Would you prefer a dark chocolate with flavours of mango-ginger, pedda rasalu mango, chakkarakeli banana or chilli orange, kulfi, kesar pista, paan? From domestic chocolate brands to global chocolate makers, Indian flavours are finding their way into chocolates, giving sweet lovers the best of both mithai and chocolate. Be it brands like Mondelez, Mars Wrigley or Manam Chocolate, all of them have unique Indian flavours to entice the domestic customer.
Mars Wrigley India has launched a kesar pista flavour of its popular chocolate, Snickers, besides India-only variants Snickers Cashew, Snickers Butterscotch and Snickers Berry Whip, a strawberry-flavoured bar that is being locally manufactured for the Indian market. The company is also locally producing Galaxy Fusions Dark Chocolate in Pune.
Mondelez India, too, has ventured into unique-to-India products, introducing Madbury in 2019 in indigenous flavours like chilli-orange, gulaab-ae-khaas, crispy rabri, nutty kulfi, panjeeri, tangy mango, and crunchy cola. Other innovations include Cadbury Dairy Milk Silk Mousse that combines a micro-aerated mousse filling inside a Cadbury Dairy Milk Silk chocolate bar.
Says Nitin Saini, VP marketing, Mondelez India, “Our expansion focuses on innovative formats and flavours such as nut-infused, aerated and centre-filled varieties, which have successfully attracted a new section of consumers. Through initiatives like Madbury, now in its fifth edition, we’ve been able to consistently innovate and introduce exciting, culturally resonant flavours.”
Hyderbad-based Manam Chocolate brings an Indian craft chocolate experience, born of Indian origin cacao and crafted by Indians. “It’s a heartfelt nod to our Indian roots, our collective experiences of consuming, gifting and sharing chocolate,” says Chaitanya Muppala, founder, Manam Chocolate, adding that the response to the products inspired by familiar Indian tastes fused with novel global preferences has been overwhelming since its launch in August las year. The brand has a retail presence in Hyderabad and sells online to consumers in Mumbai, Delhi and Bengaluru.
“As the festive and wedding season draws close, consumers are eager to gift an Indian brand, not just for the flavours and offering but the contemporary Indian feel of the brand. From 60% dark chocolate tablet sweetened with jaggery to sesame halwa fudge and coconut and curry leaf bon bons and a plethora of local flavours and ingredients, this season Indian craft chocolate is the top pick for festive gifting,” adds Muppala.
The Diwali snacking tray by Manam Chocolate offers raspberry, chilli chocolate popcorn dragees, maple and curry leaf mixed nuts, lime and thyme spiced almonds, cashew praline clusters, double chocolate hazelnut dragees and candied orange wheels.
And, if chocolate makers are infusing their offerings with Indian mithai flavours, mithai makers have been adding chocolate to their offerings too.
Indie Bites by Bombay Sweet Shop has a handmade rich kaju katli layered with a silky 54.5% dark chocolate ganache dusted with Dutch cocoa powder, reimagining the classic Indian sweets for today’s generation.
Most sweet brands also have chocolate variants in their offerings, be it barfi, peda, baklava or chocolate-coated nuts and pralines.
Haldiram’s has a Cherish collection of premium chocolates, and as Kailash Agarwal, president, retail, Haldiram’s, says, “Exchanging chocolates is an integral part of celebrations. We have incorporated chocolates into our mithai range to cater to the growing taste for fusion sweets perfect for a festive palate.”
As per Sanskriti Gupta, official spokesperson for Läderach India, “Chocolates are a popular gift choice in India, and our coconut offerings enhance the richness of chocolates.”
For the festive season, Tata Starbucks has partnered with Bombay Sweet Shop to create a selection of mithai-inspired desserts like gulab jamun trifle, khubani barfi bar, and white choco kaju nankhatai.
Mintel research also indicates that Indian consumers are interested in trying unique food and drink flavours. There is a market for mithai-flavoured chocolates, particularly those promising a premium offering, and a significant 33% of chocolate consumers in India are interested in trying Indian mithai-inspired flavours in chocolate, says Mintel research. Flavours like gulab jamun, rasgulla and jalebi are among the most popular mithai flavours in chocolate.
The Indian chocolate market is anticipated to surge to $4.1 billion by 2028, showcasing an impressive CAGR of 8.8% between 2023 and 2028, as per a report by IMARC (International Market Analysis Research and Consulting). The market is fuelled by the proliferation of e-commerce platforms nationwide, enabling convenient access to various domestic and international chocolate offerings.
As per Innova market insights, global adventurous consumers are on the lookout for new chocolate flavours and experiences to challenge their preferences. Innova’s research shows that 100 flavours have grown in launch count between 2018 and 2022. The top five trends in these emerging flavours are brownie, date, yoghurt, honeycomb and salt.
The global chocolate flavours’ market is projected to proliferate exhibiting a CAGR of 4.7% from 2023 to 2033 as per Future Market Insights. The market is estimated to be valued at $411.58 million in 2023 and is projected to reach $651.50 million by 2033.
Global chocolate brand Lindt & Sprüngli group is known for its wide range of flavoured chocolates. The products feature flavour combinations such as salted caramel, strawberry & cream, mint, orange, lime or chilli. “Lindor and Excellence are very popular with Indian consumers, for which the brand offers products for both self-consumption and gifting,” says a Lindt & Sprüngli spokesperson, the luxury Swiss chocolate makers of the popular brand Lindt, currently present in premium outlets in India and e-commerce platforms.
