Bengaluru, May 20, 2016: ITC is set to define the luxury chocolates space in India with its foray into the high end chocolate segment with its brand Fabelle. The brand will be retailed through exclusive Chocolate Boutiques located in ITC’s Luxury Hotels
ITC’s Fabelle Chocolates have been in the making for almost a decade with extensive research and innumerable trials in the company’s pursuit to craft the finest luxury chocolates in India that rival the best in the world. Fabelle chocolates creations were put up to the senior management at ITC headquarters at least 7-8 times over the last decade and every time it was sent back to the drawing board to excel its previous version. Finally, a congruence of international and national chefs together with chocolatiers collaborated to create the finest quality chocolates, using choicest ingredients from across the world. The final nod was given, once this team of experts gave assurance that Fabelle was indeed an unparalled offering in the world.
Fabelle offers a range of exquisite chocolate creations such as Fabelle Elements – intricately crafted pralines inspired by the elements of nature, Fabelle Ganache – velvety soft cubes of exotic cocoas delicately churned with butter & fresh cream and Fabelle As You Like It – personalized chocolate cup creations offering myriad possibilities of fillings and toppings. In addition, the Chocolate Boutiques for Fabelle will provide a range of exquisitely crafted desserts and cocoa beverages, created live by Fabelle Master Chocolatiers.
Each Fabelle chocolate creation has been extensively tested to carefully balance tastes and textures to ensure absolute perfection. ITC has set up a state of the art facility with best in class technology to manufacture Fabelle chocolates in India. ITC is sourcing impeccable single origin cocoas from the best cocoa growing regions in Africa and South America such as Madagascar, Ivory Coast, Venezuela, Saint Domingue and Sao Tome. Fabelle Master Chocolatiers have skilfully combined the tastes & textures of the highest quality single origin cocoas with the rarest ingredients such as acacia nectar, Madagascar vanilla, French sea salt, Lankan cinnamon, ancho chilli, and many more to deliver a magical chocolate experiences.
ITC has leveraged its institutional strengths for creating these unique offerings for today’s discerning chocolate lovers through Fabelle boutiques in ITC’s luxury hotels. The product has been introduced for the first time in India at the ITC Gardenia in Bengaluru with a dedicated boutique for an immersive and participative chocolate experience. It is expected to be rolled out to other ITC Hotels over the next few months.
Speaking on the occasion, Mr. V.L. Rajesh, Divisional Chief Executive, ITC’s Foods Division said, “Fabelle is set to redefine the luxury chocolate segment in India and has been crafted with inputs from some of the world’s most renowned experts and with a decade of intensive research and trials. At ITC, we have always endeavored to create world class products and with Fabelle we will present an engaging experience for the discerning consumers who are passionate connoisseurs of the finest luxury products and services”.
On ITC’s understanding of the discerning Indian consumers evolving taste buds, he adds “The modern day, well travelled Indian continues to seek novel experiences that inspire him/ her and with the introduction of Fabelle, we will be delivering a magical experience.”
Mr. Dipak Haksar, Chief Executive, ITC Hotels & WelcomHotels said, “ITC Hotels spell an un-paralled world of luxury and provide the perfect ambience for Fabelle’s premium chocolate boutiques. The dedicated boutiques for Fabelle at the ITC luxury hotels across the country will provide an immersive and participative chocolate experience and consumers will enjoy a range of finest chocolate creations designed by the Masterchefs of ITC Hotels.”
The launch of Fabelle comes at a time when the luxury chocolate market in India is still nascent with enormous opportunities. ITC is banking on its pedigree of creating premium luxury products and services to give Fabelle a winning edge in this exclusive and aspirational space.
Corporate Comm India (CCI Newswire)
