ITC’s luxury chocolate brand Fabelle now available in small format stores

SANGEETHA CHENGAPPA Bengaluru | Updated on January 09, 2018 Published on November 13, 2017

Hemant Malik, Divisional Chief Executive, ITC Foods Division

ITC’s home-grown luxury chocolate brand Fabelle, which was first launched in Bengaluru 18 months ago as a Fabelle chocolate boutique in its ITC Gardenia hotel, will now be available for sale in smaller formats, outside of its luxury hotels.

Fabelle is currently available in chocolate boutiques across seven of ITC’s luxury hotels in five cities.

“We opened our first small format store in Kolkata’s Quest mall where we sell only boxed chocolates, before Diwali, and the next one is due to open in Delhi’s Saket Citywalk mall before new year. We are testing them out, to see that the experience is not diluted,” Hemant Malik, Divisional Chief Executive, ITC Foods Division, told BusinessLine. “We have seven Fabelle chocolate boutiques which are about 2,000 sq ft in size, in our hotels in Bengaluru, Delhi, Mumbai, Kolkata and Chennai. Our next hotel is coming up in Hyderabad which will house our eighth Fabelle chocolate boutique in mid- 2018. The year after, we have a hotel coming up in Kolkata which will also have a Fabelle chocolate boutique” said Malik.

Fabelle chocolates are made out of cocoa sourced from Ghana, Equador, Sao Tome, Madagascar, Venezuela, Ivory Coast, to name a few. It does not contain added vegetable fat, but contains cocoa butter. The chocolates have between 33 per cent to 84 per cent of cocoa in it and are priced starting at ₹495 for a box of five pralines and ₹1,800 for a box of 12 single origin cocoa bars, including taxes.

“We recommend what beverages should be paired with the single-origin bars. For instance, the Madagascar bar goes well with jasmine tea, because the cocoa has a very floral taste to it. Similarly, the Sao Tome bar goes very well with Americano black coffee,” explained Malik.

Chocolate desserts are also available at Fabelle boutiques, priced at ₹500 up to ₹625, including taxes.

All the chocolates are made in ITC’s factory in Hoskote, Bengaluru, which is manned by 80 people.

Published on November 13, 2017
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