What Smoor Chocolates does

SMOOR is a Bengaluru-based premium chocolate and dessert brand that produces handcrafted couverture chocolates, artisanal cakes, macarons, cookies, baklava, gift hampers, and snacking chocolates. Founded in 2008 and repositioned around chocolate in 2018, it was the first brand in India to launch Gold Chocolate (2018) and Ruby Chocolate (2019), establishing category-defining credentials. The company was acquired by Rebel Foods, a multi-brand cloud kitchen operator, in 2022, which provides operational infrastructure and capital backing.

SMOOR generates revenue across multiple channels: company-owned retail outlets (75 stores across Bengaluru and Mumbai, including a flagship Signature Lounge at Lavelle Road and a Whitefield Lounge offering 'Work From SMOOR' packages), its own e-commerce site smoor.in with nationwide delivery, quick commerce partnerships with Instamart, Blinkit, and Amazon, airport retail at Bengaluru International Airport Terminals 1 and 2, corporate gifting (including a ₹2.5 crore order from Titan in 2024), and experiential events such as SMOORLAND. Pricing spans from ₹250 for individual items to ₹3,250 for premium gift sets, with MRP-based unit pricing and promotional discounts. The company serves two primary customer segments: affluent individual consumers seeking premium gifting and celebration products, and corporate clients requiring bulk premium gifting solutions.

The company has built a portfolio of proprietary and co-branded products including an Indian Cocoa Bean Collection and exclusive collaborations with Baileys, Third Wave Coffee, IRONHILL, and Palmonas. In 2025, it opened the SMOOR Experience Centre, a 65,000 sq. ft. facility described as India's largest chocolate destination. Leadership comprises CEO Vimal Sharma and Director Mukarram Syed. A stated expansion plan targets 200 retail outlets and ₹800 crore in revenue over five years, signalling continued investment in physical and experiential retail scaling.

Name

Smoor Chocolates

Legal name

SMOOR

Website

https://smoorchocolates.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

501–1,000 employees

Short description

SMOOR is a Bengaluru-based premium chocolate and dessert brand offering handcrafted couverture chocolates, artisanal cakes, macarons, gift hampers, and experiential retail, serving affluent Indian consumers and corporate gifting clients through 75+ retail outlets and e-commerce.

Ownership category

akta.pro rank

Product category

Premium Confectionery

NAICS

All Other Specialty Food Retailers (445298)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Patisseries & Dessert Boutiques (CRAHAGAB)

akta.pro secondary industries

Chocolate & Confectionery Shops (THAFAGAD), Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL)

Keywords

• Premium chocolates
• Couverture chocolate
• Artisanal confectionery
• Corporate gifting
• Dessert retail

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Store Sales: One-time purchases of handcrafted chocolates, cakes, macarons, cookies, and delicacies through company-owned retail outlets and Experience Centre.
2. E-commerce and Online Sales: Direct online sales through smoor.in website and cloud kitchen operations supporting delivery across India with quick turnaround times.
3. Corporate Gifting: Bulk corporate orders for corporate gifting occasions. Landmark ₹2.5 crore order from Titan secured in 2024.
4. Gift Hampers: Pre-curated and customizable gift hampers for occasions like Diwali, Father's Day, and corporate gifting.
5. Experience Centre Events: SMOORLAND ticket sales for experiential chocolate celebrations and activities at the Experience Centre.
6. Airport Retail: Bakery Café operations at Bengaluru International Airport Terminal 2 (won tender in 2023) and presence at Terminal 1.
7. Work From SMOOR: Lunch and breakfast combos at Whitefield Lounge with complimentary Wi-Fi, targeting remote workers and professionals.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

SMOOR is a Bengaluru-based premium chocolate and dessert brand that handcrafts couverture chocolates, artisanal cakes, macarons, cookies, baklava, and curated gift hampers. It sells these products through 75 company-owned retail outlets, the smoor.in e-commerce platform, quick-commerce partners, and airport cafés at Bengaluru International Airport. The company also operates the 65,000 sq. ft. SMOOR Experience Centre and SMOORLAND experience events, and runs a dedicated corporate gifting service for enterprise clients.

