DS Group Partners with Ben's Cookies to Expand in India

The Dharampal Satyapal Group is collaborating with renowned British brand Ben's Cookies to introduce the label's freshly baked cookies to the Indian market. The strategic partnership involves opening up to 10 outlets in Delhi and Mumbai within this fiscal year, with the initial stores set to roll out in June and July, according to Sanskriti Gupta, who leads the Ben's Cookies business in India.

Founded by Helge Rubinstein in 1983, Ben's Cookies is celebrated for its freshly baked cookies using high-quality ingredients. The move aligns with DS Group's vision to meet the rising demand for premium, artisanal products, leveraging urban affluence and a growing cafe culture among Indian youth. Gupta emphasized the brand's potential to bridge the gap between packaged and freshly baked goods, tapping into current consumer trends and the substantial growth opportunities of this niche market.

Ben's Cookies will position itself as a premium yet accessible offering, with prices starting at Rs 325 per cookie and gift packs exceeding Rs 1,500. Targeted toward festive and corporate gifting, the brand also aims to establish a strong online presence through partnerships with platforms like Swiggy and Zomato.

Looking beyond Delhi and Mumbai, DS Group plans to expand into other major Indian cities, including Bangalore, Kolkata, Pune, Chennai, and Hyderabad. However, the expansion comes with logistical challenges as the brand imports cookie dough from the UK, requiring stringent cold chain management to ensure product quality.

(With inputs from agencies.)