American chocolate brand M&M's has made its India entry, and officials hope it boosts the "nascent bite-size category" in the market.
Mars International India Pvt Ltd, the local arm of American chocolate maker Mars Inc. on Wednesday announced it will be bringing the candy brand to India.
As a promotional stunt for the launch, the popular M&M's characters Mr. Red and Mr. Yellow scootered down the iconic Gateway of India, in true Bollywood style, channeling their own "Sholay" moment.
"India is a priority market for Mars Incorporated and we are committed to bring our best loved brands to Indian consumers... With the launch of the brand in India, our aim is to grow the nascent bite-size category in the market," Andrew Leakey, General Manager, Mars Chocolate, India and India Sub-Continent, said in a statement.
"Across the world, for more than 70 years, it has been a favourite brand. We are confident its uniqueness will win the hearts of consumers in India," he added.
The brand is available in the country in two variants - Chocolate and Peanut.
It will be priced at Rs80 for a 45-gram pouch and Rs150 for a 100-gram pouch and will be sold at 84,000 retail outlets across the country, as per a Mint report.
This will be the American chocolate maker’s sixth chocolate brand in India.
Mars had last launched Galaxy in India in November 2013. While its most successful brand in India is Snickers, it also sells Mars, Bounty and Twix in the country.
Besides chocolates, Mars also sells chewing gums under the Wrigley brand as well as pet foods Pedigree and Royal Canin in India.
While India currently accounts for only 5% of the company’s global revenue annually, Leakey said it will be among the top 10 revenue contributors in 10 years.