Popular Kinder Joy Helps Ferrero India To Catch Up With Nestle

BENGALURU: Have you ever noticed some cute little candies and chocolates are mostly strategically placed in the lower racks, right next to the billing counters in grocery stores or supermarkets? Has it ever occurred to you why they are placed there? Well if it didn’t then you must realize that they are solely meant to catch the kid’s attention. Therefore however hard you try to keep your kids away from candies there is no point as the stores outsmart you. Well this strategy has worked wonders for Ferrero Spa.

All the parents in India are sure to have seen the colorful egg shaped Kinder Joy. Why not? Theses Kinder Joys have been a major hit in India in 2014, they have a great share to contribute to the company—Ferrero Spa, that entered India just about seven years ago. Other products of this brand include Nutella chocolate-hazelnut spread which is another popular product and the delicious Ferrero Rocher chocolates. These are some products which Indians relish the most.

ET reports show that Ferrero’s sales in India have increased to 76 pct i.e. 1, 014crore. The Registrar of Company posted that the profit is only ‘kinder-sized’ against the loss of 195.92crore in 2013. The success is attributed to Nutella, Kinder Joy and Tic Tac breath mints.  

After its advent into the country the value of the company has risen so high that it is now catching up to Swiss food giant—Nestle. Nestle which is an established brand in India had revenue of 1, 286 crore in 2013. Kinder Joy brought joy to company as well as the customers.

Ferrero’s India unit seems to have bucked the trend, partly owing to exports. India has proved to be a promising market for the company amongst all Asian nations. The success was partly complimented with Indian chocolate segment which grew at heady pace.

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