New Delhi – 5th March 2025 – Morde, India’s leading B2B chocolate manufacturer, is thrilled to announce the launch of its fresh, new brand identity and packaging at Aahar 2025, the International Food & Hospitality Fair, taking place in New Delhi from March 4-8. This unveiling marks a significant milestone in Morde’s evolution, representing the first major rebranding as the company enters its 5th decade of existence, and reflecting its commitment to empowering customers and solidifying its position as a leader in the chocolate industry.
Founded in 1983 by Chairman M. Chandrakant Morde, the company began by supplying local bakeries and artisans, steadily growing to serve three generations of customers, including renowned names and several leading consumer biscuit and ice cream brands. This rebranding initiative signals a new era, building on its legacy while embracing the future.
Aahar provides the perfect platform for Morde to showcase its new look to a wide audience of industry professionals, distributors, and potential partners. The timing aligns perfectly with the company’s strategic growth plans, allowing Morde to connect with key stakeholders at the beginning of the new fiscal year and capitalize on the increased business activity surrounding the event.
Evolving with the market
The new brand identity embodies Morde’s dedication to “Dream Higher,” encouraging its
customers to reach new heights in their businesses and achieve their aspirations. The refreshed logo and packaging designs are modern, vibrant, and reflect the quality and innovation that Morde is known for. The new packaging will begin rolling out on shelves shortly after the exhibition.
This rebranding initiative responds to evolving customer needs in the B2B chocolate market. Customer needs have shifted from a focus on quality and value to desires for prestige and confidence. Morde recognizes the need to connect with its customers emotionally, offering chocolate and much more.Morde has fostered strong customer relationships by offering unique experiences like the Chocolate Academy, building community, and demonstrating alignment with evolving customer values. This strategy differentiates Morde from competitors and builds lasting customer loyalty. This shift is driven by a larger cultural context where customer aspirations have changed.
Essentially, B2B chocolate customers have moved from simple baking to gourmet baking, where culinary skill has become an art form. Morde, with its diverse product range, exhibits not only a passion for chocolate but also pride in its operations, making it the ideal partner for customers who share this passion and pride.
Taking flight with the new logo
The new Morde logo visually represents the transformative power of chocolate, from cocoa bean to delectable treat. The bird logo depicts the “flight of dreams,” symbolizing Morde’s own aspirations and its commitment to helping customers achieve theirs.
“Our new logo reflects the passion, pride, and pursuit of dreams that both Morde and our
customers embody,” says Harshal Morde, Director, Sales and Marketing. “We are excited to embark on this new chapter, and we believe our fresh look and messaging will resonate strongly with our customers. Aahar provides us with an unparalleled opportunity to connect with the industry and showcase our commitment to innovation and excellence.”
At Aahar, Morde offers its customers the opportunity to experience the new brand identity firsthand and learn more about the company’s comprehensive growth strategy, which includes capacity expansion, global reach, product innovation, sustainability initiatives, and community engagement.