As rural India develops taste for chocolate, Cadbury gets a big bite
Cadbury choc's out a plan
“Villagers can afford premium chocolates now,” he said.
India's growing sweet-tooth
Last year, chocolate sales in India jumped 15.4% after the government, keen to win re-election, overhauled its national sales tax for many items. The cut in tax to 18% from 28% reduced chocolate retail prices and companies nearly tripled the amount they spent on promotions, according to market research firm Nielsen.
Mondelez says its Cadbury brand, which has worked for decades with WPP’s Ogilvy India on Bollywood star-studded TV ads, is spending more on marketing. And to tap online demand, the company has created a Cadbury-only store on Amazon.com that personalizes gift boxes for India’s year-round festivals.
It is also introducing new products. Last month, it launched a low-sugar Dairy Milk bar, addressing a growing market for healthier products in India where 9% of adults have diabetes.