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India accounts for $900 mn for Mondelez: Maurizio Brusadelli

It is part of the company’s $65 mn investment to accelerate growth and innovation

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MUMBAI: Mondelēz International has finally launched its newest global research, sevelopment and quality technical centre in India located in Thane, Maharashtra.

The India Technical Centre has been set up with an investment of $15 million and will support new products and technologies for the company’s global brands in chocolate and beverages.

The India hub joins nine other Mondelēz International Technical Centres around the world that are already in operation, including East Hanover, New Jersey, in the United States; Curitiba in Brazil; Bournville and Reading, both in the UK; Wroclaw in Poland; Singapore; Suzhou in China; Saclay in France and Munich in Germany.

The Indian Technical Centre will also focus on consumer science, packaging and productivity. This is part of the company’s strategy to invest $65 million in developing a global network of state-of-the-art technical hubs strategically positioned around the world. 

The chocolate giant has launched few products in the past specially for the Indian consumers to cater to their need and taste. Fuse, Cadbury Lickables, Dairy Milk Silk and the timeless 5Star, were all made in India first and later replicated in other parts of the world. 

The Thane Centre will collaborate on innovations with multiple countries within the company network. “As we accelerate consumer-centric growth across both our global and local heritage brands, innovation plays a crucial role,” says Mondelez India Managing Director Deepak Iyer. 

Spread across an area of 12000 sq meters, the Thane Technical Centre will be equipped with multiple technical capabilities, such as a pilot plant, a packaging creative studio and a range of laboratories for technical research and development. The team of around 150 scientists, developers, engineers, analytical chemists and other specialists will closely collaborate on innovations across the globe. The site is a zero water discharge facility, zero waste to landfill and has 100 percent rain water harvesting.

India is the fastest growing market in the world for Mondelez and has the highest chocolate market share amongst all other countries for the Cadbury maker. Mondelez EVP for AMEA region Maurizio Brusadelli states that Indian market accounts for $900 million for Mondelez.

However, it will be a challenge for Mondelez to sustain its growth with newer products and companies entering the market. Recently, Hershey International also launches its iconic Hershey’s kisses in India that will be Made in India specifically to cater the Indian consumers. But Mondelez does not see that as a challenge and rather considers it as a healthy competition. Deepak says, “We always want competition in the market. The average chocolate consumption in India is very low as compared to other parts of the world. We hope that with our competitors we can continue to grow the category.”

Mondelez has been present in India for over 70 years. The company introduced Cadbury Dairy Milk and Bournvita in India in 1948 and since then has been a leader in the chocolate category in the country.

The company operates in the chocolate, beverages, biscuits and candy categories in India with brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse, Cadbury Gems, Cadbury Bournvita, Tang, Cadbury Oreo, Bournvita Biscuits, Halls and Cadbury Choclairs Gold. 

Headquartered in Mumbai, the company has sales offices in New Delhi, Mumbai, Kolkata and Chennai and manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh and Andhra Pradesh in addition to a vast distribution network across the country.

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