Lotte Wellfood has officially completed the Pepero production line at its Haryana factory in India’s subsidiary, Lotte India, and has begun local production and sales, the company announced on July 8. This marks the brand’s first overseas manufacturing base and is expected to serve as a key stepping stone for expanding into India and neighboring markets.
In January 2023, Lotte Wellfood invested approximately 33 billion won (21 billion rupees) to establish the Pepero production line at the Haryana plant. This move introduces Pepero to India’s confectionery market, which is estimated to be worth around 17 trillion won, marking the first time the popular snack is produced locally in India.
Initial product offerings include two varieties: Original Pepero and Crunchy Pepero. The company plans to expand distribution channels starting from Delhi to nationwide markets across India. Efforts are underway to secure diverse sales outlets, including major supermarkets, online shopping platforms, and small retail stores.
Innovations tailored to India’s hot and humid climate have also garnered attention. After numerous formulation tests, Lotte Wellfood developed a recipe that maintains Pepero’s signature chocolate flavor while resisting melting even at 40℃. Additionally, to preserve the crispy texture of the stick portion, the company has optimized the use of locally sourced flour and established a stable supply chain.
To target the local market, digital marketing campaigns aimed at Generation Z are also being launched. These campaigns will focus on the brand slogan “Share Together” and will leverage the social media activities and trend sensitivity of this demographic.
From September, the company will kick off a global Pepero Day campaign featuring Stray Kids, its global ambassador, further enhancing brand awareness in India.
Moving forward, Lotte Wellfood plans to expand the product lineup with various flavors and formats tailored to local tastes. The company also intends to export to neighboring regions such as the Middle East and Southeast Asia, in addition to boosting domestic sales within India.
In conjunction with these efforts, Lotte Wellfood recently completed the merger of its Indian subsidiary, Lotte India, with the ice cream brand Havmor, under its ‘ONE INDIA Strategy.’ With comprehensive infrastructure that includes a northern Haryana factory, southern Havmor distribution channels, and a new factory in Pune in the west, the company aims to reach an annual revenue of 1 trillion won by 2032.
A Lotte Wellfood spokesperson stated, “India is a key strategic market for the global expansion of the Pepero brand. Based on local production and consumer-centric strategies, we aim to accelerate achieving 1 trillion won in global sales.”
