Overnight, its market share in India slid from 73 per cent to 69.4 per cent. For a company used to setting the rules, that was hard to take. The damage control measures, which included a new packaging format and brand ambassador, worked. Cadbury more or less resurrected itself. Today, its market share stands at 71 per cent, just two percentage points short of what it used to be.

At present, the chocolate maker has the market nicely covered with offerings that range from Re 1 for a Cadbury Eclair to the all-year-round Celebration gift packs priced between Rs 145 and Rs 155. Nevertheless, intent on surpassing the peaks it had scaled earlier, the brand is penetrating deeper.

Image: Cadbury's advertisement.| Photograph: Cadbury's website

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