Ferrero India plans to outpace the overall chocolate market as it expands premium products and retail distribution ahead of the festive season
New Delhi: Ferrero Rocher is targeting double-digit growth in India during the upcoming festive season, as the premium chocolate brand looks to expand its retail presence and capture a larger share of the country’s growing chocolate market.
Ferrero is strengthening distribution by expanding the number of retail outlets equipped with new refrigerators and coolers, while also increasing its focus on premium products. The company plans to use e-commerce, modern trade, quick commerce and digital media to drive visibility and sales during the festive period.
According to Johar Kapuswala, Head of Marketing, Ferrero India Subcontinent, India’s chocolate market is currently growing at around 7-8% annually, and the company expects to grow faster than the overall category.
“Our aim is to grow faster than the category and increase our market share. Ferrero will certainly grow at a double-digit rate,” Kapuswala told Business Standard.
Festive Season a Major Growth Opportunity
Ferrero is particularly optimistic about India’s gifting season. The company has already started brand activities around Onam and plans to step up its presence during major festivals, including Ganesh Chaturthi, Durga Puja, Dussehra and Diwali.
“We are very positive about the gifting season this year,” Kapuswala said, adding that Ferrero’s growth in recent years has remained ahead of the overall category growth.
The company has increasingly expanded its presence beyond traditional festive gifting, using regional celebrations and cultural occasions to connect with consumers across different parts of India.
Premium Chocolate Segment in Focus
India’s overall chocolate market is estimated to be growing at around 7% a year, while chocolate bars are also expanding at a similar pace.
Chocolate bars account for roughly half of the overall chocolate market, with the total bar category estimated at around ₹20,000 crore. However, the premium segment remains relatively small, giving Ferrero an opportunity to build a new growth area.
Ahead of the festive season, the company introduced Ferrero Rocher Bars in India as part of its strategy to strengthen its presence in the premium chocolate segment.
Kapuswala said the premium segment is currently small but has significant potential for future growth. Ferrero aims to benefit from rising consumer demand for premium products while establishing a stronger position in the category.
The launch of Ferrero Rocher Bars is also aimed at tapping into occasions where consumers want to share products and enjoy a more premium taste experience.
Expanding Beyond Traditional Gifting
Ferrero Rocher has built much of its presence in India around the gifting market. The brand initially gained strong traction around Diwali, but its gifting strategy has gradually expanded to include occasions such as Raksha Bandhan, Valentine’s Day and several regional festivals.
Over the past 15-16 years, Ferrero Rocher has steadily increased its engagement around major national and regional occasions, including Onam, Ganesh Chaturthi, Eid, Durga Puja and Navratri.
The company’s broader festive strategy reflects the changing nature of India’s chocolate market, where premium products are increasingly being positioned not just as gifts but also as products for personal indulgence and sharing.
E-Commerce and Quick Commerce to Drive Reach
Ferrero is also looking to strengthen its digital presence as consumers increasingly use online platforms for grocery, gifting and impulse purchases.
The company plans to leverage e-commerce, modern retail, quick-commerce platforms and digital media during the festive season to reach consumers more effectively.
With premiumisation, expanding retail distribution and digital channels driving the strategy, Ferrero is looking to grow faster than the overall chocolate market and strengthen its position in India’s premium chocolate segment.
