Chitale Bandhu Mithaiwale – Creating Sweet Memories through Continuous Innovation| Marketing Strategies

Code : MM0085 Year :2021 Industry :Food & Beverage			Region : Asia Teaching Note:Available Structured Assignment :Not Available
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INTRODUCTION: On Monday, July 27, 2020, Indraneel Chitale (Indraneel), a fourth-generation member of the family that owned ‘Chitale Bandhu Mithaiwale’, a popular Indian sweet and snacks brand in the city of Pune in Maharashtra, India, and a partner at the company, was busy checking Chitale’s Twitter handle in his office, when a customer’s tweet caught his attention. The tweet was from Aditya Raje (Aditya), a Non-Resident Indian based in the UK. In the tweet, Aditya thanked the company for making its popular salty snack ‘Chitale Bakarwadi ’ available in a country thousands of miles away from his homeland. The tweet said: “It really makes (me) nostalgic and emotional when we get it in UK”. As Indraneel came to the end of the heart-warming tweet, a smile lit up his face and he felt a sense of pride in the brand that had started its journey 80 years earlier. He once again realized the power of the brand Chitale and how its products had generated so many sweet memories among its customers.
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