Chitale Bandhu Chalks Up Aggressive Plans For The UK Market

Maharashtrians swear by it. Bakarwadi, a quintessential Maharashtrian item, is loved not just all across India but the world over thanks to the Pune headquartered Chitale Bandhu Mithaiwale making it available across India via their franchisee Chitale Express. The second generation Chitale brothers are keen to register their brand’s presence globally. So this 83-year old savoury chain has roped in Bollywood stars to endorse their products — namkeen, sweets and dairy products. Chitales have taken the fullest advantage of the opening up of the USA markets and has made huge penetration in institutional sales by tying up with retail chains like Costco. In the UK, they have discontinued their prime distributor Pandit and Co. and replaced them with three new distributors to cover the entire UK. Recently, Chitale brothers who were in London as part of the Export Promotion Council, took time off to explore the UK market. Like the other big daddies in the dairy business in India, Chitales are hopeful that the new Free Trade Agreement may include easy access to Indian dairy products. Sixty percent of Chitales’ portfolio constitutes dairy products so they are keen that their dairy and dairy-based products are exported to the UK. After Brexit it’s observed that the UK which has huge consumption cannot procure enough to suffice its needs from other European countries thus India is one of the best options that has given hope to the Chitales and their ilk.