Zoher Kapuswala: Smaller towns are chocolate market innovators

As India’s chocolate category gradually shifts from festival-centric gifting to everyday indulgence and experience-led consumption, brands are adjusting their marketing and distribution playbooks to match changing consumer habits.

For Ferrero India, this transition is unfolding through omnichannel growth, a premium-yet-accessible pricing structure, quick commerce partnerships and sharper digital outreach, according to Zoher Kapuswala, Marketing Head, Ferrero India.

Marketing mix
Ferrero India is revisiting its marketing mix to align with changing consumer touchpoints, with channel allocation increasingly guided by brand role and consumption context rather than a rigid formula. Kapuswala said the company’s media strategy differs across brands depending on where their consumers are most active.

“I wouldn’t say it is predominantly digital. It is brand specific,” he said.

Some brands rely heavily on digital channels, while others require a combination of television and digital to deliver both scale and relevance. The growing adoption of connected TV is also shaping planning decisions as audiences increasingly migrate from traditional cable to internet-based viewing.

He explained that the company analyses the “day in the life of the consumer” to identify the most meaningful engagement points, activating different platforms accordingly. For instance, brands such as Nutella communicate mainly with mothers, Tic Tac engages youth audiences directly, while Kinder products are positioned around family consumption moments.

Influencer marketing is becoming more significant as social media platforms evolve into key engagement hubs. However, Kapuswala emphasised that social content must remain flexible and entertainment-driven, with brand messaging naturally integrated into the storyline rather than being overtly promotional. AI, meanwhile, is being used across both backend and marketing operations. The company deploys AI-enabled tools for demand forecasting, media optimisation, channel selection, creative rotation and bidding across digital platforms. Artificial intelligence has also supported select consumer activations.

Ferrero’s communication approach in India centres on engaging parents and families instead of directly addressing children.

“We do not talk to kids. We talk to parents and families,” Kapuswala said, referring to the company’s ethical marketing commitment. Media planning is therefore structured around adult buyers and household decision-makers.

Premiumisation Beyond Metros
Premium adoption, he noted, is no longer confined to metro markets.

Consumers across regions are gradually upgrading from basic offerings to more sophisticated and premium products. While this shift began earlier in metropolitan cities, other markets are now following a similar trajectory.

Kapuswala also suggested that India is approaching a broader consumerism inflection point.

“India’s per capita chocolate consumption is still measured in grams, while markets like the UK are at two kilos per capita. This headroom is poised to come in India,” he said, highlighting the category’s long-term growth potential.