Confectionery major Perfetti aims to consolidate position in India

G Balachandar Chennai | Updated on January 07, 2019 Published on January 07, 2019

Rajesh Ramakrishnan, MD, PVMI   -  Bijoy Ghosh

Perfetti, a leading global manufacturer of confectionery and chewing gum products, seeks to consolidate its market leadership position in India going forward, helped by its differentiated product offerings and vast distribution network.

The company, which will be celebrating its 25th year of operations in India, leads the Indian sugar confectionery market with more than 20 per cent market share.

“Since 2019 being our 25th year in India, we have also lined up launches and initiatives,” Rajesh Ramakrishnan, Managing Director of Perfetti Van Melle India (PVMI) told BusinessLine.

He explained that Perfetti achieved a leadership position in India by way of successful adoption or customisation of its products with different flavours to cater to the Indian palate.

Exploring multi-packs

It has also been coming out with some creative packaging for new variants of its products under Center Fresh and Chupa Chups brands at higher price points to cash in on the emerging opportunities in the multi-pack market.

Though India is still a mono-pack market , modern trade and e-commerce are slowly driving the customer upgrades to newer segments in India.

“We will continue to address these requirements and there would be a growing mix of sticks or boxes (multi-packs) in our offerings,” he said.

Hybrid products

Perfetti has also been focusing on hybrid product strategy. “In Chupa Chups, we launched for the first time a gum-filled lollipop. In India, people used to consume guava with a bit of spice or salt on it. So, we created a jelly product with a guava flavour with an element of spice. Creating different customer experience is also a key part in our strategy,” said Ramakrishnan. He stated that the Indian confectionery market was still in its initial growth years when compared with the mature markets.

Published on January 07, 2019
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