Black White Orange Brands Pvt. Ltd. (BWO), one of India’s leading brand licensing and consumer products companies, has been appointed by Perfetti Van Melle (PVM) as the official licensing agent for the iconic 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.
With its vibrant identity and instantly recognizable logo designed by the artist Salvador Dalí back in the 1960’s, Chupa Chups has become a pop icon, building a strong global fan base across generations. The licensing initiative aims to leverage the brand’s playful spirit, colorful design language and pop-culture appeal to create innovative consumer products tailored for the Indian market.
“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. We are confident that India will soon be bursting with color, energy, and positive Chupa Chups vibes,” says Anna Amat, Area Licensing Manager at Perfetti Van Melle.
Adds Mitali Desai, Co-Founder & COO, Black White Orange, “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’re excited to partner with Perfetti Van Melle & build a portfolio of products that are as iconic, playful and visually striking as the brand itself.”
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 that celebrate Chupa Chups’ playful DNA while appealing to contemporary Indian consumers.
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.
