“The chocolate market is growing at 7-8 per cent. We are targeting to grow faster than the category and gain share,” Zoher Kapuswala, marketing head, Ferrero India Subcontinent, told Business Standard. “Ferrero will grow at double-digit for sure,” he added.
Ferrero is bullish on the festival season in India and plans to support its brands through ecommerce, modern trade, quick-commerce (qcom), and digital media. The company has already activated its brand around Onam and plans further activity around Ganesh Chaturthi, Durga Puja, Dussehra, and Diwali.
“We are very positive on the gifting season this year,” Kapuswala said, adding that Ferrero has grown faster than the category in recent years.
India’s overall chocolate market is growing at around 7 per cent, with the chocolate bar segment expanding at a similar rate. The segment accounts for 50 per cent of the chocolate market, according to the confectioner. The total bar category is estimated at close to ₹20,000 crore, although the premium segment remains relatively small.
The company launched its Ferrero bars in India ahead of the festival season. “The premium segment is small, but is poised to grow,” Kapuswala said. Ferrero is looking to enter the segment early and grow alongside the broader premiumisation of the category.
The launch of Ferrero bars is aimed at tapping into a consumption occasion centred on sharing and indulgence, which the company believes remains relatively niche.
The brand has historically built its India business around gifting, beginning with Diwali and subsequently expanding to occasions such as Raksha Bandhan, Valentine’s Day, and several regional festivals.
Over the past 15-16 years, Ferrero has increased its presence around major festivals as well as regional occasions, including Onam, Ganesh Chaturthi, Eid, Durga Puja, and Navratri. It has also launched Ferrero Rocher Moments to address the year-round gifting segment.
“Now it was a time to tap into the niche state of sharing and indulgence,” Kapuswala said, adding that chocolate bars can fit into this consumption occasion.
The company is also expanding its retail footprint. Ferrero currently reaches close to 1 million stores in India, although it follows a more selective distribution strategy, primarily targeting metro, Tier-I, and Tier-II markets.
Modern trade and qcom remain key contributors, while the maker of Kinder Joy is gradually strengthening its presence in general trade through increased availability and coolers.
The company also sees scope for bringing more products from its international portfolio to India, but plans to do so selectively.
“We would want to roll out, but the rollout has to be calculated and planned,” he said. “We need to ensure that when we launch a product, we nurture it well, invest in it, and build the right relevance for the product.”
 "Zoher Kapuswala, marketing head, Ferrero India Subcontinent")