Chocolatier Mars brings Galaxy to India

New Delhi: Mars International India, which imports and markets its chocolate brands in India, is scouting for locations to start manufacturing here.

The company, which so far has been focussing on growing its Snickers brand, launched its tablet chocolate brand Galaxy in India on Thursday.

Asked about plans to start manufacturing its chocolates in India, M.V. Natarajan, General Manager, Chocolate business, Mars International India, said the company was evaluating suitable locations and could start manufacturing in the next 2-3 years.

“We are looking at India as a long-term opportunity. We will continue to evaluate opportunities for manufacturing. Local supply will be a critical focus,” he added.

The company expects Galaxy to fuel its future growth in India. Raghav Rekhi, Marketing Director, Mars International India, said India was one of the few markets where tablet chocolates constituted nearly 50 per cent of the estimated Rs 5,000-crore chocolate market, which is growing at 20 per cent compounded annual growth rate.

“Galaxy is one of our biggest brands globally. It is not just about transporting a global product into India. We have focused on tailoring the product for the Indian market, making the brand accessible at the right price point, bringing in innovation on packaging based on Indian consumer’s insights and supporting it by the right communication plan and distribution which ensures that the quality of the product is maintained,” he added.

The company has roped in actor Arjun Rampal and television actor Sapna Pabbi to endorse the brand.

Galaxy chocolate is currently available at Rs 15 and Rs 40.

Natarajan said the company would continue to evaluate opportunities for other price points and sizes. The brand will be available across the key urban regions in the next 4-6 months.

The company has been looking at various strategies to grow its market share in India. Earlier this year, it launched vegetarian Snickers, keeping the Indian consumer in mind.