Mumbai: Perfetti Van Melle has appointed Black White Orange Brands Pvt. Ltd. (BWO) as the official licensing agent for its iconic confectionery brand Chupa Chups in India, marking a strategic move to expand the brand’s presence beyond confectionery into lifestyle and consumer product categories.
Under the agreement, BWO will develop and manage the Chupa Chups licensing programme across India, focusing on categories such as apparel, accessories, home goods, personal care, and back-to-school products. The initiative aims to leverage the brand’s strong global recall and vibrant identity to create innovative, market-relevant offerings for Indian consumers.
Known for its distinctive visual appeal and logo designed by Salvador Dalí in the 1960s, Chupa Chups has evolved into a global pop culture icon with multi-generational appeal. The new licensing push seeks to tap into this legacy while aligning with India’s rapidly evolving retail and consumer landscape.
“We are thrilled to partner with BWO to expand Chupa Chups’ licensing footprint in India and unlock exciting opportunities beyond confectionery. BWO brings a passionate and dynamic team that truly understands the essence of Chupa Chups and what makes the brand so unique. We are confident that India will soon be bursting with color, energy, and positive Chupa Chups vibes,” says Anna Amat, Area Licensing Manager at Perfetti Van Melle.
Adds Mitali Desai, Co-Founder & COO, Black White Orange, “Few brands own indulgence and pop expression the way Chupa Chups does. For us at BWO, the opportunity lies in translating that into a licensing program driven by bold visual storytelling, pop-color palettes, elevated design language and distinctive style guides that feel truly new for India. We’re excited to partner with Perfetti Van Melle & build a portfolio of products that are as iconic, playful and visually striking as the brand itself.”
India continues to present a strong growth opportunity for brand-led product extensions, driven by increasing consumer demand and an expanding retail ecosystem. Through this partnership, BWO will collaborate with manufacturers, retailers, and brand partners to roll out licensed products across key categories.
The licensing programme is expected to explore collaborations across fashion, lifestyle, retail, and gifting segments, with phased product launches planned across major distribution channels in the coming months.
