Under the agreement, BWO will develop and manage the Chupa Chups licensing program across the Indian market, expanding the brand into a range of lifestyle and consumer product categories
Black White Orange Brands (BWO), a brand licensing and consumer products company, has been appointed by Perfetti Van Melle (PVM) as the official licensing agent for the confectionery brand Chupa Chups in India.
Under the agreement, BWO will develop and manage the Chupa Chups licensing program across the Indian market, expanding the brand into a range of lifestyle and consumer product categories. The program will focus on strategic partnerships across apparel, accessories, home goods, personal care, back-to-school and other lifestyle segments.
“We are thrilled to partner with BWO to expand Chupa Chups’ licensing footprint in India and unlock exciting opportunities beyond confectionery. BWO brings a passionate and dynamic team that truly understands the essence of Chupa Chups and what makes the brand so unique,” stated Anna Amat, Area Licensing Manager, Perfetti Van Melle.
The official statement noted that India represents a significant growth opportunity for brand extensions, driven by a rapidly evolving retail landscape and increasing demand for brand-led consumer products. Through this partnership, BWO will work closely with leading manufacturers, retailers and brand partners to create licensed products.
“Few brands own indulgence and pop expression the way Chupa Chups does. For us at BWO, the opportunity lies in translating that into a licensing program driven by bold visual storytelling, pop-color palettes, elevated design language and distinctive style guides that feel truly new for India. We are excited to partner with Perfetti Van Melle and build a portfolio of products that are as iconic, playful and visually striking as the brand itself,” stated Mitali Desai, Co-founder and Chief Operating Officer, Black White Orang.
The licensing program will explore collaborations across retail, fashion, lifestyle and gifting categories, with product launches expected to roll out through key retail and distribution channels in the coming phases.
