The Hindu Business Line : Sweet World to step up presence

Ahmedabad, Oct 4 Sweet World, the Mumbai-based chain of candy stores marketing a range of imported candies, is planning to enhance its presence across the country.

The company, which inaugurated four outlets for its international Pick ’N Mix candies in Gujarat last month, is setting up four to five kiosks every month to take its current tally of 35 to 60 by the end of 2007, Ms Vrinda Rajgarhia, Director, told Business Line.

Sweet World, which pioneered the international concept of pick-and-mix candies in India in October 2002 by setting up its flagship outlet in Mumbai, imports candies from Belgium, the UK and other countries of Europe, besides the US.

Apart from the 250-odd varieties of confectionery it offers, it also markets about half-a-dozen sugar-free varieties to diabetic patients. The imported candies are priced at an average of Rs 60 per 100 gm, she said.

Ms Rajgarhia said the range of confectionery offered by Sweet World includes varieties of chocolates, candies, mints, lollypops and toys from around the world.

Prospects

The candy market in India is estimated at Rs 3,000 crore, including confectionery (Rs 2,000 crore) and chocolates (Rs 800 crore), with an annual growth rate of 10 per cent. India with a population of 110 crore has a per capita consumption of Rs 27 which is likely to grow further with the rising income and consumption levels.

She said Sweet World has seen an annual growth of 50 to 70 per cent over the last four years.

Its last year’s turnover of Rs 6 crore is projected to increase to around Rs 10 crore this year.

Towards this end, Sweet World is tying up with malls and store chains. In Gujarat, it has set up kiosks at the Himalaya Mall and Iscon Mall (Ahmedabad), Central (Vadodara) and Iscon Mall (Surat).

The confectionery chain has outlets, including flagship stores and kiosks, in New Delhi, Gurgaon, Noida, Mumbai, Pune, Nagpur, Bangalore, Chennai, Kolkata, Indore, Lucknow, Kanpur, Agra, Ludhiana and Karnal. In the next few weeks, it will set up more outlets in New Delhi, Hyderabad and Coimbatore, she added.

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