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ITC Fabelle launches INR 2,395 Nav-Ras chocolate box pairing nine flavours with ragas, extending to quick-commerce dark stores
ITC's Fabelle launched the nine-piece Nav-Ras chocolate collection at INR 2,395, pairing flavours with ragas. It sells through air-conditioned hotel boutiques and Tier-1 malls, plus D2C cold-pack shipments and quick-commerce dark stores with climate-controlled storage.
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The numbers
Figures from ET BrandEquity,
| Fabelle SKU portfolio: | 60 to 70 |
|---|---|
| Concept launches capped per year: | two |
| Cocoa butter softening temperature: | 29°C |
| Indian summer ambient temperature: | 40°C |
| Boutique storage temperature: | 18°C |
Why it matters for the brand
At INR 2,395 a box and with cocoa butter softening at 29°C, Fabelle's Nav-Ras only holds up where cold-chain discipline holds, so the 18°C boutiques, cold-pack D2C shipments and climate-controlled dark stores show where premium gifting can be sold safely in Indian summers.
What to track next
- Customer reviews or social posts reporting melted or bloomed boxes from quick-commerce or D2C orders
- Nav-Ras appearing on more dark stores or cities beyond the launch set
- Sell-out or stock-out signals for Nav-Ras at hotel boutiques and Tier-1 malls during the festive window
- Competing festive premium gift box launches from rival chocolate brands on the same platforms
- ITC management commentary on Fabelle and premium chocolate in its next quarterly results
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- ITC is likely to keep Nav-Ras tightly allocated to air-conditioned hotel boutiques, Tier-1 malls and a small set of climate-controlled dark stores through the festive season, rather than going wide.
- Expect ITC to lean on the nine-flavour, nine-raga story in gifting and corporate-hamper pitches, to defend the INR 2,395 price point.
- Premium chocolate rivals and Indian craft chocolatiers may answer with their own festive gift boxes, aimed at the same hotel, mall and D2C channels.
- Quick-commerce platforms are likely to give Nav-Ras prominent festive gifting placement, while managing the temperature limits of the product.
- Customers, especially gifters, are likely to judge Nav-Ras on whether the box arrives intact, so delivery condition may shape reviews and repeat orders more than taste.
The source
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