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The Economics of Chocolate$
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Mara P. Squicciarini and Johan Swinnen

Print publication date: 2016

Print ISBN-13: 9780198726449

Published to Oxford Scholarship Online: March 2016

DOI: 10.1093/acprof:oso/9780198726449.001.0001

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Too Hot to Handle

Too Hot to Handle

The Explosive Growth of Chocolate in India

(p.419) 21 Too Hot to Handle
The Economics of Chocolate

Emma Janssen

Olivia Riera

Oxford University Press

India is the fastest growing market for chocolates in the world. Over recent decades, its growth rate has been twice that of other fast-growing markets. In line with its vast population size, the recent growth in chocolate consumption has been substantial, as is the untapped market potential: consumption is still low in absolute terms and mainly concentrated in urban areas. This makes the Indian chocolate market one of, if not the most promising emerging chocolate markets in the world. The contribution of this chapter is threefold. First, this chapter presents the history of chocolate in India. Next, it characterizes and explains factors that have contributed to the recent boom in the chocolate consumer market. Last, the chapter identify several specificities of the Indian market and describe how the sector adapts to its inherent opportunities and challenges.

Keywords:   chocolate, consumption boom, history of chocolate, India, specificities of India market, untapped market potential

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