Black White Orange Brands Pvt. Ltd. has been appointed by Perfetti Van Melle as the official licensing agent for Chupa Chups in India.
Under the agreement, BWO will develop and manage the brand’s licensing programme in the country, expanding it across multiple lifestyle and consumer product categories. These include apparel, accessories, home goods, personal care and back-to-school segments.
Chupa Chups, known for its distinctive visual identity and logo designed by Salvador Dalí, has built a global presence across generations. The licensing initiative aims to extend this identity into new product formats tailored for the Indian market.
“We are thrilled to partner with BWO to expand Chupa Chups’ licensing footprint in India and unlock exciting opportunities beyond confectionery. BWO brings a passionate and dynamic team that truly understands the essence of Chupa Chups and what makes the brand so unique. We are confident that India will soon be bursting with color, energy, and positive Chupa Chups vibes,” says Anna Amat, Area Licensing Manager at Perfetti Van Melle.
Adds Mitali Desai, Co-Founder & COO, Black White Orange, “Few brands own indulgence and pop expression the way Chupa Chups does. For us at BWO, the opportunity lies in translating that into a licensing program driven by bold visual storytelling, pop-color palettes, elevated design language and distinctive style guides that feel truly new for India. We’re excited to partner with Perfetti Van Melle & build a portfolio of products that are as iconic, playful and visually striking as the brand itself.”
The company stated that the programme will involve collaborations with manufacturers, retailers and partners to introduce licensed products across retail, fashion and gifting categories. Product rollouts are expected in phases through key distribution channels.
