Godrej Hershey to launch Indianised bars
21 July 2010 – Godrej Hershey, a joint venture between Pennsylvania-based The Hershey Company and the Godrej Group has opted for Indianised concepts to woo chocolate-lovers across the country.
The company is planning to launch an Indianised version of Hershey’s bar by November. “The consumer’s taste buds differ from US to Europe to Asia and we are looking to launch an Indianised product here because we feel that the Indian consumers like their chocolates to be more sweeter. Thus we have to adapt to Indian taste preferences,” says A Mahendran, director of Godrej Hershey.
Godrej Hershey has already started scouting for third party manufacturers but eventually it will have its own manufacturing facility, likely to be in Himachal Pradesh.
But Godrej’s new products will not be without competition as Kraft Foods is already gearing up for an India launch and Nestle wants to aggressively increase innovation in the chocolate segment.
