Q] Given the rising trend of conscious consumerism in India, how does Raffaello strike a balance between maintaining its indulgent sweetness and offering a healthier alternative to traditional sweets?
Ferrero emphasises that while their products offer indulgence, they also prioritise portion control. Despite being in the sweets category, which often faces health-related scrutiny, Ferrero provides a luxurious, multi-sensory experience in a controlled, mindful way. For instance, Kinder Joy, Schoko Bons Crispy, Ferrero Rocher Moments, and Tic Tac are all designed with portion control in mind. Each Tic Tac mint, for example, contains only two calories, significantly lower than other confectionery options, which typically range from 8 to 16 calories. This approach allows consumers to enjoy indulgent treats without overconsumption, offering a balanced blend of enjoyment and calorie control. Through this, Ferrero empowers consumers with an indulgence that is both satisfying and measured; reinforcing the idea that indulgence can be enjoyed responsibly.
Q] For the company, what are the major growth drivers and growth markets in India?
We are experiencing solid growth, and I am a firm believer that India is truly a land of opportunity. We see potential across both ends of the market spectrum. In smaller towns and rural areas, or what we now call the ‘new urban’ areas, products like Tic Tac and Kinder Joy, that cater to more affordable price points, are seeing a strong demand. On the other hand, in more urban regions, where consumers are seeking premium and global experiences, brands like Ferrero Rocher, Ferrero Rocher Moments, and Raffaello are driving growth. In both these areas, we’re adding significant value for our consumers and continuing to expand our presence.
Rather than looking at it geographically, I’d say we’re divided into five key zones, with two zones in the South plus the West, North, and East. Each zone is equally important to us, though one might show a slight uptick in growth over another from time to time—it’s quite balanced overall. We’re seeing steady, uniform growth nationwide without a strong pattern linked to specific regions. Each zone contains major urban centres—like Mumbai, Pune, Ahmedabad, Baroda, and Rajkot in the West, or Bhopal in Madhya Pradesh. The South includes cities such as Chennai, Hyderabad, Bangalore, Cochin, Trivandrum, and Vijayawada. Urban hubs are present across all zones, North, South, East, and West, where we’re performing well. The vast potential in India keeps us invested in the market here.
Q] Ferrero products are mostly premium; are there any plans to launch for the mass market because most of India is driven by mass?
We offer two ranges: an affordable premium range and a premium range. In our ‘affordable premium’ segment, we have products like Ferrero Rocher Moments, Kinder Joy, Tic Tac, Kinder Creamy, and Kinder Schoko Bons Crispy. Our ‘premium’ segment includes Ferrero Rocher, Raffaello, and Collections. As we observe consumer trends in India, we see an evolution where consumers are moving from a commodity-driven mindset to brands that offer experiences and joy. There’s a shift towards affordable premium products as people seek more experiential and premium offerings. We’re seeing early innovators adopt these products, with early adopters following, which signals a gradual market shift toward premium products with global appeal. Our focus remains on delivering top-quality products, be it Ferrero Rocher or Tic Tac, ensuring quality at every touchpoint. While we aren’t playing strictly in the affordable market, our focus is on the affordable premium segment, slightly elevated in quality and experience.
Q] What is the preferred mode of advertising?
Our approach is shaped by the daily habits of our consumers. For instance, as consumers evolve, if they are more engaged with digital and social media, that’s where we’ll focus our efforts. If they lean toward connected TV, then we’ll be present there. And if a consumer prefers traditional media and watches a lot of television, we’ll make sure to advertise there as well. Broadly speaking, we’re observing a shift, with more consumers moving towards connected TV and social and digital channels, so our digital advertising is aligning accordingly.
Q] What is the outlook for the company for the coming years?
We are fully committed to India, as evident in our substantial investment in the country, including a strong workforce, a factory, offices, and sales locations. Our approach is focused on a steady, sustainable growth model for the long term. While I can’t provide specific growth figures, our headquarters also believes in India’s potential. We’re building this business gradually, with the aim of establishing ourselves as a prominent player in the sweet packaged market here.
PROFILE
With over 23 years of expertise in creating demand across the value chain, Zoher Kapuswala is an accomplished sales and marketing specialist. He now manages a number of product categories at Ferrero, including Tic Tac, Ferrero Rocher, Ferrero Rocher Moments, and Nutella. As a Marketing Leader and Innovation Evangelist, Zoher has been critical in helping to rebuild Tic Tac & Ferrero Rocher Moments as a future brand with a wide variety. Notably, he was instrumental in Indianising the line by introducing flavours, prices, and packaging that were specifically inspired by India. On the personal front, Zoher is an inquisitive person by nature who travels and takes constant walks to discover and stay curious.
ABOUT THE BRAND
Raffaello is a globally recognised premium confectionery brand under the Ferrero group, celebrated for its indulgent and unique flavour profile. Introduced in 1990, Raffaello combines a delicate balance of crispiness and creaminess. Marketed as a symbol of elegance and indulgence, Raffaello is often associated with gifting occasions and festive celebrations, thanks to its refined taste and luxurious packaging. The brand has successfully positioned itself as a premium offering within Ferrero’s portfolio, alongside other iconic products like Ferrero Rocher.
FACTS
Creative Agency: Saatchi Propagate
Media Agency: Carat, media agency from Dentsu india
Digital agency: Saatchi Propagate
PR Agency: Avian WE
