Lindt, who? Indian craft chocolates are stealing the show one bar at a time

A couple of days ago, a piece of information shocked chocolate connoisseurs worldwide. To settle a class action lawsuit, Swiss chocolatier Lindt & Sprungli – a chocolate lover’s favourite – admitted that their products may not be “expertly crafted” after all and could contain heavy metals like lead and cadmium.

Swiss chocolatier Lindt and Sprungli admitted that their products may not be “expertly crafted” after all. (Photo: Unsplash)

And just like that, all hell broke loose.
A few weeks ago, grabbing a chocolate bar was as casual as it could get. But who would have thought that a simple treat could pose potential health risks? Experts have long touted dark chocolate as a great source of antioxidants, so this revelation came as a surprise. Perhaps it’s a reminder of why it’s more important than ever to stay aware of what we put into our bodies.
While our love for Swiss and Belgian chocolates may linger for years to come (and may never die), it’s worth taking a moment to look closer to home. The Indian chocolate scene is undergoing a serious transformation, and you should take a moment to witness, love and celebrate.
“Mind share comes before market share,” says Vikas Temani, founder of Paul and Mike (farm-to-bar chocolates). For him, it’s not just a marketing mantra – it’s the heart of a growing revolution in India’s chocolate industry. Over the past decade, the market has quietly shifted. Once dominated by mass-produced brands like Cadbury, it’s now thriving with homegrown, craft chocolate makers like Temani and others who are carving out a niche and reshaping how we experience cocoa in its best form.
For decades, cocoa farming in India was a low-margin business, dominated by bulk buyers with little regard for quality. But in the last ten years, a new breed of chocolatiers has emerged – crafting bean-to-bar chocolates that rival global brands are putting Indian cocoa on the world map.
From hand-harvested beans in the southern states to elegantly packaged bars in luxury stores, these craft chocolate makers are reshaping how Indians indulge in chocolate.
Back in 2015, India barely had any bean-to-bar chocolate makers. According to Karthikeyan Palaniswamy, founder of Soklet, brands like Naviluna and Mason & Co. were amongst the first to emerge around 2012-2015. These early players disrupted a market where nearly 90 per cent of Indian cocoa production was controlled by just two companies – Campa and Cadbury.
“They essentially functioned like a cartel,” says Palaniswamy. “Farmers had no say in pricing, as domestic cocoa production was minuscule and couldn’t meet local demand.”
The reason, he mentions, behind this was because India was a net importer of cocoa beans.
“The domestic production was minuscule and couldn’t even meet the local demand. With just two major buyers in the market, there was little competition. The price difference between the two buyers during the season was negligible. Farmers got the same price irrespective of the bean’s quality, fermentation, drying, or sorting,” he adds.
Fast forward to today, and the landscape looks very different. Craft chocolate brands have not only created new demand but also helped farmers improve post-harvest processes, such as fermentation and drying.
For years, luxury chocolates were synonymous with global giants like Lindt and Ferrero Rocher. However, a shift in consumer preferences is driving growth for local craft brands.
“Consumers are becoming more aspirational across categories, from cars to coffee—and now chocolates,” explains Temani. “People are looking beyond Ferrero Rocher and Cadbury for something better.”
But it’s not just about aspiration. The desire for quality, sustainability, and healthier options is playing a significant role. Urban consumers, in particular, are becoming more informed about what they consume.

Each chocolate is crafted with a lot of precision at Manam Chocolate Karkhana. (Photo: Daniel D Souza)

“Health consciousness is a major driver,” says Palaniswamy. “Consumers today want products that are natural, minimally processed, and free of harmful additives. This aligns well with what craft chocolate brands offer.”
Many consumers today are very conscious of the carbon footprint of the products they buy and are unwilling to compromise on this. Take, for example, the cocoa sourced from Africa, which is then processed into chocolate in Switzerland before eventually landing on your supermarket shelf. That’s a journey of thousands of kilometres, contributing significantly to the carbon footprint. This growing awareness is one of the reasons why homegrown craft chocolates are gaining a better response – they offer a more sustainable alternative.
Chaitanya Muppala, founder of Hyderabad-based Manam Chocolate, doesn’t like his brand to be associated with the cliché term bean-to-bar because he believes the journey begins much before, with the genetics of the cacao trees, the soil, and the fermentation process.
The brand works with over 150 farmers, providing them with education on soil management and cultivation techniques to increase yield and quality.

Breaking of cacao pods by workers at Distinct Origins Cacao Fermentery in West Godavari District owned by Manam Chocolate.

