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startup 01 Dec 2015

Choko La to mark global footprints by 2020

In a tete-a-tete with Restaurant India, Vibhu Mahajan, COO at Choko la shares the difference between a Compound Chocolate and Couverture Chocolate.

Choko la was founded by Vasudha Munjal in 2005 with a vision to introduce beautifully crafted chocolates that are unique, alluring and distinctly artistic. With a focus on creating magnificent chocolate pieces using the highest quality ingredients, the brand has grown its presence. And, is all set to make the world a happy place with its purity, celebration, love, togetherness and joy all around.

How is your brand unique from others? What is your approach?

We are different from other brands as we dont force down the product to our customers rather we are more focus on educating our customers- to understand good quality chocolate. Chocolate is defined in two categories-. a Compound Chocolate (vegetable fat) and Covertures Chocolate (coco butter). All the good quality brands use Covertures Chocolates. And that is our main approach to enhance consumer understanding on good quality chocolates. In the coming time, we are focusing on live chocolate making workshops, experience centre to show the school kids, teacher, colleges that how the  fine art making chocolate takes place. We also want to open these workshops in our own boutique for the nearby location. Our plan to do it every quarter fro 2016. 

When was the first Choko La outlet opened?

Choko la was started by Vasudha Munjal in 2005 and the first outlet was in Vasant Vihar near Priya market. We have two models- boutique and cafe. We have five boutiques and first cafe at Cyber Hub. They have wider food menu and dine in.

What are the different varieties of chocolates you provide to your customers? Which is the highest revenue generating?

We have 40 SKUs and one executive chef from last 10 years who has developed all these wonderful flavours. The different varieties of chocolates are chili surprise, tropical coconut, fennel fusion are hot chocolate blends in hazelnut, cinnamon, classic milk and white vanilla flavour and Mondo.

We have two star products- Truffle and Bonbon. There are eight different flavours in truffle and 10 flavours in Bonbon. Both of them are highest generating revenue i.e. 8-10 per cent of total revenue.

How do you do the pricing of your products especially the designer cakes?

The pricing depends on ingredients that we procure. We are very selective in terms of ingredients. So, we have different price for different ingredients. We are also planning to introduce Cake studio where you can design your cake also.

What are the new product ranges you are offering to your customers?

Last month we have launched in Khan Market with all new range of the chocolates and blends that are exotic Indian flavours available in four variants Dark Mocha, Chilli Surprise, Tropical Coconut and Fennel Fusion. The new Chocolate blends are Hazelnut, Cinnamon, Classic Milk and White Vanilla.

Do you see any threat from your competitors? Who are your target customers?

We are in such a market where we don’t have any competition. Everyone who loves sweets is our target customers.

What is your target revenue in terms of chocolate consumption?

Last fiscal, we have 40 tonnes of chocolate consumption and this year we have 50 tonnes. So, now we are targeting 75 tonnes by the next fiscal.

What is your expansion plans?

Currently, we have six outlets in Delhi NCR and now we are looking at Mumbai, Hyderabad and Bangalore in west and south India. By 2020, we want to settle in six more markets apart from India which are South East Asia, Singapore, Tokyo, Paris, Dubai, New York and also want to have our own store.

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