Perfetti Van Melle names BWO as Chupa Chups licensing partner in India

MUMBAI: Perfetti Van Melle has appointed Black White Orange Brands Pvt. Ltd. as the official licensing agent for its iconic Chupa Chups in India, marking a push to extend the brand beyond sweets into lifestyle categories.

Under the agreement, Black White Orange will develop and manage the licensing programme across segments such as apparel, accessories, home goods, personal care and back-to-school products. The move signals a broader strategy to tap into India’s growing appetite for brand-led consumer products.

Known for its colourful identity and instantly recognisable logo created by Salvador Dalí, Chupa Chups has evolved into a global pop-culture icon. The India licensing programme aims to translate that playful appeal into products tailored for local consumers.

Perfetti Van Melle area licensing manager Anna Amat said the partnership would help unlock opportunities beyond confectionery, adding that the company sees strong potential for the brand’s expansion in India.

Black White Orange Brands Pvt. Ltd. co-founder and COO Mitali Desai noted that the focus will be on building a visually distinctive and design-led licensing portfolio that reflects the brand’s playful identity.

With India’s retail landscape evolving rapidly, the partnership is expected to drive collaborations with manufacturers and retailers across fashion, lifestyle and gifting segments. Product rollouts are likely to begin in phases through key distribution channels.

As global brands look to deepen their footprint in India, Chupa Chups’ move from candy counters to lifestyle shelves could add a fresh pop of colour to the market.