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Sweet beginnings for ITC

Mamta Bhardwaj , May 17, 2016, Bengaluru, DHNS 17:51 IST
Fabelle, a premium luxury chocolate brand from the house of ITC, marked the beginning of its journey in Bengaluru on Monday.

With a 1,200 sq feet boutique at ITC Gardenia in Bengaluru, Fabelle brings the finest cocoa from Africa and South America in the form of exquisite creations such as Fabelle Elements — pralines inspired by natural elements, Fabelle Ganache — chocolate cubes churned with butter and fresh cream, and Fabelle As You Like It — personalised chocolate cups with a variety of options for fillings and toppings.

ITC’s Foods Division Divisional Chief Executive V L Rajesh said, “Fabelle has been 10 years in the making. Our attempt has been to create the finest.” Fabelle, the newest vertical under ITC’s Foods Division, which raked in revenues of over $1billion in FY15, is set to expand to 4 cities including Mumbai, New Delhi, Kolkata and Chennai with 7 more stores in the pipeline.

Chocolaty chart

“Alongside geographical expansion, Fabelle will also expand its range of offerings by introducing a spicy ganache variant, exclusive chocolate bars and some limited edition chocolates at regular intervals,” said Rajesh.

Centrally manufactured at its Hoskote factory, Fabelle chocolates will be given their final touches at the boutique before they are served to the customer. Starting at Rs 100 per praline, Fabelle chocolates go up to Rs 400 for a pack of 5, and Rs 750 for a pack of 10 Elements — preperations inspired by the elements of fire, air, water, earth and wood.

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