As Indian consumers become more discerning, chocolate is steadily evolving from a casual indulgence into a craft-driven luxury experience. Subash Balar, Vice-President and Business Head – Chocolates, Coffee and Confectionery at ITC, says this shift reflects a broader change in how Indians view flavour, provenance and indulgence.
“Consumers are now curious about where cocoa comes from, how it is crafted and the story behind each creation,” Balar explains. He notes a growing preference for cocoa-forward flavours, dark chocolate and layered tasting experiences influenced by global travel and fine dining exposure.
From hotel kitchens to luxury retail
ITC’s luxury chocolate brand, Fabelle, was born in the kitchens of ITC Hotels before entering retail. According to Balar, this hospitality-led origin shaped its uncompromising focus on flavour, texture and presentation.
For Valentine’s Day, Fabelle has introduced the ‘Arc of Love’ — a seven-course cocoa-led dining experience available exclusively on February 14 at ITC Hotels in Bengaluru, Chennai, Delhi and Kolkata. The curated menu celebrates chocolate as a central ingredient across courses, transforming it into a sensorial journey rather than a mere dessert.
Craft meets science
Each Fabelle creation begins with carefully sourced single-origin cocoa from regions such as Ghana, Madagascar and Ecuador. These origins offer distinct flavour profiles that guide the final expression of each chocolate.
However, luxury chocolate-making in India comes with technical challenges. Heat and humidity can affect texture and gloss. ITC addresses this through climate-controlled production environments, cold-chain systems and specialised packaging to preserve quality.
Luxury as innovation driver
Balar describes the premium segment as ITC’s “innovation lighthouse”. Insights from Fabelle — from dark chocolate preferences to format experimentation — influence the broader confectionery portfolio.
Looking ahead, he believes India’s fine chocolate journey is only beginning. “Luxury chocolate must be emotionally resonant and culturally relevant,” he says, emphasising storytelling, authenticity and mindful indulgence as the future of the category.