Intensifying competition in the Rs 7,000-crore chocolate market in the country, Bengaluru-based Global Consumer Products, the packaged foods startup founded by former Godrej Group executive A Mahendran, on Tuesday launched its ‘LuvIt’ brand of chocolates in the south Indian market.
“We want to position our company as a solid player in the fast moving consumer goods (FMCG) durable segment which comprises food and beverages (60 per cent), personal health care (20 per cent) and household products (20 per cent). Here we will start off in the first segment with the launch of chocolates,” he said.
The company launched nine variants of chocolates in the formats of moulded, enrobed wafers, panned chocolates and caramel-nougat bars at price points ranging from Rs 5 to Rs 45.
“We have named these range of products as Dairy Rich, ChocWich, Caramelicious, Crazypops and Chocopos under the ‘LuvIt’ brand. The products will be distributed and retailed across the southern states of Andhra Pradesh, Telangana, Tamil Nadu, Kerala, and Karnataka, besides Puducherry,” he said.
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