What Fabelle does

Fabelle is a luxury chocolate brand wholly owned by ITC Limited, one of India's largest diversified conglomerates. The brand was originally crafted in ITC Hotels' kitchens and now operates as a craft-driven premium chocolate business, producing handcrafted pralines, truffles, hampers, and seasonal gifting collections sourced from single-origin cacao in Ghana, Madagascar, and Ecuador. It serves affluent Indian consumers seeking premium gifting for occasions such as Valentine's Day and experiential luxury dining.

The brand operates a hybrid distribution model spanning 14 owned boutiques, direct-to-consumer e-commerce through Fabelle.in (a Shopify-hosted storefront), quick-commerce partnerships with Swiggy, Zomato, Blinkit, Zepto, and Swiggy Instamart, and immersive hospitality experiences at select ITC Hotels in Bengaluru, Chennai, Delhi, and Kolkata. Pricing is positioned at the premium tier, with praline boxes at Rs 845 and seven-course cocoa-centric dining experiences at Rs 15,000 per couple. The brand's competitive positioning rests on handcrafted production, single-origin provenance storytelling, two Guinness World Records, and the strategic leverage of ITC's hospitality and distribution infrastructure.

From a business model standpoint, Fabelle generates revenue through boutique retail one-time purchases, transactional fees on quick-commerce platform sales, direct e-commerce orders, and high-margin experiential dining services. The company is reported to be growing at 25-30% year-on-year, outpacing the 15-20% growth of India's ~Rs 1,000 crore premium chocolate segment. Manufacturing is conducted at ITC facilities in Bengaluru and Haridwar, with packing operations in Mumbai. The brand does not have independent external funding or a separate listing, operating as an internal brand unit within publicly-traded ITC Limited.

Name

Fabelle

Legal name

ITC Limited

Website

https://fabelle.in

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Fabelle is ITC Limited's luxury chocolate brand, selling handcrafted pralines, truffles, and gifting collections to affluent Indian consumers through 14 boutiques, quick-commerce platforms, e-commerce, and immersive dining experiences at select ITC Hotels.

Ownership category

akta.pro rank

Product category

Luxury Chocolates

NAICS

Chocolate and Confectionery Manufacturing from Cacao Beans (311351), Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Specialty Food Gift Shops & Hampers (CRAHAGAN)

Keywords

• Luxury chocolate brand
• Handcrafted pralines
• Premium confectionery
• Cocoa-centric dining experiences
• Single-origin cacao chocolates

Headquarters

HQ city

Bengaluru

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Boutique Retail Sales: Direct sales of luxury handcrafted chocolates through owned boutique stores. Fabelle operates 14 boutiques across India with plans to expand into airports and malls. Revenue generated from individual praline purchases and premium gift boxes.
2. Quick-Commerce Platform Sales: Revenue through quick-commerce platforms including Swiggy, Zomato, Blinkit, Zepto, and Swiggy Instamart. Products distributed via these platforms for same-day delivery, with commission/transaction fees from platform sales.
3. E-commerce Direct Sales: Direct-to-consumer sales through Fabelle.in e-commerce website. Online ordering and delivery of chocolates and gift collections.
4. Hospitality Experience Revenue: Seven-course cocoa-centric dessert dining experiences at select ITC Hotels in Bengaluru, Chennai, Delhi, and Kolkata, priced at Rs 15,000 per couple. Immersive culinary experiences complement product sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Fabelle is ITC Limited's luxury chocolate brand that designs, produces, and sells handcrafted pralines, chocolate bars, truffles, hampers, and gifting collections using single-origin cacao sourced from Ghana, Madagascar, and Ecuador. The brand complements its physical products with immersive seven-course cocoa-centric dining experiences hosted at select ITC Hotels and distributes through owned boutiques, the Fabelle.in e-commerce site, and quick-commerce platforms.

Product overview

Fabelle is ITC's luxury chocolate brand, originally crafted in ITC Hotels' kitchens, now operating as a premium chocolate company with a focus on craft-driven luxury and innovation. The brand offers handcrafted pralines and artisanal chocolate creations through its portfolio of products including signature collections like 'The Arc of Love', which are complemented by immersive seven-course cocoa-centric dining experiences at select ITC Hotels. Products are distributed through 14 brand boutiques and via quick-commerce platforms, with plans to expand into airports and malls. The brand differentiates through single-origin cacao sourcing from Ghana, Madagascar, and Ecuador, and positions itself as an innovation lighthouse for India's premium chocolate segment.

