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Nestle unwraps new products in India

Published on .

BOMBAY -- Nestle India has begun test marketing its Quality Street and After Eight chocolates in India only months after the Indian government allowed imports of chocolates from overseas.

Positioned as upscale brands, the chocolates will initially retail in the country's New Delhi capital, also the hub of the $335m Nestle India's operation. Only certain upmarket stores in the city will stock the brands. A carton of Quality Street costs $4.85.

Nestle's new offerings in the $300m Indian confectionery market will increase competition for Bombay-based Cadbury India, which holds an estimated 70% share of the chocolate segment through locally-made products.

The Swiss marketer's 51%-owned Indian arm recently launched Mithaimagic, a premium milk-based sweet preparation made in the local style. As part of its renewed launch drive, Nestle also extended its Maggi noodles line to include ready-to-eat macaroni snacks in different flavors.

Copyright October 1997, Crain Communications Inc.

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