There is a new reason to celebrate this holiday season: – the
launch of the much anticipated chocolate brand LuvIt from Global Consumer
Products. Global CP is a FMCG start-up promoted by A. Mahendran with a focus on
launching innovative and differentiated brands in the food and beverage sector.
The company unveiled the LuvIt brand and its range of chocolates at a press
conference today.
Launched across nine variants and 14 SKUs, LuvIt is available in
the key chocolate formats of
Moulded chocolates, enrobed wafers, panned chocolates and caramel-nougat bars
at various price points Rs 5, Rs 10, Rs 25, Rs 40 and Rs 45. This
range has been christened as Dairy Rich, ChocWich, Caramelicious, Crazypops and
Chocopops. The LuvIt brand is targeted at young
consumers in the age group of 15 years to 30 years and has been positioned as a
bold and trendsetting brand promoting the cause of Indulgence. The
packaging has been designed in line with the philosophy of Live It. Own It.
LuvIt. Keeping the young, new-experience seeking consumer in mind, the
packs are in pop colors. Siddharth who is the “chocolate-boy” heartthrob
of South India has been signed on as the Brand Ambassador for the LuvIt brand.
Global CP also unveiled its clutter-breaking multi-media advertising campaign
which includes a music video composed by none other than Santhosh Narayanan, a
young music director hugely-acclaimed by critics and fans alike.
LuvIt Chocolates will be distributed and retailed across the
southern states of Andhra Pradesh, Telangana, Tamil Nadu, Kerala, Karnataka and
the Union Territory Puducherry. The company already has in place its GoToMarket
strategy and has appointed a strong network of 80 distributors. The products
will be available across supermarkets, large and small grocers, general stores,
bakeries and chemists across Southern India.
The Rs 7,000 crore Indian chocolate market has been growing at a
CAGR of over 20% and with new players coming in this number is expected to
grow. The southern states account for almost 30 % of the national chocolate
market and over 80% of the southern market is concentrated in urban centers.
A
Mahendran, Chairman and Managing Director, Global CP said
on this occasion, “This launch is an important
milestone as it symbolizes the first step in Global CP’s journey of
capturing consumer mind space and market share by providing innovative,
value-for-money, branded food & beverage consumer products. Global CP
was born out of an idea to be one-of-a-kind start-up where entrepreneurial
ambitions of various stakeholders can be nurtured. I am thankful to our Private
Equity Partners Goldman Sachs and Mitsui
Ventures for the support in making the idea a reality. We will ensure
utmost customer and stakeholder satisfaction through our product innovation and
quality, our focussed distribution, and disruptive brand building.”
Commenting on the LuvIt. Brand launch, Anuradha Narasimhan, Executive
Vice President- Sales & Marketing, Global CP said, “We are excited to launch
chocolates and delight the customer palate. Our packaging is young with a pop
look and feel, and the advertising will strike a chord with the young.
Siddharth was our first choice as brand ambassador as he has a huge fan
following across the southern states. We intend to build brand awareness and
quick trials through our 360 degree media and activation program touching young
people across the top 25 cities in the south. The LuvIt. Brand Philosophy is
that Indulgence begins with an “I” and our message to all young people is to
LiveIt. OwnIt. LuvIt.”
On being associated with the LuvIt. Brand, Siddharth had
this to say: “I
am delighted to be associated with the brand. I have been Chocolate Boy for a
while now, and with LuvIt chocolates I will truly live up to the moniker of
being Chocolate boy Siddharth. I have been eating LuvIt Chocolates and I
believe that they are so delicious that they are Best Enjoyed by Oneself. I
have enjoyed working with the LuvIt brand and agency team on the advertising
campaign and I want to leave my fans with one simple message- I LuvIt.”
Headquartered in Bangalore, Global CP is now a soaring company with a strength of 100+ people. Incepted in 2014, with an equity commitment of Rs 3,150 million (approximately US$50 million) from Goldman Sachs, a leading global investment bank, and Mitsui Global Investment (MGI); the company had hired veteran FMCG professions over the last one year to form its core management team.
