Mars has launched premium tablet chocolate brand Galaxy (also known as Dove) in India at a reduced price point.
Mars said that products will be accessible to Indian consumers at a price of Rs15 ($0.24). By comparison, in the UK, 46 g bars retail at around £0.50 ($0.81) or £1.09 ($1.76) for 100 g bars.
MV Natarajan, general manager of, Mars International India’s chocolate business said: “India is the world’s fastest growing chocolate market and the moulded chocolate segment is the fastest growing. India is a very important market for Mars.
“With this launch, we are entering an extremely dynamic segment with our business objective of growing our product range in India.”
Mars has designed the packs to be opened sideways rather than on the top and have introduced a reseal feature.
The Galaxy launch is supported by an advertising campaign featuring Bollywood actor Arjun Rampal and model Sapna Pabbi.
The brand is sold as Galaxy in the UK, Ireland and the Middle East, but is marketed as Dove in other parts of the world.