Hershey’s joint venture in India is in the process of test marketing its products with slight modifications for the local market, its chief executive has told just-food.
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Godrej Hershey Foods and Beverages (GBFL), the venture between the US confectionery giant and local group Godrej, is planning to release a milk mix in India, a chocolate syrup consumers can use to mix with milk.
Hershey CEO Dave West, who is visiting India, said the company recognised that India differs from other markets in terms of price and consumer taste.
“For both distribution, as well as consumer acceptance in India, we have to offer a price/value equation that works for consumers, providing a good product at a price they think is reasonable,” West told just-food.
“We are going to modify products specifically for Indian consumers, for sure, in terms of both taste and pricing.”

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By GlobalDataThe milk mix is being test marketed in the state of Tamil Nadu. Elsewhere in India, GBFL’s plant in the northern state of in Himachal Pradesh will be fully operational in April, and a majority of the products will be manufactured locally.