The Hindu Business Line : Cadbury to focus on ‘power brands’

More punch: (From left) Mr Atul Bhatia, Executive Director (Science and technology), Cadbury India; Mr Anand Kripalu, Managing Director; Mr V. Chandramouli, Executive Director (Strategy), and Mr Sunil Sethi, ED (Sales and customer development), Cadbury India, at the launch of new ‘Perk’, in Chennai on Monday.

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Chennai, Nov. 9 Cadbury India will intensify the focus on its power brands and on beefing up its supply chain management.

“As power brands – six chocolate brands, two candy brands, chewing gum brand Bubbaloo and milk food drink Bournvita, contribute a chunk of our turnover, we are planning to focus more on them through continuous innovation and product development,” said Mr V. Chandramouli, Executive Director (Strategy), Cadbury India.

Launching the new version of its ‘coated wafer’ brand Perk with ‘Glucose Energy’ in the Indian market here today, Mr Chandramouli said with the new formula and increased grammage at the same price points, the company is targeting the youth segment.

According to him, the new Perk will have added glucose to give energy. The new packaging will have two pieces at Rs 5 for 21 gm and singles (7.5 gm) at Rs 2.

“This is the first offering under the Cadbury India brand to contain glucose, and it took the company over three years to develop this new formula,” said Cadbury India’s Managing Director Mr Anand Kripalu.

The Indian chocolate market, which is currently pegged at Rs 2,000 crore is growing at 20 per cent year-to-year. And, “we have clocked a growth of 23 per cent in 2008,” he said.

However, Mr Chandramouli says that the per capita consumption of chocolate in India is very low at 54 gm compared with the developed markets such as the UK, which is at 10.5 kg, and the US at 5 kg. “Hence, growing the overall chocolate category is a big opportunity and a challenge for us,” he said.

The Rs 1,600-crore company is the market leader with a 70 per cent share of the Rs 2,000-crore chocolate market and a little over 32 per cent share in the overall confectionery market.

Besides, its milk food drink brand Bournvita has a 15.6 per cent share of the milk food drinks market.

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