Rajhans builds arsenal to be India’s premium choc leader with Hoppits launch
Rajhans Nutriments, a division of the group, last week introduced premium chocolate brand Hoppits on the Indian market to create a niche segment for granola dark chocolate bars.
Earlier this year the group, which has its main business in real estate, made its first foray into the confectionery market by launching the Schmitten brand. It told ConfectioneryNews in September that it was aiming to become India’s leading luxury chocolate company.
Niche segment for granola dark chocolate bars
“With the unveiling of Hoppits, we want to create a niche segment for Granola Dark Chocolate bars that appeal to the evolved connoisseur of chocolate,” said Jayesh Desai chairman of the Rajhans Group.
“We launched Schmitten; premium chocolate made from Swiss technologies & equipment’s from UK and Europe a few months ago with seven exciting variants and received excellent response from the trade/consumers.”
Hoppits will fall under the Schmitten range. The Hoppits brand includes four variants: Rich Caramel with Golden Nougat, Roast Almond with White Nougat, Dark Chocolate with Granola and Nuts, Dark Chocolate with Granola and Fruits.
The 25 g and 40 g bars will retail for INR 25 ($0.39) and INR 40 ($0.63) respectively. The brand launch was supported by Bollywood actor Priyanka Chopra.
The Schmitten brand is manufactured in Gujarat, India, and is aimed at Indian’s youth and young adults.
Indian chocolate market
The Indian chocolate market is dominated by Mondelēz, which commands a 62% share, ahead of nearest rival Nestlé on 18%, according to ValueNotes data. Mondelēz recently premiumized its Bournville brand to appeal to the increasingly affluent Indian consumer.
ValueNotes expects the Indian chocolate market to grow at compound annual growth rate (CAGR) of 16% over the next five years to reach INR 122bn ($2bn) by fiscal 2019.
Indian Chocolate Market
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