ITC to open Fabelle boutiques in Delhi and Kolkata by September end

Kolkata-based FMCG major, ITC Ltd, makers of the Fabelle luxury chocolate brand, has decided to open up India's first branded chocolate boutiques by setting up luxury boutiques till now confined to the premises of its hotels. The fast-moving consumer goods major aims to come up with one store each in Delhi and Kolkata by the end of September.

Hemant Malik, Chief Executive of foods, ITC told Business Standard, "Spaces have been identified and will be operational sometime next quarter. The identified spaces will be our own in the current phase to ensure quality and a befitting experience for the consumer."

The company’s luxury chocolate brand, Fabelle sells in boutiques inside seven of its hotels. In September last year, ITC had indicated plans to take this brand outside its hotel premises. Since then, it has been scouting for space in luxury malls to suit the brand’s premium positioning and to give the brand good visibility.

Malik said, "Plans are on to take the range outside ITC Hotels to premium modern trade outlets and select malls as well as Wills Lifestyle stores for greater accessibility and visibility."

Currently, the Fabelle boutiques inside the ITC hotels are built over an area of 700-800 square feet each.

According to the company, limiting Fabelle to select company-owned hotels was effective, helping the brand to establish itself in the luxury market.

Apart from chocolates, the current Fabelle boutiques in the ITC hotels will also offer desserts and cocoa beverage.