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Perfetti Van Melle partners with Black White Orange to lead Chupa Chups licencing
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Saturday, 02 May, 2026, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Black White Orange Brands Pvt. Ltd., has been appointed by Perfetti Van Melle as the official licencing agent for the iconic confectionery brand Chupa Chups in India.
Under the agreement, it will develop and manage the Chupa Chups licencing programme across the Indian market, expanding the brand into a range of lifestyle and consumer product categories. The programme will focus on strategic partnerships across apparel, accessories, home goods, personal care, back-to-school and other lifestyle segments.
With its vibrant identity and instantly recognisable logo designed by Salvador Dalí in the 1960’s, it has become a pop icon, building a strong global fan base across generations. The licencing initiative aims to leverage the brand’s playful spirit, colourful design language and pop-culture appeal to create innovative consumer products tailored for the Indian market.
Anna Amat, area licencing manager at Perfetti Van Melle, said, “We are thrilled to partner with BWO to expand Chupa Chups’ licencing footprint in India and unlock exciting opportunities beyond confectionery. BWO brings a passionate and dynamic team that truly understands the essence of Chupa Chups and what makes the brand so unique. We are confident that India will soon be bursting with colour, energy, and positive Chupa Chups vibes.”
Mitali Desai, co-founder & COO, Black White Orange, said, “Few brands own indulgence and pop expression the way Chupa Chups does. For us at BWO, the opportunity lies in translating that into a licencing programme driven by bold visual storytelling, pop-colour palettes, elevated design language and distinctive style guides that feel truly new for India. We’re excited to partner with Perfetti Van Melle & build a portfolio of products that are as iconic, playful and visually striking as the brand itself.”
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