ITC to open India’s first branded chocolate chain
ITC has decided to open up India's first branded chocolate chain by setting up luxury boutiques till now confined to the premises of its hotels. The fast-moving consumer goods major aims to come up with one store each in Delhi and Kolkata by the end of September.
“Spaces have been identified and will be operational sometime next quarter. The identified spaces will be our own in the current phase to ensure quality and a befitting experience for the consumer,” Hemant Malik, chief executive of foods at ITC, told Business Standard.
The company’s luxury chocolate brand Fabelle sells in boutiques inside seven of its hotels. In September last year, ITC had indicated plans to take this brand outside its hotel premises. Since then, it has been scouting for space in luxury malls to suit the brand’s premium positioning and to give the brand good visibility.
“Plans are on to take the range outside ITC Hotels to premium modern trade outlets and select malls as well as Wills Lifestyle stores for greater accessibility and visibility,” Malik told this newspaper.
Currently, the Fabelle boutiques inside the ITC hotels are built over an area of 700800 square feet each.
According to the company, limiting Fabelle to select company-owned hotels was effective, helping the brand to establish itself in the luxury market.