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Fabelle chocolate boutiques launched at ITC Grand Central, ITC Maratha
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Saturday, 17 December, 2016, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Mumbai’s ITC Grand Central and ITC Maratha opened their doors to boutiques that will host the luxury chocolate brand Fabelle. The chocolates have been in the making for almost a decade, with extensive research and numerous trials in the company’s pursuit to craft the finest luxury chocolates in India.
Fabelle was created a team of international chefs and ITC master chocolatiers to craft the finest quality chocolates, using choicest ingredients from across the world. It is customisable and makes for a gifting option. It is also present in Delhi, Bangalore, Chennai and Kolkata.
The creations include Fabelle Elements (intricately crafted pralines inspired by the elements of nature), Fabelle Ganache (velvety soft cubes of exotic cocoa delicately churned with butter and fresh cream) Fabelle As You Like It (personalised chocolate cup creations offering myriad possibilities of fillings and toppings), Fabelle Single Origin Cacoas [single-origin bars, crafted using cocoa from 6 different countries (Madagascar, Dominican Republic, Venezuela, Ecuador, Sao Tome and Ghana)], and Fabelle Gianduja (recreation of an Italian delicacy from the Napoleon era fashioned by infusing hazelnuts into rich, creamy milk chocolate).
Each Fabelle creation has been tested to carefully balance tastes and textures to ensure absolute perfection. ITC has set up a state-of-the-art facility with best-in-class technology to manufacture Fabelle chocolates in India. ITC is sourcing impeccable single-origin cocoa from the best cocoa-growing regions in Africa and South America, such as Madagascar, Ivory Coast, Venezuela, Saint Domingue and Sao Tome.
The diversity of each country lends a unique magical taste and feel to the chocolates. For example, a Vanilla Cremeux bar with Saint-Domingue chocolate mousse has been crafted with a 70 per cent single-origin Saint-Domingue chocolate which has strong cocoa notes. Similarly, chocolates from Sao Tome have fruity and spicy under notes which have been used to craft the classic warm cocoa. It has been paired with Lankan cinnamon and black pepper and frosted with whipped cream and cocoa nibs.
Creating an incomparable chocolate experience was at the heart of conceptualising Fabelle chocolates. A Fabelle Ganache is a masterpiece crafted with meticulous conching that brings out the most sensational flavours and aroma along with the melt-in-mouth experience. Fabelle Elements have been created with 26 different unique ingredients sourced across from seven different countries to delight the Indian chocolate connoisseur who seeks evolved chocolate experiences.
ITC has leveraged its institutional strengths to create these unique offerings for today’s discerning chocolate lovers through Fabelle boutiques in ITC's luxury hotels. In India, the product was introduced at the ITC Gardenia in Bengaluru with a dedicated boutique for an immersive and participative chocolate experience.
Fabelle chocolate boutiques opened at ITC Maurya in New Delhi, ITC Sonar in Kolkata and ITC Grand Chola in Chennai. Said G K Suresh, vice-president, new category development, foods division, ITC, said, “Fabelle is set to redefine the luxury chocolate segment in India and has been crafted with inputs from some of the world’s most renowned experts and with a decade of intensive research and trials. At ITC, we have always endeavoured to create world-class products, and with Fabelle, we will present an engaging experience for the discerning consumers who are passionate connoisseurs of the finest luxury products and services.”
On ITC’s understanding of the discerning Indian consumer’s evolving taste buds, he added, “The modern-day, well-travelled Indian continues to seek novel experiences that inspire him/her and with the introduction of Fabelle, we will be delivering a magical experience.”
Dipak Haksar, chief executive officer, ITC Hotels and WelcomHotels, said, “ITC Hotels spell an unparalleled world of luxury and provide the perfect ambience for Fabelle’s premium chocolate boutiques. The dedicated boutiques for Fabelle at the ITC luxury hotels across the country will provide an immersive and participative chocolate experience and consumers will enjoy a range of finest chocolate creations designed by the master chefs of ITC Hotels.”
The launch of Fabelle comes at a time when the luxury chocolate market in India is still nascent with enormous opportunities. ITC is banking on leveraging its expertise in creating premium luxury products and services to give Fabelle a winning edge in this exclusive and aspirational space.
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