brand that is sure to leave a lasting impact on Belagavi and beyond.