Fabelle eyes retail expansion; to launch e-commerce portal soon
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Fabelle was launched in April 2016 with it first boutique in Bengaluru India at ITC Gardenia. In the subsequent 12 months the brand scaled up to all major ITC Hotels in 6 metros. Bengaluru was followed by Kolkata, Delhi, Mumbai and so on. The brand has just entered Hyderabad with its new property called ITC Kohenur.
Recently, the brand has also forayed into malls by opening its retail outlets. Elaborating on the same, Abhijit Chakravorty, Head of Marketing – New Categories at ITC Limited says, “Our first retail outlet was opened at Quest Mall in Kolkata and second outlet in Select Citywalk in Saket, New Delhi.”
The outlets in malls are take-away boutiques and the outlets nestled in hotels ranges from 500-1,500 sq.ft.
A continuous product innovation has been the USP of the brand. According to Chakravorty, “Recently we have launched Fabelle chocolate bars which are positioned in the mid-luxury range. The average price of the bar ranges from Rs 300-500.”
He further adds, “Going forward, we are looking at premium retail points to sell these bars. Soon, we will be expanding the range to Bengaluru market. We are targeting around 150 premium retail outlets like Food Hall, Godrej Nature Basket etc and premium modern trade outlets located at premium catchment areas.”
The brand is also going to launch the fourth variant of the Chocolate Buzz, Rocky Road, inspired by desserts. Chocolate Buzz has already tasted success and the demand for the products have been increasing as it falls into the category of daily consumption in mid-luxury segment.
“Then we also wish to work on premium gifting products. Then we will be launching our truffles range and aim to be the pioneer. We are going to launch a lot of gifting offers for coming festivities like Diwali,” reveals Chakravorty.
“All our retail outlets will be mapped with the e-commerce portal by September 2018,” asserts Chakravorty.”
In future, the brand will also be launching its e-commerce portal where the delivery of the products will be taken care by the brand itself.
“We have launched a pilot e-commerce service in Bengaluru and soon it will be extended to other parts of the country. All our retail outlets will be mapped with the e-commerce portal by September 2018,” asserts Chakravorty.
Recently, Fabelle commemorated the Independence Day with a first of its kind 72 kg chocolate bar made from a unique mix of 72 ingredients. The brand which is known to create distinct chocolate experiences had crafted a larger than life 72 Kg chocolate bar in each of the 6 metros where the brand is currently available. These bars will be displayed in the chocolate boutiques in select ITC Luxury Hotels in Mumbai, Delhi, Kolkata, Hyderabad, Chennai and Bengaluru from August 15-19, 2018.
Questions & Answers
Q.What is the key difference in size and format between Fabelle's hotel boutiques and its new mall outlets?
What is the key difference in size and format between Fabelle's hotel boutiques and its new mall outlets?
The mall outlets are described as take-away boutiques, while the outlets located in hotels are larger, ranging from 500 to 1,500 square feet. This suggests a more compact, grab-and-go experience in malls.
Q.How will Fabelle's new e-commerce portal handle product delivery once it is fully launched across the country?
How will Fabelle's new e-commerce portal handle product delivery once it is fully launched across the country?
The brand plans for its e-commerce portal to handle the delivery of products directly. A pilot service is already active in Bengaluru, with plans to expand it to other regions and map all retail outlets by September 2018.
Q.What new product categories is Fabelle planning to introduce, and what are their target markets?
What new product categories is Fabelle planning to introduce, and what are their target markets?
Fabelle is planning to expand its chocolate bar range into Bengaluru's premium retail outlets and launch a new truffles range. They also intend to introduce premium gifting products, especially for upcoming festivities like Diwali.
Q.When did Fabelle first launch, and in how many major cities is the brand currently available?
When did Fabelle first launch, and in how many major cities is the brand currently available?
Fabelle launched in April 2016 with its first boutique in Bengaluru. In the subsequent 12 months, the brand scaled up to all major ITC Hotels in 6 metros, including Hyderabad recently.
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