Confectionery major Perfetti Van Melle has appointed Black White Orange (BWO) as the official licensing partner for its flagship brand Chupa Chups in India, as it looks to expand beyond its core sweets portfolio into lifestyle and consumer product categories.
Under the agreement, BWO will lead Chupa Chups’ licensing programme across segments, including apparel, accessories, home products, personal care, and back-to-school merchandise. The mandate includes building partnerships with manufacturers, retailers, and collaborators to tap into India’s growing demand for branded merchandise.
Founded in 1958, Chupa Chups has evolved into a globally recognized pop culture brand, known for its vibrant identity and playful design language. The company now aims to extend this brand equity into new categories tailored for Indian consumers.
Anna Amat, Area Licensing Manager at Perfetti Van Melle, said the partnership with BWO is aimed at accelerating the brand’s presence beyond confectionery. She added that the agency’s understanding of the brand and local market positions it well to translate Chupa Chups’ distinctive identity into new product formats.
Mitali Desai, Co-Founder and COO at Black White Orange, said the focus will be on building a design-led licensing ecosystem rooted in strong storytelling. She noted that the opportunity lies in adapting the brand’s global appeal into products that feel relevant and contemporary for Indian consumers.
The move comes amid steady growth in India’s licensing and merchandising market, driven by organised retail expansion, e-commerce penetration, and rising consumer interest in global brands. The rollout of licensed Chupa Chups products is expected to take place in phases across retail and digital channels.
With this partnership, Perfetti Van Melle is looking to position Chupa Chups not just as a confectionery brand, but as a broader lifestyle label in the Indian market.