The company had in January taken a price hike in line with inflation in most of its product categories. The price of CDM was increased by Re 1 to Rs 16 in January. However, the price revision has now been rolled back.

However, the downward price revision, has been brought about only in CDM. Analysts say, the company may go in for a phased reduction in prices on its other brands like Perk and Picnic, at a later stage. Prices of Perk and Picnic continue to rule at Rs 13 for 35 gm and Rs 14 for 24 gm.

Cadbury India commands a market share of around 72 per cent vis-a-vis competitor Nestle's share of 25 per cent. The total volume of the chocolate confectionery market is in the region of 23,000 tonne, and is valued at around Rs 800 crore. Thechocolate confectionery market is estimated to have grown by about 25 per cent in calendar year 1998.

During the calendar year 1998, Cadbury India posted a 41.19 per cent increase in net profit to Rs 26.22 crore on a 21 per cent increase in net sales to Rs 428.33 crore. Chocolate confectionery contributes around 70 per cent to Cadbury's sales while sugar confectionery is at under five per cent. CDM contributes to the company's sales in a major way with a total tonnage of 5,000 tonne per annum.

New product initiatives has been the key to Cadbury India's exemplary performance during the year, say industry analysts. Cadbury has managed to keep the leadership in hand on the back of brand launches like Perk, Picnic and now, Cadbury Gold. Cadbury's sugar confectionery brand is Googly and it also manufactures malted food drinks under the Bournvita brand. The prices of these products remain unchanged from the January levels.