Perfetti Van Melle India
Perfetti Van Melle India Pvt. Ltd. (PVMI) is a renowned manufacturer, distributor and marketer of several high quality sugar confectionery products. With close to a 25% market share, it is the leading player in the organized confectionery business in India today. The company has a diverse portfolio of brands across segments (i.e. candies, gums & chewies) which it sells through various retail channels across the country. As a marketer, PVMI has always been known for its iconic, eyeball grabbing and entertaining advertising. PVMI is a fully owned subsidiary of the global confectionary conglomerate Perfetti Van Melle, headquartered in Lainate, Italy and Breda (the Netherlands).
Perfetti entered the Indian market in 1994 by offering its first brand Center Fresh, followed by Big Babol and Alpenliebe in 1995. Alpenliebe Creamfills, Alpenliebe POP, Centre Fruit, Juzt Jelly, Mangofillz, Chlormint, Chocoliebe, Fruittella, Happydent White, Protex Happydent, Marbels, Mentos are among the range of the PVM global and regional brands that are produced and marketed in India. PVMI enjoys a huge brand recall among its consumers contributing to a total estimated market size of Rs.5,500 cr.
Perfetti Van Melle India has more than 15 brands under its umbrella, all of which have been launched after considerable market research and insight, so as to adapt to the likes and preferences of the consumers. The climatic conditions of the Indian geographical region have been kept under consideration, for product composition and long shelf life.
PVMI crossed 1,200 crores in 2010 and 1,600 crores in 2012. The PVMI manufacturing units in India are located in Manesar, Chennai and Rudrapur, Uttarakhand. The Indian subsidiary also takes care of the development of South Asian markets and exports to other Asian countries. Perfetti has adopted an aggressive sales strategy to retain the numero uno position in the confectionery industry in India backed by a wide network of Carry & Forwarding agent (C&FA), distributors and sales force. Perfetti Van Melle India has a network of around 4,000 (app.) distributors spread across 1,500 urban towns and covers 7,000 towns through its extended network of 10,000 (app.) sub-stockists.
PVMI brands have launched several innovative ad campaigns like Happydent White, Chlormint, Alpenliebe and Mentos which have won several awards for the company like the Abby for Happydent Protex & Centre Fresh, Cannes (Silver and Bronze) and Ad fest for Happydent White and Effie’s for Mentos.