Cadbury eyes Indian confectionery firms

Chocolate major Cadbury India is all set to get aggressive in the country's confectionery segment.

"We are making our presence felt in the confectionery business. This segment is underdeveloped and there are a lot of opportunities. We are open to acquiring local confectionery units," said Anand Kripalu, managing director, Cadbury India, at the launch of its bubble gum, Bubbaloo.

Bubbaloo became a part of the company's portfolio after Cadbury's acquired confectionery major Adams in 2002. The centre-filled gum will be positioned in direct competition to Italian major Perfetti's Centre Fresh, which currently dominates the segment in India. The market size of bubble gums in the country is Rs 180 crore.

"Bubble gum has a larger market share when compared with chewing gums. In the near future, we expect the confectionery segment to form 5 per cent of our total business," said Kripalu.

"This is a major launch for us and considerable amounts are being spent on below-the-line activities, sampling and retail visibility," said Sanjay Purohit, director, marketing, Cadbury India.

Cadbury India plans to undertake intensive sampling at the retail outlets directly with consumers and within trade circles. In the chocolates category, the company is planning to bring in one of its international brands to fight competition posed by the entry of international players such as Hershey.

"With more players coming in, the competition will increase and we are thinking of introducing some more products, but there is time for it," said Kripalu.