The Dharampal Satyapal Group (DS Group) has partnered with British cookie chain Ben’s Cookies to launch the brand in India, with an initial rollout of seven stores in Delhi and Mumbai, according to livemint.com. The move aims to attract Gen Z and millennial consumers seeking premium indulgent cookie experiences.
DS Group, known for its Catch masalas and beverages, secured the partnership to bring Ben’s Cookies’ offerings to the Indian market. The launch will focus on premium cookies, targeting younger consumers who favor experiential and indulgent food options. The initial seven stores will open in key metropolitan areas, setting the stage for further expansion.
This development comes as the Indian food retail sector sees growing demand for premium and international brands catering to younger demographics. The entry of Ben’s Cookies aligns with trends where global food chains are localizing their presence to tap into India’s expanding urban consumer base. DS Group’s established distribution network and brand recognition provide a strong foundation for Ben’s Cookies to scale in India.
Looking ahead, DS Group plans to monitor the performance of the initial stores and expand the footprint based on consumer response. The company is expected to focus on marketing strategies that resonate with Gen Z and millennials, aiming to build a loyal customer base in India’s competitive premium cookie segment. Further store openings and product innovations may follow as the brand establishes itself.