“We actually work very closely with over 150 farmers and have developed a new model around cacao procurement. We don’t just buy the beans from farmers, but we actively collaborate with them on genetic selection, farming practices, soil management, and all other factors that contribute to creating complex, flavourful cacao. For us, chocolate making begins on the farm, not with the bean,” he explains.
In July this year, Manam Chocolate was featured on TIME’s list of the World’s Greatest Places, becoming the first Indian craft chocolate brand to achieve this recognition.
Indian craft chocolate makers are creating a positive impact on farmers by establishing direct, fair relationships and promoting sustainable farming practices. This has also helped farmers get a fair price for their produce and hard work which was earlier not even considered by the big players as the yields were bought by industries at throwaway prices.
“We pay a fair price to farmers — unlike industrial chocolate, which compensates farmers poorly. In our system, farmers get around 25-30 per cent of the profit, whereas in the global value chain, only about 6 per cent goes to them,” states Chaitanya.

Farmers at work harvesting the cacao pods. (Photo: Manam Chocolate)

Dr Arun Viswanathan SK is the founder and CEO of Chitram Craft Chocolates based in Coimbatore, another brand taking the Indian chocolate game a notch higher. He mentions that one thing that each brand is trying to work towards is collaborating with farmers who have not been associated with or supported by any big brand.
“For instance, we work with a farmer from a region called Pachamalai in Tamil Nadu. Not many people know that cocoa is grown there. Our motive is more towards reaching out to those farmers and improving their fermentation practices to develop better products, helping them reach the bigger market. For us, it’s about giving customers another opportunity to choose a lesser-known region.
Through these partnerships, craft chocolate brands are not only improving the quality of Indian chocolate but also benefiting farmers by ensuring they receive proper training, better compensation, and a fairer share of the value chain.
You’ve probably heard of kunafeh, and if you haven’t, you must be living under a rock. This Arabic dessert has taken the world by storm, largely thanks to Dubai-based chocolate brand Fix, which has pushed it into the spotlight. It’s become an obsession – people are lining up at their stores, getting it delivered overseas, and if they can’t, they’re making it themselves with whatever ingredients they can get their hands on.
Now, just like that, it is possible for Indian flavours to reach the masses, and that’s what these brands are striving to do.
Indian chocolates are starting to gain recognition for their distinctive flavours, thanks to the incorporation of local ingredients and superfoods. Chitram, for instance, pioneered the creation of Moringa-based chocolates, which won an International Chocolate Award in 2019. Their award-winning Mango Lassi chocolate brings an Indian twist to the chocolate-making process, blending classic flavours with bold, homegrown ingredients. “We’re not just making chocolates; we’re telling a story about India’s rich agricultural heritage,” Dr Arun notes.

Mango lassi chocolate from Chitram. (Photo: Chitram/Instagram)

A few brands are going above and beyond to infuse flavours that were once unimaginable in chocolates—rose, sandalwood, banana, mango, beetroot, filter coffee, masala chaas, lemon, ginger, tulsi green tea—name it, and you might just be surprised to find it on the supermarket shelf.

Bhut Jolokia chilli flavoured chocolate by Soklet. (Photo: Soklet/Instagram)

When investing in an Indian craft chocolate bar, which retails for about the same price as a luxury Swiss brand (around Rs 400), how do consumers make their choice? This is where consumer education plays a crucial role.
As Vikas Temani already mentioned, “mind share” plays a very important role and if these craft chocolates are to witness the boost that they should, educating consumers about why Indian chocolates should be held in high regard is important.
For Viswanathan, educating consumers is a key focus. “It’s about coming together to do festivals, events, or pop-ups to connect with the audience,” he says. “In markets like Bengaluru, where we’ve participated in the Craft Chocolate Festival, we’ve seen a significant change in consumer knowledge and response to our products.”
Many consumers are still unfamiliar with the origins and production processes behind these chocolates, but brands are actively addressing this by emphasising storytelling, transparency, and sustainability. Chaitanya, for example, stresses how educating the consumer on the quality and traceability of ingredients is vital. By showcasing the journey of cocoa beans from farm to bar, they create a deeper connection with the product.
Arun also highlights that this push towards education allows consumers to appreciate the complexities of flavours and the ethical impact of their purchases.
With growing awareness, consumers are shifting towards chocolates that not only taste unique but are also produced with a commitment to fair trade and sustainable practices, benefitting both farmers and the environment. As the market continues to evolve, consumer education remains at the heart of craft chocolate’s success, transforming indulgence into a conscious, informed choice.
The future looks promising for India’s craft chocolate makers. With increasing consumer awareness, a growing appreciation for locally made products, and initiatives like craft chocolate festivals, the market is poised for further growth.
As Palaniswamy puts it, “When we launched our first chocolate bar in 2016, it was priced at Rs 200, and customers hesitated to buy. Today, price is no longer a deterrent for those who truly enjoy our products.”
The journey from farm to bar is one of passion, perseverance, and a commitment to quality. And as more Indian consumers discover the rich, diverse flavours of homegrown craft chocolates, it’s clear that this segment is here to stay.