Profit by chocolate: ITC cooks up plan to turn Fabelle into mass brand

The company looks at ways to take its premium label for chocolates to the market, without diluting the brand

With new formats, a broader range of flavours and using its wide network of retailers ITC is taking its three-year-old private label Fabelle to the mass market. Until recently it retailed exclusively in ITC hotels, was made in small batches with a limited flavours and formats and priced at a premium. Now as Fabelle goes out to a wider set of consumers, does ITC risk diluting its carefully crafted premium-luxury positioning? 

Experts believe that a clear answer will emerge later, but it is important for the brand to differentiate within its offerings and also create a distinct identity for Fabelle, from