Former Godrej Consumer Products MD ventures into FMCG space with new brand

Launches chocolate brand LuvIt targetting the Rs 7,000 cr industry

Global Consumer Products (Global CP), promoted by former MD of Godrej Consumer Products A Mahendran, today launched chocolate under the brand LuvIt.

The products are being launched in the Andhra Pradesh, Telangana and Kerala markets with Tamil Nadu and Puducherry going live today. Karnataka will be in the following week.

Comapny backed by Goldman Sachs and Mitsui, launched across nine variants and 14 SKUs, LuvIt is available in the key chocolate formats of Moulded chocolates, enrobed wafers, panned chocolates and caramel-nougat bars at various price points -- Rs 5, Rs 10, Rs 25, Rs 40 and Rs 45.

This range has been christened as Dairy Rich, ChocWich, Caramelicious, Crazypops and Chocopops. The LuvIt brand is targeted at young consumers in the age group of 15 to 30 and has been positioned as a bold and trendsetting brand promoting the cause of Indulgence.

The company already has in place its GoToMarket strategy and has appointed a strong network of 80 distributors. The products will be available across supermarkets, large and small grocers, general stores, bakeries and chemists across Southern India.

A Mahendran, Chairman and Managing Director, Global CP said on this occasion, "This launch is an important milestone as it symbolizes the first step in Global CP’s journey of capturing consumer mind space and market share by providing innovative, value-for-money, branded food & beverage consumer products. Global CP was born out of an idea to be one-of-a-kind start-up where entrepreneurial ambitions of various stakeholders can be nurtured”.