|
Spices
Board starts selling chocolates infused with chilli, cardamom, cloves,
cinnamon and cumin in Kochi; to rope in partner for the venture
Nuts and raisin are passe. Chocolate connoisseurs can now satisfy their
sweet cravings by indulging in chocolates laced with traditional Indian
spices. Chilli, cardamom, cloves, cinnamon and cumin could be some of the
flavours targetted at the niche customers and the hospitality sector.
The Spices Board of India is currently selling flavoured chocolates in
Kochi and is scouting for a partner to venture into mass production. Other
regional chocolatiers see a growing demand by expats and NRIs.
Sale of spice-flavored chocolates in gift boxes has just started at the
Board’s signature store ‘Spices India’ at Lulu Mall in Kochi. The
chocolates are sold under its popular ‘flavourit’ brand at . 900 for a
180-gm pack.
A Jayathilak, chairman of the Spices Board, said the outlet is a pilot project
with various valueadded products including the spice-flavoured chocolates.
“Depending on the success of this stall, the Board may go for more outlets
across the country and in overseas as well,” he said.
A person in the design and development of the spice-flavoured chocolate
said there is much more to spices than its use in cooking. “By coming up
with these chocolates, we aim to increase the consumption of spices and
bring the global experience to Indians,” he said, acknowledging that they
were in talks with a leading domestic chocolate manufacturer. The industry
pegs the chocolate market at . 5,000 crore with an annual growth of 15%.
Increasing purchasing power and gifting trend in the country are expected
to boost the market. The flavoured chocolates remain a niche product with
global players like Lindt, Heidi, Torres, Valor, Whittakers selling various
flavours at specialty stores and airports. Globally, chocolates with
flavours of salty cashew nuts, beef, bacon, barbequed potato chips, peanut
butter, banana are popular.
“There is a particular segment of consumers who prefer flavoured
chocolates. We produce cardamom and orange-flavoured chocolates to cater to
this growing segment. Overall, the demand for chocolates is moving up by
20-25 % a year,” said Suresh Bhandary, MD at Mangalore-based Central
Arecanut and Cocoa Marketing and Processing Co-operative (Campco). Campco,
which markets chocolates in its own brand, plans to raise its annual
chocolate production capacity to 21,000 tonne by 2015 to meet the growing
consumption of chocolates.
“Demand is coming from fivestar hotels, corporates and a niche client
segment. Just like cheese and wine, flavoured chocolates are an emerging
market which will grow with the expansion of modern retail and confectionary
shops,” said Renny Jacob, MD, Cacobean Chocolatier. The cocoa supplier to
Cadbury India and chocolate manufacturer for Spices Board, Starbucks, Café
Coffee Day, Costa Coffee and supermarket chain Metro cash and carry is
currently having a cacpity to manufacture one tonne per day.
Discerning customers, largely expats and NRIs, are also driving the demand
for new flavours, said Nikhil Mittal, a leading chocolate manufacturer in
Chandigarh.
His recent order for an NRI groom was chocolate flavoured with vodka and
chilli to be gifted along with the wedding cards.
“A national player who introduces these varied flavours might bring
products at a competitive price as limited orders ensure that these
value-added chocolates’ prices remain high at . 2,000 a kg compared to .
500-1,000 of normal chocolate,” said Mittal.
Gourmet chocolate manufacturers rue that the country has not been able to
cash-in on the advantage of its natural resources and flavours to market it
globally. “Chilli chocolate is synonymous with luxury swiss chocolate
company Lindt and coconut chocolate by American chocolate brand Bounty.
None of the raw material is grown in their country. A chocolate with paan
can be an Indian specialty for at least domestic taste buds,” added Jacob.
|
No comments:
Post a Comment