Snacking powerhouse Mondelez India and a part of Mondelēz International announced the strategic partnership with online marketplace, Amazon.in, to set up India’s first virtual chocolate and sweet store. The aim is to be easily available wherever customers shop.
With this partnership, the company can tap into the e-commerce market, providing an additional channel for consumers. As part of this first-of-its-kind chocolate and sweet store, the company is also enhancing the gifting experience for consumers, where one can purchase not only the conventional gift packs but exclusive ecommerce packs as per the relevant occasion, as part of Mondelez India’s ‘Joy Deliveries’ offering.
With much-loved Mondelez products like Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Bournville etc., this is a significant step towards Mondelez International’s global vision of strengthening the e-commerce capabilities by 2020 and roots from company’s core sales purpose of being present across points of sales.
The chocolate and sweet store will focus on the gifting segment and tailor offerings for individual consumers – enhancing its gifting portfolio. Its ‘Joy Deliveries’ will offer features such as customisation, bundled offerings, and options to choose from multiple gift packaging to suit important occasions like Raksha Bandhan, Diwali, etc. and year round occasions that’ll help say ‘Happy Birthday’, ‘Thank You’, ‘Congratulations’ etc.
Abhishek Ahluwalia, e-Commerce Lead, Mondelez India said, “eCommerce is the fastest-growing channel for our business. At Mondelez International, we are committed to creating delicious moments of joy for our consumers and in each of our key markets, we’re building strong partnerships with key global customers. As a successful e-commerce giant, Amazon.in is the perfect platform to connect us with more consumers efficiently, which will help us capture consumers’ need. Gifting, unique bundles like birthdays as well as seasonal occasions (e.g., Raksha Bandhan, Diwali, New Year etc.) represent another important growth platform. Through optimised marketing efforts and product assortment, we can generate substantial incremental online occasions. We’re now looking to accelerate gifting by expanding assortment to access more occasions. Globally, we have an ambitious target to generate $1bn in e-commerce revenue by 2020, and we’re focusing our investments strategically on associations that help us develop best in class sales and distribution proficiencies with strong go-to-market capabilities.”
Commenting on the partnership, Saurabh Srivastava, Director, FMCG, Amazon India, said “With over 20 lakh products under the FMCG category, Amazon.in is the destination of choice for customers across the country. We constantly strive to widen this selection by offering millions of products ranging from daily essentials to international gourmet treats. We are excited to partner with Mondelez India to launch a dedicated chocolate and sweet store that will offer some of the world’s most iconic chocolate brands in unique, customised formats.”
The impetus for this association comes at the back of successful launches of new innovations such as Bournvita Biscuits, Cadbury Dairy Milk Marvellous Creations, Cadbury Fuse, and Cadbury Dairy Milk Silk Oreo launched exclusively on various ecommerce platforms before they hit the retail stores.