Confectionery maker Cadbury India has joined with telecommunications technology companies BPL Mobile and E Cube India to launch 30 pilot chocolate vending machines in Mumbai (Bombay) operated by mobile handsets.

BPL Mobile customers stand near a machine and dial 2233; the machine’s display shows their telephone number, asks for their choice of chocolate, and dispenses it. Then customers receive a message confirming the sale, debited either from a pre-paid card balance or added to a monthly bill.

“Cadbury (India) is fulfilling its goal of being present in a variety of locations and occasions in the consumer’s life space,” said sales and mass markets director Vidyut Arte.