As Indian consumers develop a refined taste for luxury chocolates, ITC Foods’ artisanal brand Fabelle is witnessing strong momentum, recording a 25–30 per cent year-on-year growth and preparing to double its production capacity by next year.

Indian luxury chocolate market comes of age

India’s premium chocolate segment is evolving rapidly, driven by rising disposable incomes and greater exposure to fine chocolates abroad. Alongside Fabelle, newer craft chocolate brands such as Manam, Paul & Mike, Subko Cacao and Chitram Craft Chocolates are shaping a more discerning consumer base that values origin, flavour complexity and craftsmanship.

According to Subash Balar, Vice-President and Business Head – Chocolates, Coffee and Confectionery at ITC Limited, Fabelle’s growth is powered by a diverse portfolio of nearly 80 flavours across truffles, pralines, bars and ganache, ensuring broad appeal across palates.

Bold flavours and experimental collections

Nearly one-third of Fabelle’s revenue comes from dark chocolate, reflecting growing health awareness among consumers. At the same time, the brand is known for pushing creative boundaries.

Its Elements range interprets Air, Earth, Water, Fire and Space through chocolate, while the Desserts collection reimagines iconic global sweets—from India’s rasmalai to Australia’s lamington and Italy’s cannoli. Innovation, Balar says, remains central to the brand’s identity, with master chocolatiers continually translating abstract ideas into edible experiences.

The team is currently developing a Valentine’s Day collection themed around different expressions of love, including infatuation and Sufi romance. Fabelle is also experimenting with Indian cocoa, which presents challenges due to its acidic profile but is expected to feature in upcoming launches.

Retail expansion and quick commerce push

Fabelle currently operates 14 boutiques, largely within ITC hotels, with additional outlets in Bengaluru’s Forum Mall and airports. Over the next one to two years, the brand plans to double its retail footprint and expand beyond hotel locations.

Quick commerce is also emerging as a strong channel. “Chocolate melts below 28 degrees, and fast delivery ensures quality,” Balar noted, adding that this model is helping Fabelle deepen its presence in Tier 1 and Tier 2 cities.