The rise of Ferrero in India: The sweet truth

With the Indian economy growing, trades flourishing, the businesses from all parts of the world are making inroads to India. The India chocolate market has seen tremendous growth both in terms of volume and value in the recent years. After a decade of entering the Indian market, the Italian chocolate manufacturer, Ferrero India has revolutionized the Indian chocolate market with its range of premium chocolates. The achievements made by Ferrero during these years are significant considering the fact that it posted huge growth in spite of slow and low consumer spending. By following a differentiation strategy which is an unconventional way of not focusing on low price products, Ferrero carved a niche in the chocolate market. It has challenged the well-established multinational chocolate makers in India by some top down approach of innovating premium products to its kitty. In the year 2015 it made a stride by posting a huge sales revenue which was quite comparable to that of its competitors. The study attempts to study critically the growth journey of Ferrero India and how it has recognized a sizeable market at the top end.