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Barry Callebaut is bringing chocolate academy to Mumbai
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Saturday, 16 August, 2008, 08 : 00 AM [IST]
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Irum Khan, Mumbai
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In an attempt to bring a Barry Callebaut taste of Europe to the Indian confectionery menu, the company has launched its first academy in India. Barry Callebaut, the world's leading manufacturing company of cocoa and chocolate products, announced the opening of its first state-of- the-art academy in Mumbai on Friday.
The move is a part of the company's expansion plan in the Asian region. According to the international market intelligence provider, Euromonitor, the relatively small Indian chocolate market is expected to grow on an average per year by 17.8 % between 2008 and 2012. David Loh Der Fend, sales manager, food manufacturers and cocoa, Barry Callebaut, said, "Many international brands are targeting India because of the growing economy and optimistic growth prospects. These companies are witnessing the growth rate more than the Indian GDP. We are just here to bring an add-on to the Indian sweets menu."
The training centre of Barry Callebaut will be relying on the knowledge accumulated over more than 150 years by Barry Callebaut's world's leading gourmet chocolate brands Callebaut, Cacao Barry and Carma.
Said Paul Halliwell, director, gourmet business, Barry Callebaut, Asia, "It is important to understand and analyse the Indian market. It is a challenging market in terms of cold storage chain, education and awareness about chocolate, supply of electricity and the consumer psychology."
The company already supplies majority of its products to five-star hotels in India and would target the chefs in these hotels for enrollment to the academy. Chef Gael Ettilard, technical advisor, Barry Callebaut, Asia Pacific, said, "Indians use a lot of cocoa in preparing chocolates, which gives them a sultry taste and hence you feel like drinking water after having them, as cocoa does not melt easily. By means of demonstration, theory classes and workshops, we're passing on our expertise and passion for chocolate."
Barry Callebaut operates 10 chocolate academies worldwide. Says Gael, "For more than 20 years, Barry Callebaut experts have offered tailor-made courses to specialists. In our 10 chocolate academies worldwide, about 500 chocolatiers, confectioners and chefs gather each week for transferring the knowledge to each other. "
Course offered will be for duration of 2-3 days and 10 students would be accommadated in one class. The fee structure would be linked with Barry Callebaut's marketing strategy, which is being worked upon.
"The nature of the course would be initially limited to basic chocolate making with lighter ingredients keeping the Indian taste in mind," said Gael. The course would comprise introductory courses on the origin of chocolates, moulding to enrobing and sculpting techniques. The sessions would be guided by experienced teachers, qualified technical advisors, famous chefs and specialists.
Chocolate is a luxury for Indians and is consumed on special occasions. The traditional Indian confectionery sweets are still popular and go well with Indian taste. Said Gael, "We have seen Indian housewives making confectionery and they have mastered this task beautifully."
But with globalisation, the scenario is quite changing. Indians returning offshore are asking for western exotics in their homeland. McDonald's is one such product of the global trade. However, India being India, people have an emotional attachment with what they consume. Said Paul, "The bitter and darker chocolate popular in the west is still to find grounds in the Asian countries. Indians prefer a lighter version of chocolate with taste of dairy."
Interestingly, Paul and Gael denied tasting any Indian chocolate and were hesitant to name the Indian leaders in the chocolate business. Seems the businessmen know their jobs well.
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