The FMCG conglomerate, Dharampal Satyapal Group (DS Group), is set to open the first exclusive brand outlet of Swiss chocolate brand Laderach in Delhi this July.
The boutique will be constructed as a premium store following the directives provided by Laderach headquarters.
Earlier this year, DS Group, the parent company of well-known brands like Pulse, Rajnigandha Silver Pearls, Chingles, and Paas Paas, formed a partnership to introduce the premium chocolate brand Laderach in India. DS Group will handle the repackaging and distribution of the Swiss-made products imported into the country.
Rajiv Kumar, DS Group’s Vice Chairman, said, “According to the reports, the per capita consumption of chocolates in India is too low as compared to the global standards. So, on similar lines chocolate consumption is expected to further grow in India.”
He emphasized that the luxury market in India is predicted to expand at a faster pace due to the rapid adoption of luxury.
Over the next two years, DS Group and Laderach intend to launch roughly 5-7 stores in key metropolitan cities across India. The brand will not only be available through exclusive outlets but will also be sold through shop-in-shops, e-commerce platforms, and airport stores targeting India’s premium audience.
In India, the retailer is also exploring opportunities in the corporate, wedding, and event gifting sectors for Laderach.
Without sharing any revenue targets, Kumar said, “Our focus is never primarily on the numbers. We will instead be focusing on brand building and distribution. The larger aim is to keep the exclusivity of the brand intact.”
DS Group has expanded its premium product portfolio in the market by adding Laderach to its brand lineup. The company’s existing premium brands consist of Le Marche, L’Opera, Uncafe, and Les Petits.
In regards to the strategy of selling a premium brand in a price-sensitive market like India, Kumar stated that price is not an issue for the company, and their aim is to provide the highest quality to their customers.
Citing the FMCG giant’s previous launches, he said, “We were the first ones to move the 50 paisa candy market to INR 1. Now everybody is selling at INR 1. In a way, we cater to the premium segment.”
According to Kumar, DS Group has plans to develop or introduce various categories that cater to all market segments, going beyond just the premium audience.
