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“We focus on innovations tailored to tropical markets”
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Monday, 25 November, 2024, 08 : 00 AM [IST]
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 Located in Pune, Fererro India, started it operations in the year 2004. The company started its factory in Baramati and started manufacturing Kinder Joy and Tic Tac on larger scale. It is an incorporation of a multi production group. The products are exported to China, the Middle East & South East Asia. Zoher Kapuswala, marketing head, Pralines, Ferrero India, in an email interaction with Harcha Bhaskar talks about the company’s latest launch Raffaello and its postioning in the Indian market. Excerpts:
Tell us briefly about your company.
Ferrero India started its commercial operations in 2004 and became a significant player in the country. By 2007, the Government of Maharashtra granted it a mega-status project for its state-of-the-art production plant at Baramati, near Pune. It is now a production hub for Asia and the Middle East, exporting half of its local production. Headquartered in Pune, the company operates regional sales offices in Chennai, Delhi and Kolkata with a strong distribution network across Indian metros and mini metros. Our prominent brands in India include Nutella, Kinder, Tic Tac, and Ferrero Rocher. The company’s sustainability initiatives, like the ‘Kinder Joy of Moving’ (KJOM) programme, the Pietro Ferrero Kindergarten in Baramati, local Anganwadis, and its 3MW rooftop solar installation, are also noteworthy.
Tell us about your product profile.
We introduced Raffaello globally in 1990. This delicacy features a whole white almond in a creamy filling, enclosed in a crispy wafer, dusted with coconut flakes. Perfect for sharing or enjoying during personal relaxation, Raffaello is a symbol of pure, light-hearted pleasure.
Give us some strong points about your products.
- Expansion of the Ferrero portfolio with Raffaello.
- Raffaello is suitable for everyday consumption and gifting.
- A multisensory combination of crispy wafer, creamy filling with an almond centre.
- High-quality ingredients.
- Available across various retail and distribution channels.
- A globally recognised brand known for offering unique, pleasurable experiences.
How are these new products different from those of your competitors?
Raffaello sets itself apart through its premium Italian heritage and its distinct taste profile. The combination of high-quality ingredients and a unique texture delivers an experience that is light yet indulgent. Its presentation, and versatility for gifting or self-consumption make it stand out from competitive products that may focus solely on indulgence rather than offering a balance of lightness and pleasure.
Tell us about your price points.
Raffaello is available in two pack sizes.
- 15-piece pack priced at Rs 450, ideal for gifting and sharing.
- 3-piece pack priced at Rs 99, perfect for self-consumption.
What are your other plans such as expansion, diversification and collaboration?
We began as a four-brand company with Tic Tac, Kinder Joy, Nutella, and Ferrero Rocher. Over the last five years, we’ve expanded our portfolio by launching products like Kinder Schoko-Bons Crispy (KSBC), Ferrero Rocher Moments (FRM), Kinder Creamy (KC), Tic Tac Seeds, Ferrero Collection (FC), and now Raffaello. This ongoing expansion reflects our dedication to providing consumers with more diverse offerings.
Tell us about your manufacturing facilities.
Our state-of-the-art manufacturing facility is in Baramati, near Pune. We manufacture Kinder Joy, Tic Tac, Kinder Schoko-Bons Crispy, Ferrero Rocher Moments, Kinder Creamy in our Baramati plant.
Tell us about the R&D that goes into your products.
Ferrero operates both global and local R&D teams, focusing on innovations tailored to tropical markets like India. These efforts ensure that our products are adapted to local tastes and preferences.
How big is the chocolate market in India?
According to Euromonitor, the Indian chocolate market is estimated to be worth Euro 3.2 billion in 2024 and is expected to grow with a CAGR of 5.8% over the forecast period (2024–2029).
What trends have you noticed in the chocolate segment?
Some key trends in the chocolate segment include:
- Premiumisation, with consumers seeking unique, high-quality experiences.
- Increasing demand for more personalised and specific gifting solutions.
- Exclusive and innovative offerings that cater to India’s evolving taste preferences.
What are your views on e-commerce platforms, and what role do they play in selling your product?
The Indian consumer is evolving rapidly, embracing multiple channels to meet their needs. Convenience is a key driver, and the digitisation of retail plays a significant role in enhancing the customer experience. E-commerce platforms allow us to reach a broader audience and cater to consumers’ demand for convenience and accessibility.
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