The business of sweet things

Signature chocolate showrooms flaunting imported brands are melting hearts in Kozhikode

August 01, 2014 07:03 pm | Updated 07:03 pm IST - Kozhikode:

GOODIES, A BASKETFUL: The fare at Choc O La. Photo: K. Ragesh

GOODIES, A BASKETFUL: The fare at Choc O La. Photo: K. Ragesh

Chocolates are moving centre stage. From fringe counters and stray jars in crowded shops and supermarkets, often elbowed out by bigger goodies, chocolates are asserting themselves and hogging the limelight. Exclusive shops that sing paeans to the chocolate are finding space in Kozhikode. Here chocolates are celebrity and at most they share space with “healthy” dry fruits. For the people behind the chocolate showrooms, it is a business they have ventured into thoughtfully and gingerly. They did not have a precedent to learn from. But they are convinced chocolate boutiques have a future.

“The younger generation of boys and girls are knowledgeable about chocolates,” says Umer Farooq, owner of Choc O Land, an exclusive chocolate showroom. When he opened shop three years ago, there weren’t many models to go by in the city. “The idea of imported chocolates was not popular in Kerala, particularly in Kozhikode. The aim was to bring to the city something that was not available. Of course, the fact that we are in a mall with assured footfall gave me the confidence,” says Umer.

For Umer, the blueprint was signature showrooms he saw in the Middle East, Malaysia and Singapore. “In those countries even hospitals have chocolate shops and chocolates were staple when visiting patients. Though it has not yet developed to such an extent, people have started gifting chocolates now,” says Umer.

Market to be tapped When Ashique Thotath and two of his friends decided to set up a wholesale chocolate and dry fruits place, Choco Treat, over a year ago, they were banking on bakeries to source their goodies. But bakeries were reluctant, unsure if imported, expensive chocolates will move. But Ashique and company knew there was a clientele to be tapped and went ahead by opening a retail showroom in the city and one in Tirur. “We now want to make it a franchise,” says partner Ranjith M.P. The partners, though, laugh about being called “new-generation businessmen” for venturing into an area never considered a serious business in the past.

At the exclusive chocolate outlets, international is the flavour. From exquisite homemade ones to popular brands from Switzerland, United Kingdom, Turkey and Poland to Malaysia and Indonesia find a place here. So too small, stone candies to large bars. Umer stocks chocolates priced between Rs.50 to Rs. 6,000. “The costliest one I have is Lindt’s assorted box which has only 340 grams of chocolate. But there are takers for it,” he adds.

“We often have people coming from the Gulf countries and buying chocolates from us,” says Ashique. They have reasons for doing so. With almost all brands available here, “They do not have to pay duty and secondly there is no fear of damage. Also, there isn’t a great difference in cost,” he says. “Most houses in the city have at least one person abroad,” says Kailash J, store manager at Choc O Land, pointing at the growing number of people who are aware of imported brands and quality of chocolates.

When Rashlin Ahmad was mulling over beginning Nuts & Dates he started out with a market study. With brand consciousness peaking and moving well beyond shoes, bags and a pair of jeans, Rashlin was assured there would be enough takers for branded chocolates as well. “If five boys walk into the shop, each one will pick up a different bar,” says Rashlin. He smiles and nods affirmatively when asked if branded, imported chocolates are beginning to be a statement.

The owners say they have been often surprised by their clients. “About 25 per cent of our customers are very knowledgeable. There have been instances when our customers knew much more than us. There was this gentleman who came looking for York chocolates. Since then, we stock it,” says Rashlin.

With people travelling all over and getting acquainted with international flavours, shop owners say, customers hardly budge from their preferred brand. “Though we have the Dairy Milk brand in India, customers come looking for the imported versions from Australia and United Kingdom,” says Ashique. Kailash draws attention to the Dairy Milk Black Forest and Cashew Nut versions which are not available here. If a Ferrero Rocher copy was okay in the past, not so anymore, says Ashique. According to him, he even has customers who come seeking chocolates with 70 to 80 per cent cocoa in them, enjoying of which is a rather cultivated taste.

Chocolates, if the owners are to be believed, are slowly breaking into traditional sweet bastions. Be it birthdays or Valentines, imported chocolates are supposed to raise the sweetness quotient. A box of chocolates is now a must when the groom’s family goes to see the bride. With all these outlets allowing custom-made, decorated chocolate baskets, clients get to put their signature on them. “Customers can pick and choose the brands that go into the hamper. On an average, these baskets cost around Rs. 2,000,” says Kailash.

At Choco Treat, they have opened shop after two days. “The Ramadan is our busiest time and couple of days before Id we were open till 5 a.m. No Id gift is complete without chocolates and dry fruits,” says Ashique. Ranjith says one aspect of their business getting serious attention is corporate gifting. “Recently, we got an order for curated hampers as gifts at a corporate meet,” he says.

The sweet business, though, has a flip – stocking. With most imported chocolates intolerant of humidity, a 24-hour air-conditioner is a must at showrooms, says Ashique. “At times, when an expensive chocolate is past its expiry date, we have no choice but to eat it ourselves,” he quips.

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