Cadbury India Ties Up With Sweet Retailers In Kolkata (08-Feb-2012)
Cadbury India has decided to join mithaiwala instead of beating them in Kolkata by manufacturing sweets with CDM (Cadbury Dairy Milk) under its latest initiative 'Cadbury Mishti Shera Shrishti' (Ultimate mithai created with Cadbury).
The company has tied up with the biggest and oldest sweet retailers in the city, KC Das, Balram and Ganguram Sweets. It has encouraged these established sweet-makers to innovate new sweets by including Cadbury's chocolate in their offerings to drive consumption of its largest selling brand. The sweet shops have taken initiative to create attractive variants such as Choco Twister, Choco Kumbha, Choco Riceball, Choco Fusion, Kolaberi Di and Choco Mudpie.
The sweet shops are charging Rs 60 for a single mithai made with CDM. With extensive branding within each of the nine mithai shops chosen, consumers are also encouraged to vote for the best mishtis made from Cadbury Dairy Milk with a campaign that says: 'It's time to vote again in Kolkata'. Some of the participating mishti chain partners include Ganguram Sweets, Hindusthan Sweets, KC Das and Gupta Brothers.
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