"We noticed that if we've got distinct products it just adds to growth. This brand will create a new category and add 3-5 per cent to our revenues," says executive director, marketing and international business, Sanjay Purohit.

Second chance

This is Bournville's second coming, given that it has been around for almost 30 years. "We realised that it was not marketed well, there was hardly any promotion. It merely existed, with no specific marketing plans, and accounted for a miniscule part of our business. So we pulled it off the shelf and changed everything about it. The name was retained for any residual Bournville equity," says Purohit.

Analysts, however, feel this move is a fitting reply on Cadbury's part to imported chocolate makers, many of whom have been slowly gaining ground. "Cadbury has already lost out on the upper end of the market," says Sanjay Sethi of Technopak Advisors, the retail consultancy.

"Though there are various international players in the dark chocolate sector, in India only Amul was able to offer feeble competition with its dark chocolate, Bindaaz. Thus entering or re-launching this is a strategy to maintain the competitive advantage."

Image: A box of Cadbury's Heroes chocolates.| Photograph: Leon Neal/AFP/Getty Images

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