Ltd.[8] The 2017 rebranding effort, which established the ‘Taste the Original’ tagline, was aimed at setting it apart from similar named brands popping up.

[10] The stores are present in the states of Maharashtra, West Bengal,[11] Karnataka, Goa,[12] Telangana, Kerala, Madhya Pradesh,[13] Chhattisgarh, Gujarat,[14] Rajasthan[12] and Delhi NCR.

[12] On completing two years, the brand launched an experiential concept store in Juhu named Naturals Now, which serves freshly churned ice cream straight out of the churner.

[21][22][23] In 2006, the brand received Corporation Bank's National SME's Excellence Award in the Food and Agro Industry.

[28] In 2016, Natural Ice Cream was awarded for home grown concept in food service by Coca-Cola Golden Spoon Awards[29] and also received IMAGES Most Admired Food Service Chain of the Year in the Ice-cream & Dessert Parlours category.