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New Delhi, June 28 Sweet World, a chain that has popularised the concept of pick and mix candy shopping in the country, is currently expanding to tier-II cities, having established itself in the metros and tier-1 cities.

The candy chain, spearheaded by entrepreneur Ms Vrinda Rajgharia is all set to open outlets in tier-II towns such as Lucknow and Kanpur besides following an aggressive expansion plan in the larger cities. “We have recently opened four outlets in Uttar Pradesh in places like Lucknow and Kanpur, and plan on opening several more stores in such cities,” said Ms Vrinda Rajgharia.

Sweet World has successfully tapped the dynamic candy market by employing effective purchasing and international merchandising strategies blended with a unique, colourful and creative store environment.

The attraction of Sweet World lies in providing instant gratification to the customer in terms of delicious taste and visual appeal, convenience of purchase, ample selection, presentation quality and one of its kinds feel-good, entertainment factor in the purchase experience,” said Ms Rajgharia, explaining the reason behind the company’s aggressive expansion plans. “We are very careful in maintaining the highest standards of hygiene. None of the products are opened from their factory packaging till they reach the retail outlet to ensure zero handling of any of the candies. Even at the store level our trained sales staff helps the customers select the candies using disposable gloves, miniature tongs and shovels,” said Ms Rajgharia, emphasising the importance of hygiene and cleanliness in making this business successful.

Sweet World currently has 35 outlets across the country since its first store opened in Mumbai in October 2002.

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