Image Source : Indian Retailer
In a move that blends global snacking culture with local tastes, Lotte India has officially launched Korea’s iconic biscuit snack brand Pepero in the Indian market. Known for its chocolate-coated biscuit sticks and playful identity, Pepero is Korea’s number one biscuit snack and has now entered India’s mass-premium segment, targeting Gen Z and millennial consumers.
Product Launch and Market Positioning
- Pepero is available in two variants: Original and Crunchy
- Trial packs and regular packs are priced between Rs 20 and Rs 70
- The product is manufactured locally at Lotte India’s Rohtak facility in Haryana
- Pepero marks Lotte India’s entry into the biscuit snack category
The launch is backed by a Rs 475 crore investment, which includes Rs 225 crore allocated specifically for Pepero’s production line and Rs 15 crore for marketing. The snack is positioned as a shareable treat, reinforcing Lotte’s brand philosophy of emotional connection and everyday celebration.
Cultural Resonance and Consumer Targeting
Pepero’s arrival is strategically timed to tap into India’s growing appetite for Korean culture, including K-dramas, K-pop, and K-beauty. With over 377 million Gen Z consumers in India, Lotte is banking on Pepero’s playful and social appeal to drive engagement.
Highlights of the cultural strategy:
- Pepero is marketed as a non-messy, portable snack ideal for spontaneous sharing
- The brand’s campaign “We Are All Peperos” celebrates friendship, diversity, and bonding
- Lotte has tailored the Indian version to be slightly sweeter than its Korean counterpart, aligning with local taste preferences
Distribution and Expansion Plans
Pepero will be distributed through modern trade outlets, standalone stores, and premium grocery channels across major metro cities. It will also be available on leading e-commerce platforms, ensuring wide accessibility.
Expansion roadmap includes:
- Exporting Indian-made Pepero to Middle Eastern and Far Eastern markets
- Introducing localized flavors such as kulfi and coffee in future variants
- Scaling production capacity to meet rising demand and support global distribution
Business Outlook and Strategic Goals
Lotte India aims to achieve Rs 2,000 crore in revenue for CY2025, with Rs 800 crore expected from confectionery and Rs 1,200 crore from its ice cream division, Havmor. By CY2027, the company targets a topline of Rs 3,000 crore, with Pepero playing a pivotal role in driving growth.
Key business metrics:
- Pepero contributes to Lotte’s broader strategy of building megabrands in India
- The Rohtak facility is Lotte’s first manufacturing unit outside Korea
- Local production reduces import costs and enhances supply chain efficiency
Conclusion
Pepero’s launch in India is more than a product rollout—it’s a cultural and commercial milestone. By blending Korean snacking heritage with Indian consumer insights, Lotte India is setting the stage for Pepero to become a household name. With its India-first strategy, emotional branding, and robust distribution network, Pepero is poised to redefine how Indian consumers snack, share, and celebrate.
Sources: The Hindu BusinessLine, Economic Times Retail, FNB News, Business of Food, Industrial Economist, Rediff Money, Lotte India press briefings
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