Nov 20, 2020
The chocolate market in India is estimated to be around Rs 11,000 crores and is primarily dominated by the FMCG segment which offers chocolates in conventional formats at popular price points. Having said that, a sizeable number of consumers also seek premium and international chocolate experiences.
ITC’s luxury chocolate brand Fabelle has added another product to its portfolio – the ‘Fabelle La Terre’, an artistic re-imagination of 100 percent earth positive chocolate. According to ITC Ltd COO- (chocolate, coffee, confectionery and new category development – foods division) Anuj Rustagi, the proficiency in understanding the Indian palate and delivery of luxury chocolate offerings at par with global standards have helped them build strong consumer base across age groups. The boutiques of Fabelle and online presence through e-commerce platforms and food delivery agents like Swiggy and Zomato have enabled it to take one-of-its-kind chocolate experiences closer to the consumers.
In the near future, the brand is aiming to become a significant player in the market, similar to what ITC has achieved in categories like atta, noodles, biscuits, and others, related Rustagi.
ITC’S Fabelle’s first chocolate boutique to retail chocolates in the country opened in 2016 from Bengaluru and has expanded to 14 boutiques across the top six metros. To further extend these experiences to the masses, the brand entered the premium mass segment in 2018 in two unique formats – center-filled bars called Fabelle Soft Centers, and multi-layered bars known as Fabelle Choco Deck.
Fabelle chocolate is priced in the range of Rs. 350 to Rs. 1,00,000 in the luxury segment, and Rs. 25 to Rs. 350 in the mass premium range. So far, it has been catering successfully to consumers across relevant age groups and SECs. The brand’s media choices have been to sharp target consumers in key geographies using digital as a key medium. This enables the consumer to get more information and engage with brands directly, especially in the luxury segments.
Besides digital, positive word of mouth has been a key part of Fabelle’s marketing communication mix in building the brand’s familiarity amongst the larger audience, alongside our new, trendsetting launches like Ruby Gianduja, Trinity Truffles, Fabelle La Terre and work with chocolatiers like Billie McKay, Sarah Todd, etc have given Fabelle the desired visibility.