Ferrero India launches premium chocolate
Ferrero India has entered the premium chocolate bar segment with two new variants, priced at Rs 499 for a 90g bar.
Ferrero India has launched premium chocolate bars in the Indian market. The subsidiary of the Ferrero Group announced its entry into the premium bar segment on September 8, introducing Classic Hazelnut and 70% Cocoa Hazelnut variants.
According to a company statement reported by Business Standard, this move is part of an effort to increase market share. The strategy leans on a consumer shift towards premium products and an expansion of retail distribution, including adding more coolers in stores.
Market Context and Growth Targets
India's overall chocolate market is growing at approximately 7-8% annually. The bar segment within it is expanding at a similar rate. The total bar category is estimated to be worth Rs 20,000 crore, though the premium segment within it remains very small.
Zoher Kapuswala, marketing head for Ferrero India Subcontinent, stated the company's ambitions clearly. "The chocolate market is growing at 7-8 per cent. We are targeting to grow faster than the category and gain share," he told Business Standard. Kapuswala added, "Ferrero will grow at double-digit for sure."
Product Details and Pricing
The company is entering the segment with two specific product variants. Each bar weighs 90 grams and carries a maximum retail price (MRP) of Rs 499.
| Variant | Weight | MRP |
|---|---|---|
| Classic Hazelnut | 90g | Rs 499 |
| 70% Cocoa Hazelnut | 90g | Rs 499 |
Retail Distribution Strategy
Ferrero's rollout will be phased. The bars will first be available on quick-commerce platforms. Distribution will then expand to modern trade outlets and premium stores in key metropolitan cities.
This approach is seen as part of a broader initiative to support the brand through e-commerce, quick commerce, and digital media. Ferrero India currently reaches nearly 1 million stores nationwide. Its distribution, however, is selective, primarily targeting metro, Tier-1, and Tier-2 markets.
Marketing and Promotional Plans
The launch is supported by a campaign titled "Ferrero Rocher is a Bar." It will be amplified across out-of-home (OOH) advertising, digital channels, and creator collaborations. A promotional film featuring actor Hrithik Roshan is also part of the campaign.
Ferrero has timed its marketing activations around major Indian festivals. The brand was activated during Onam, with further activity planned for Ganesh Chaturthi, Durga Puja, Dussehra, and Diwali.
