Lotte India, the local arm of South Korea’s Lotte Group, is shaking up the snack aisle with the launch of its first-ever biscuit snack for the Indian market — Pepero. Already a cult favourite in Korea, Pepero is making its official India debut in two variants: Original and Crunchy.
The move marks Lotte India’s entry into the fast-growing biscuit snack segment, with the company setting its sights on ₹2,000 crore in revenue this year.
“Pepero is hugely popular in Korea, but what we’re bringing to Indian shelves is a twist on the original — slightly sweeter, to suit local palates,” said Milan Wahi, Managing Director of Lotte India, during a press briefing. “This isn’t just an import; it’s been developed for Indian consumers and is proudly made in India.”
Crafted at Lotte India’s new facility in Rohtak, Haryana — the company’s first manufacturing plant outside South Korea — the biscuit sticks are part of a bigger game plan. The plant is backed by a ₹475 crore investment, with ₹225 crore earmarked specifically for Pepero production. Another ₹15 crore is going into a marketing blitz to establish the brand in a competitive market.
Wahi explained that the brand is targeting India’s massive Gen Z population, a group 377 million strong, with a positioning that blends mass appeal with a premium edge.
“Snacking in India is no longer just about hunger. It’s about self-expression, routine, sharing, and even identity. We believe Pepero fits right into that cultural moment,” he said.
While Pepero already commands a $1.3 billion market back home in Korea, Lotte Group is aiming for a tenfold expansion globally — targeting $13 billion in brand value over the next decade. India is the launchpad for that vision.
Wahi also confirmed that India would serve as an export hub for Pepero, with plans to ship locally-made variants to the Middle East and Far East in the next phase.
