Mondelez India is debuting its premium gifting brand Cadbury Glow in the country this festive season before it is launched in other global markets. On Monday, the company launched its Cadbury Glow Signature Experience in the form of a 15-day pop-up store at Select City Walk mall in New Delhi. The company plans to promote the brand across key retail outlets, too, with initiatives such as free-standing displays.

Siddhartha Mukherjee, Director, Chocolate Category & Media, Mondelez India Foods Ltd, said globally, chocolate gifting constitutes nearly 15-35 per cent of the total chocolate market, while in India this is just about 5-7 per cent. “So, we see a huge opportunity for the festive as well as non-festive gifting market to grow in India. Glow will find favour with a niche audience that appreciates quality,” he added.

The total size of the chocolate market in India is estimated at ₹6,600 crore, according to AC Nielsen data, and the chocolate gift market is about six per cent of this.

The company will be importing these chocolates from Europe and is targeting consumers in urban centres. Glow will be available in packs priced in the range of ₹400-600, besides a limited edition box priced at ₹2,000. Mukherjee said these premium chocolates will be launched in metros and the company plans to focus on building the brand in the first year. The brand is also launching a television commercial featuring actors Rajkumar Rao and Aditi Rao Hydari, which will go on air by early October.

He said the company had been investing heavily in infrastructure, such as visi-coolers, as such products needs to be kept in specific conditions. The company has also been educating its distributors, sales partners and retailers in this regard.

“This is important because we believe that consumers who will receive Cadbury Glow as a gift this year will constitute a large set of gifters who will buy them as gifts next year,” he added.

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