Cadbury launches upmarket chocolates in India

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BOMBAY -- Cadbury India, the country's largest confectionery products marketer, is expanding into the luxury end of the market with the launch of a new range of chocolates called Truffle. The chocolate extends the British marketer's Dairy Milk franchise in the growing $97 million chocolate market, of which Cadbury holds a 70% share. A dark creamy chocolate, the Truffle sub-brand is available in orange and coffee flavors, with glossy wrapping to push the chocolate's image upmarket.

"We are confident that with the launch of Truffle, Cadbury India will continue to maintain its leadership position in the Indian confectionery market," says Deepak Sethi, director of marketing and sales.

A 51% owned subsidiary of Cadbury Schweppes, the Bombay-based Cadbury India last year entered the hard-boiled sweets market with its Googly range. In a bid to stave erosion of its market share by competitors New Delhi-based Nestle India and Anand, Gujarat-based Amul, Cadbury recently launched promotions like the True Blue offer, in which consumers exchange chocolate wrappers for denim-made gifts and apparel.

Like other multinationals and local marketers, it also participated in India's independence golden jubilee celebrations. The marketer last year spent $7.2 million on marketing its products in the subcontinent.

The media plan for Truffle involves ads via Ogilvy & Mather, Bombay, in print media, and on billboards and bus-stands. To increase in-store awareness, point-of-sale materials will be distributed to retailers.

Besides confectionery, Cadbury Schweppes' interests in India include a presence in the malted drinks segment with its Bourvita brand and soft drinks through wholly owned Cadbury Schweppes Beverages India, a Bombay-based marketer whose Crush orange drink has become the country's No. 2 in that niche since a mid-1990s launch.

Copyright November 1997, Crain Communications Inc.

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