Product overview

SMOOR is a premium chocolate and dessert brand that crafts couverture chocolates, artisanal cakes, and gourmet experiences. The company operates a multi-category product portfolio including Signature Cakes, Celebration Cakes (with sub-categories for Theme, Baby Shower, Birthday, and Wedding cakes), Chocolate Boxes, Chocolate Bars (True Cocoa bars in various percentages), Drinking Chocolate, Snacking Chocolate (chocolate nibbles), Macarons, Cookies, Baklava, and Gift Hampers. The brand offers unique collaborations including Baileys x SMOOR (non-alcoholic dessert collection), Third Wave Coffee hampers, and IRONHILL chocolate bars. SMOOR also operates experiential destinations including the 65,000 sq. ft. SMOOR Experience Centre in Bengaluru and SMOORLAND attraction, along with airport cafés at Bengaluru International Airport terminals.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Cakes Premium handcrafted cakes made with couverture chocolate and artisanal ingredients, featuring signature flavours such as Espresso Tiramisu Delight and Chocolate Mocha Hazelnut, targeted at premium consumers.
• Celebration Cakes Customized cakes for special occasions including theme cakes, baby shower cakes, kids' and adults' birthday cakes, and engagement, wedding and anniversary cakes for premium consumers.
• Chocolate Boxes Premium chocolate gift boxes featuring assorted truffles, chocolate bars, and artisanal confections in curated combinations for gifting and premium consumption.
• Chocolate Bars (True Cocoa Bars) True Cocoa chocolate bars in various cacao percentages, including Intense Dark 80%, Dates 70%, Coconut and Lime Milk 38%, Orange Hops Dark 70%, and Jaggery Dark 70%, targeted at premium chocolate consumers.
• Drinking Chocolate Premium drinking chocolate products crafted with couverture chocolate for hot cocoa beverages, targeted at premium consumers.
• Snacking Chocolate (Chocolate Nibbles) Chocolate nibbles and bite-sized chocolate snacks including no-added-sugar hazelnut, no-added-sugar almond, classic podi cashew, bright berry burst, and salted tropical mango varieties.
• Macarons French-style artisan macarons in various flavours, described as melting in the mouth, for premium consumers seeking gourmet delicacies.
• Cookies Artisanal cookies including classic choco coated cookies, almond cookie sticks, and pistachio cookie sticks for premium consumers.
• Baklava Traditional Middle Eastern pastry delicacy offered as part of SMOOR's delicacies collection for premium consumers.
• Gift Hampers Curated and customizable gift hampers for occasions including corporate gifting, Diwali, and special celebrations, including the Burgundy Leather Hamper and occasion-specific hampers.
• Indian Cocoa Bean Collection Premium chocolate products made from Indian-origin cocoa beans, highlighting local sourcing and SMOOR's dedicated Indian cocoa collection.
• Baileys x SMOOR Collection Co-branded collection from an exclusive collaboration with Baileys creating non-alcoholic Baileys-flavoured treats, desserts, and gift boxes (e.g., Dad's Pick Baileys X SMOOR Gift Box).
• SMOOR Experience Centre India's largest chocolate destination spanning 65,000 sq. ft. in Bengaluru (Avalahalli), offering immersive chocolate experiences, factory walkthroughs, SMOORLAND events, and yoga sessions for consumers and visitors.
• SMOORLAND Ticketed chocolate celebration experience (₹2,100 per ticket) featuring games, activities, chocolate-themed entertainment, and immersive chocolate destination activities at the SMOOR Experience Centre.
• Corporate Gifting Bespoke corporate gifting service for enterprise clients, providing customized hampers and bulk orders including the landmark ₹2.5 crore order from Titan in 2024.
• Gold Chocolate Gold Chocolate — the first Indian launch of gold chocolate in 2018 by SMOOR, establishing a premium luxury chocolate offering.
• Ruby Chocolate Ruby Chocolate — the rare fourth type of chocolate introduced to Indian consumers by SMOOR in 2019.

Quantifiable outcome

• SMOORLAND sold out in 5 days demonstrating strong demand for experiential offerings
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship and minor.

• BaileysflagshipStrategic or Co-development Partner · 1 January 2024Exclusive collaboration with Baileys to create non-alcoholic Baileys-flavoured treats and desserts. Launched Baileys x SMOOR gift boxes and The Dessert Collection. Product line includes Dad's Pick: Baileys X SMOOR Gift Box at ₹3,250.
• Third Wave CoffeeminorStrategic or Co-development PartnerCollaboration for limited-edition festive hampers combining artisanal coffee with luxury chocolate. SMOOR x Third Wave Coffee Diwali collaboration featured themed gift boxes.
• IRONHILLminorStrategic or Co-development PartnerCollaboration to create SMOOR x IRONHILL Orange Hops Dark 70% chocolate bar — a unique beer-inspired chocolate creation.
• PalmonasminorStrategic or Co-development PartnerSMOOR x Palmonas custom gift hamper collaboration featuring combined jewellery and chocolate gifting options, particularly for Diwali.

Scale indicators7 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Theobroma: India-based premium bakery and dessert boutique offering cakes, pastries, chocolates, and savories. Directly comparable to Smoor's premium dessert boutique model, target customer (affluent urban Indian), and multi-category product portfolio.
• La Folie: Indian premium chocolate and patisserie boutique. Closely comparable to Smoor on luxury positioning, handcrafted chocolates, and Indian metropolitan retail footprint.
• Cocoabar: India-based premium chocolate brand with bean-to-bar positioning and retail boutiques. Comparable to Smoor's premium chocolate positioning and Indian retail strategy.
• The Chocolate Room: Chocolate-focused café and dessert chain in India. Comparable in offering chocolate-forward desserts and a café retail format, though positioned more mainstream than Smoor's luxury tier.

Emerging players

• Belgian Waffle Co. India-based dessert kiosk chain. Comparable on Indian dessert retail expansion model and target consumer segment, though focused on waffles rather than premium chocolates.

Others

• Rebel Foods: Parent company of Smoor and one of India's largest cloud-kitchen operators. Not a direct competitor but a strategic enabler of Smoor's expansion through shared infrastructure and brand-portfolio scaling.

Broad incumbents

• Godiva: Global luxury chocolate brand with premium gifting positioning. Comparable on luxury chocolate category and gifting occasions, though operates as a global incumbent rather than India-native.
• Lindt (India): Global premium chocolate incumbent with established Indian retail and gifting presence. Comparable as a luxury chocolate peer in the Indian market, though Lindt is a global incumbent with broader portfolio.
• Ferrero Rocher: Global premium confectionery incumbent with strong Indian gifting presence. Comparable on premium gifting occasions and luxury chocolate category, though with broader mass-premium reach.
• Mondelez India (Cadbury): India's mass-premium chocolate leader with Cadbury brand extensions into gifting. Comparable as the dominant Indian chocolate peer, though positioned at mass-premium rather than luxury tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/smoorchocolates
• Xx.com/SmoorChocolates

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smoor Chocolates