Mondelez International's Cadbury Glow to make global debut in India

MUMBAI: Mondelez International's luxury product, Cadbury Glow, will make its global debut in India, to cash in on the growing aspirations of affluent consumers in the country . “From a global lens, the brand Cadbury is extremely strong in India and is an appropriate market for a global launch,“ said Siddhartha Mukherjee, directorchocolate category at Mondelez India.
The new product -pralines with a chocolate filling -will be imported from its Bratislava facility in Slovakia with price tags between Rs 400 and Rs 600 for standard packs and a limited edition box worth Rs 2,000. The brand has been developed after two years of collaboration between the global category and the Indian cross-functional team, Mukherjee said.

Mondelez, which dominates the Rs 7,000-crore nearly `nearly Rs 7,000-crore chocolate market in India with 70% share, clearly sees huge potential in the premium segment. “In most markets of the world, chocolate gifting accounts from 14%-35% of the total chocolate market and in India it has barely touched 6% as per Nielsen,“ Mukherjee said.

Retailers say there's a growing demand for premium products. “Historically, brands have devel oped categories bottom-up via in cremental value addition...there's a need to go beyon the incremental mindset into a nu merator-driven consumer propo sition where price per gram goe out of the equation and sheer de sire to have it takes centre stage, said Devendra Chawla, CEO at Future group's Food Bazaar.

According to market researche Nielsen, super-premium product priced at least two times the cate gory average account for 8% of th total consumer goods market in India and is growing 1.5 times as fast as the premium sector.

Mondelez is one of many consumer goods companies trying to tap interest in high-end t products even as shoppers cut d down discretionary spend heavily last year. So far, it enjoys a comfort able position at the premium end of s the chocolate market though Silk and Bournville though Italian rival “ Ferrero India is fast gaining ground. Mukherjee said Cadbury Glow will be positioned as a yearr round gifting product rather than s just for specially occasions where one of its other brand, Celebrae tions, is sold.