Differentiator

Problem solved

Functional benefit

Products and services

• Fabelle Luxury Chocolates ITC's luxury chocolate brand offering premium, handcrafted pralines, bars, truffles, hampers, and gifting collections sourcing single-origin cacao from Ghana, Madagascar, and Ecuador. Targeted at affluent consumers for gifting and luxury self-indulgence.
• The Arc of Love Collection Limited-edition Valentine's Day collection of five handcrafted heart-shaped pralines representing different stages of love, priced at Rs 845 per box. Distributed through select Fabelle boutiques, Fabelle.in, and quick-commerce platforms.
• Cocoa-Centric Dessert Experience Seven-course cocoa-centric dining experience hosted at select ITC Hotels in Bengaluru, Chennai, Delhi, and Kolkata, blending global chocolate craftsmanship with Indian sensibilities. Priced at Rs 15,000 per couple.

Quantifiable outcome

• Fabelle growing at 25-30% year-on-year, outpacing the premium chocolate market's 15-20% growth rate
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• SwiggycoreChannel Partner/ Reseller/ DistributorQuick-commerce and food delivery partnership for same-day chocolate delivery. Fabelle products distributed through Swiggy's platform including Swiggy Instamart for rapid delivery of luxury chocolates, making premium gifting accessible through everyday ordering apps.
• ZomatocoreChannel Partner/ Reseller/ DistributorFood delivery partnership for Fabelle luxury chocolate distribution. Products available for delivery through Zomato platform, extending reach to consumers who prefer ordering premium chocolates through food delivery apps.
• BlinkitcoreChannel Partner/ Reseller/ DistributorQuick-commerce partnership for rapid delivery of Fabelle chocolates. Blinkit's hyperlocal delivery network enables quick access to luxury chocolates for last-minute gifting occasions.
• ZeptominorChannel Partner/ Reseller/ DistributorQuick-commerce partnership for ultra-fast delivery of Fabelle luxury chocolates. Zepto's rapid delivery model complements the brand's premium positioning with convenient access.
• ITC HotelscoreStrategic or Co-development PartnerFabelle was originally crafted in ITC Hotels' kitchens and leverages the hotel group's culinary ecosystem. ITC Hotels host seven-course cocoa-centric dessert experiences featuring Fabelle chocolates. The hospitality partnership enables immersive brand experiences and access to premium customers.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Neuhaus: Belgian luxury praline pioneer with select-market boutique presence. Comparable to Fabelle on craftsmanship, praline assortment, and premium gifting positioning, though with more limited India footprint.

Direct peers

• Patchi: Lebanese luxury chocolate brand with boutique presence across India and globally; competes in the same premium gifting and praline assortment space as Fabelle, particularly during festive and gifting seasons.
• Godiva Chocolatier: Global luxury chocolate brand with a premium gifting assortment, truffles, and pralines sold through boutiques and digital channels. Comparable to Fabelle in target customer (affluent gifters) and premium price positioning, though operating as a much larger global incumbent.
• Smoor: Smoor is an Indian luxury chocolate brand with similar positioning to Fabelle—handcrafted pralines, single-origin beans, and premium gifting collections distributed through boutique stores and online channels in India. Closest comparable Indian peer in target market and product category.
• Läderach: Swiss luxury chocolatier with boutique presence in India (including Delhi) selling premium handcrafted pralines and gift boxes. Directly comparable to Fabelle on craftsmanship-led premium positioning, gifting assortment, and experiential retail.

Broad incumbents

• Amul: India's largest dairy cooperative with a growing premium chocolate range (Amul Premium, dark chocolate). Competes with Fabelle at the value-premium intersection of the Indian chocolate market.
• Nestlé India: Indian chocolate and confectionery incumbent with established brands (KitKat, Milkybar). Adjacent competitor for premium gifting and snacking occasions, though predominantly positioned in mass and mid-premium tiers.
• Lindt: Global premium Swiss chocolate brand with deep India retail and e-commerce presence. Overlaps with Fabelle in premium chocolate and gifting but addresses a broader price and product range as a multi-category incumbent.
• Mondelez India (Cadbury): Dominant chocolate incumbent in India (Cadbury, Bournvita) with increasing premium play (Cadbury Celebrations, Silk). Competes with Fabelle for premium gifting share while operating a far broader mass-market chocolate portfolio.
• Ferrero: Global confectionery incumbent whose Ferrero Rocher and premium boxed assortments compete with Fabelle in the India gifting occasion, though at a different scale and category breadth.

Market position

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Fabelle

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Fabelle