Perfetti Van Melle (PVM) has appointed Black White Orange Brands Pvt. Ltd. (BWO) as the official licensing agent for its confectionery brand Chupa Chups in India. The partnership is aimed at expanding the brand beyond confectionery into a structured licensing programme across lifestyle and consumer product categories, strengthening its presence in one of its key growth markets.
Under the agreement, BWO will design, develop and manage the Chupa Chups licensing ecosystem in India. The programme will focus on building strategic collaborations across apparel, accessories, home goods, personal care, back-to-school products and wider lifestyle-led categories. The objective is to translate the brand’s visual identity and pop-culture positioning into consumer products relevant to the Indian retail environment.
Chupa Chups, known globally for its vibrant branding and playful identity, was designed with its iconic logo by artist Salvador Dalí in the 1960s. Over time, it has evolved into a global pop culture brand with strong recognition across generations. The licensing initiative aims to extend this equity into non-confectionery categories, using its established visual language and playful brand tone to support product innovation.
Ms Anna Amat, area licensing manager, Perfetti Van Melle, said, “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.”
The licensing strategy is positioned to leverage India’s evolving consumer goods market, where brand-led product demand is increasing across both organised retail and e-commerce channels. The partnership will also focus on developing cohesive style guides and design frameworks to ensure consistency across licensed product categories.
Ms Mitali Desai, co-founder and COO, Black White Orange, said, “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 is identified as a significant market for brand extensions, supported by a rapidly expanding retail ecosystem and increasing appetite for branded consumer products across categories such as fashion, lifestyle and gifting. The Chupa Chups licensing programme is structured to capitalise on these trends through multi-category product expansion.
BWO will collaborate with manufacturers, retail partners and consumer brands to develop and distribute licensed products that align with Chupa Chups’ playful and colourful brand DNA. The focus will remain on adapting global brand assets into locally relevant designs while maintaining brand consistency.
The rollout of licensed products is expected to take place in phased launches across key retail and distribution channels. Future collaborations are likely to span multiple consumer touchpoints, including retail formats, lifestyle stores and gifting-led product lines.
Through this partnership, Perfetti Van Melle and BWO are aiming to build a scalable licensing model for Chupa Chups in India, combining global brand heritage with local market execution.
