In the latest D2C news India and D2C daily news, ITC is doubling down on its premium luxury chocolate brand Fabelle, signaling strong momentum in the Direct-to-consumer India and premium indulgence segment. The company plans to double manufacturing capacity over the next 15–18 months while simultaneously expanding its retail footprint, positioning Fabelle among the fastest-growing D2C brands India in the premium food and beverage category.
Launched in 2016, Fabelle has built a differentiated identity within the D2C ecosystem India through handcrafted luxury chocolates rooted in storytelling, innovation, and experience-led consumption. With nearly 80% of its portfolio handcrafted by master chocolatiers across facilities in Haridwar and Bengaluru, the brand represents a strong example of premium D2C brand building stories in India’s evolving consumption landscape.
The timing of this expansion aligns with broader D2C market trends 2025. While India’s overall chocolate market stands at approximately ₹22,000 crore, the luxury chocolate segment—estimated at ₹1,000–1,200 crore—is growing at nearly double the pace. This rapid growth is being driven by changing D2C consumer behavior India, where chocolates are increasingly seen as everyday indulgences rather than occasional treats.
Fabelle’s growth is not limited to metros. Nearly 35–40% of its demand now comes from non-metro markets, reflecting deeper penetration and expanding consumer aspirations across India. This shift is a key signal in Indian D2C updates, highlighting how premium D2C brands India are scaling beyond Tier I cities and tapping into emerging demand across geographies.
On the retail front, ITC is aggressively expanding Fabelle’s offline presence as part of its omnichannel D2C strategy. Currently, the brand operates 14 boutiques within ITC Hotels and three outlets in Bengaluru airport and malls. Over the next 2–3 years, it aims to double this footprint by entering malls, larger retail spaces, and modern trade channels. Importantly, Fabelle boutiques are evolving into mini chocolate cafés, creating immersive brand experience centers—an approach increasingly seen across top D2C brands scaling in 2025.
Digital channels are playing an equally important role in Fabelle’s growth. Nearly 50% of the brand’s business now comes from e-commerce, with quick commerce D2C platforms significantly boosting consumption. This reflects a broader shift in D2C retail vs ecommerce, where seamless availability and instant delivery are reshaping premium consumption patterns.
The brand is also tapping into high-growth occasions such as weddings and corporate gifting through personalized and bulk formats, aligning with evolving D2C go-to-market strategy trends. At the product level, Fabelle plans to expand its dark chocolate portfolio, a segment witnessing strong traction, while also introducing dessert-inspired chocolate formats influenced by global and Indian trends. These D2C product launches reinforce its innovation-led positioning.
Although ITC operates at a scale beyond traditional D2C startup news, Fabelle’s journey mirrors that of VC-backed D2C brands—focused on premium positioning, omnichannel expansion, and strong consumer connect. While there is no direct D2C funding news tied to Fabelle, ITC’s continued investments highlight growing confidence in premium D2C food and beverage brands as a long-term growth category.
This development reflects what’s happening in India’s D2C space today—a clear shift toward premiumization, experience-led consumption, and omnichannel scale. As D2C brands scaling in 2025 continue to redefine categories, Fabelle stands out as a strong contender shaping the future of luxury indulgence in India’s D2C ecosystem.
