From a British chocolate maker to an American snacks major, Anand Kripalu, managing director of Cadbury India, and president, India & South East Asia, Kraft Foods, has presided over an interesting transition. Just over three years ago, Kripalu thought about nothing but chocolates. But, with the addition of Kraft brands — Oreo, Tang, and now Toblerone — following the $19.7-billion acquisition of the chocolate maker by the American company in 2010, the canvas is broader now.
Experts say the IIT-IIM alumnus, who worked with Unilever between 1983 and 2005 before coming to Cadbury, has handled the transition deftly, not slipping on growth despite having to deal with the pangs of transition such as change in reporting line, loss of people, etc.
For the calendar year 2011, Cadbury-Kraft reported a 35 per cent growth in topline to Rs 3,359 crore and an over 40 per cent growth in profit to Rs 297 crore. This was its highest-ever growth in turnover and profit in any year.
The expectation is that the merged entity will maintain its pace of growth, given that more products are expected to be launched from the Kraft stable in future.
The merged entity has also managed to sustain growth in its core chocolate portfolio, despite the focus in 2011 being on Oreo and Tang. Brands such as Cadbury Dairy Milk, Gems and 5 Star, as well as milk food drink Bournvita, grew in the year under review.
Cadbury-Kraft has been working hard to initiate more consumers into eating chocolates, targeting adults as well as presenting chocolates as an apt gifting option.
Its new brand, Toblerone from Kraft, will also target the gifting market, but at the premium end.