ITC
is set to define the luxury chocolates space in India with its foray into the
high end chocolate segment with its brand Fabelle. The brand will be retailed
through exclusive Chocolate Boutiques located in ITC's Luxury Hotels.
ITC’s Fabelle
Chocolates have been in the making for almost a decade with extensive research
and innumerable trials in the company’s pursuit to craft the finest luxury
chocolates in India that rival the best in the world.
Fabelle chocolates
creations were put up to the senior management at ITC headquarters at least 7-8
times over the last decade and every time it was sent back to the drawing board
to excel its previous version. Finally, a congruence of international and
national chefs together with chocolatiers collaborated to create the finest
quality chocolates, using choicest ingredients from across the world. The final
nod was given, once this team of experts gave assurance that Fabelle was indeed
an unparalleled offering in the world.
Fabelle offers a range
of exquisite chocolate creations such as Fabelle
Elements - intricately crafted pralines inspired by the elements of nature,
Fabelle Ganache - velvety soft cubes
of exotic cocoas delicately churned with butter & fresh cream and Fabelle As You Like It – personalized
chocolate cup creations offering myriad possibilities of fillings and toppings.
In addition, the Chocolate Boutiques for Fabelle will provide a range of
exquisitely crafted desserts and cocoa beverages, created live by Fabelle
Master Chocolatiers.
Each Fabelle chocolate creation has
been extensively tested to carefully balance tastes and textures to ensure
absolute perfection. ITC has set up a state of the art facility with best in
class technology to manufacture Fabelle chocolates in India.
ITC is sourcing
impeccable single origin cocoas from the best cocoa growing regions in Africa
and South America such as Madagascar, Ivory Coast, Venezuela, Saint Domingue
and Sao Tome. Fabelle Master Chocolatiers have skilfully combined the tastes
& textures of the highest quality single origin cocoas with the rarest
ingredients such as acacia nectar, Madagascar vanilla, French sea salt, Lankan
cinnamon, ancho chilli, and many more to deliver a magical chocolate
experiences.
ITC has leveraged
its institutional strengths for creating these unique offerings for today’s
discerning chocolate lovers through Fabelle boutiques in ITC's luxury hotels. The product has been introduced for
the first time in India at the ITC Gardenia in Bengaluru with a dedicated
boutique for an immersive and participative chocolate experience. It is
expected to be rolled out to other ITC Hotels over the next few months.
The launch of Fabelle comes at a
time when the luxury chocolate market in India is still nascent with enormous
opportunities. ITC is banking on its pedigree of creating premium luxury
products and services to give Fabelle a winning edge in this exclusive and
aspirational space.
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