The Hindu Business Line : Sweet World to spread wider

THE candy market is set to see a lot of action and innovation in the next few months as the Sweet World chain plans to open at least 20 outlets across the country by the first half of the year.

Sweet World outlets retail over a hundred varieties of candies promoting the western concept of pick `n' mix.

Currently, Sweet World has two outlets in Mumbai (one at the Phoenix mills and the other at Lokhandwala Complex, Andheri), one in Pune (Esquare, University Circle), one in Gurgaon and one in Delhi. Though a fledgling company, Vrinka Overseas Pvt Ltd, promoted by entrepreneur Vrinda Rajgarhia, who belongs to a prominent pharmaceutical group, is planning to grow along with the growth of malls in the main cities.

In Bangalore, Sweet World's first outlet will be at Forum Prestige Mall, Koramangala; in Noida, at the Sab Mall and in further expansion in Mumbai, at the In Orbit Mall coming up in Malad.

The latter half of the year will see the company foray into Kolkata city centre and sub-metros such as Chandigarh and Ludhiana.

"While the initial outlets have all been retail stores, for Delhi we've chosen the `kiosk at the mall' concept and that may be the way to go in the future," says Ms Rajgarhia who started her flagship store as part of a test marketing strategy in Mumbai in October 2002, and now is on a rapid expansion mode.

And what does Sweet World have to offer that's different from the usual in the candies market?

It is sourcing its products from several European companies and uses a cold chain to ensure freshness and hygiene.

The candies are available in varied colours and flavours to suit all palates — from tangy to the sour. They include the ever so popular hard boiled varieties, chocolate covered candies, liquorice sweets, marshmallows, jelly beans, gummies, gumballs and so on. Shaped from the usual rounds and squares to imaginative Martians, cola bottles, vipers, crocodiles, fish, penguins and dolls, the outlets provide a buying experience that is different for the Indian consumer.

Though the candies are priced in the premium-segment at Rs 60 for 100 grams, Ms Rajgarhia feels that for products that require a cold chain all the way and are imported into the country, the price points are reasonable.

"In fact our experience has shown that it's not only children who flock to our outlets, it is popular with young couples and the retired population as candies respond to all kinds of needs - it serves as a comfort food, a celebration food and a valentine's offering," she says.

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