When Cadbury introduced a new version of Dairy Milkin Mumbai this month, the confectioner claimed it had created a chocolate bar with the quality to match its products anywhere in the world. “Consumers are moving forward,” said Anand Kripalu, Cadbury's managing director in India. “There is huge set of emerging consumers who want world class products.”
At Rs49 ($1, £0.65, €0.74) for a 69g bar, Dairy Milk Silk is more expensive than regular Dairy Milk and it will be promoted with slick television advertisements made by Ogilvy, the global agency. It is aimed, says Cadbury, at the “upper socio-economic classes”.
The bar's launch after three years of research and development is evidence that the consumer market is not all about cheap, made-to-measure products.