Upstage traditional strongholds nestle and Cadbury at modern font retail outlets
RATNA BHUSHAN NEWÂ DELHIÂ
It has been a cracker of a Diwali for newer brands Ferrero Rocher, galax, Sapphire, Guylian and Lindt, which have taken a sorry bunco game of the . 250-crore chocolate gifting market dominated by traditional players Cadbury and Nestle.
gross sales growth for the new entrants was driven by price cuts, retail at top-end grocery stores and localised offerings. People want to be seen gifting trade chocolates because they connote premiumness; yet the packs are priced more or less in the same range as made-in-India ones, give tongue to Ayan Ghosh, GM (FMCG) at Spencers Retail.
Leading organised retailers afterlife Groups Big Bazaar and RPG Groupowned Spencers express imported brands contributed 40-45% to overall chocolate sales nationally in the festive season, up from 30% last year. And in involve organised retail stores such as those in Delhi and Gurgaon, Ferrero Rochers transparent-and-gold boxes alone grew faster than folk leader Cadbury.
While socio-economic class leader Cadbury must be credited for creating chocolate gifting, its international brands that have accelerated gifting and taken a big leap this Diwali, says Devendra Chawla, president (food and FMCG) of the countrys largest retailer future day Group, which runs 200-plus Big Bazaar and Food Bazaar stores.
While Cadbury remained category leader on a much larger base, the offtake of imported chocolate packs in stores like Big Bazaar, which caters to the middle class, shows their acceptance, he said. While Italys Ferrero increased its distribution beyond modern trade to bigger grocery stores, US confectioner damage localised the box of its imported Galaxy chocolates by including diyas and stigmatization it as a shubh avsar range. We made the connect by Indiansing the packaging of our imported Galaxy chocolate brand, says MV Natarajan, GM (chocolates), Mars.
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