SMOOR to Launch True Macaron E-store

SMOOR, a Bengaluru-based luxury chocolate brand that crafts the ultimate indulgence experience with couverture chocolates, has unveiled its plans to launch an exclusive Macarons store. Having created and built the couverture chocolate category in India, the brand is now set to introduce Macarons in a bouquet of unique, assorted flavors and variants.  
 
In a domain-defining move, the brand is launching an online platform through which it will be introducing premium and curated Macarons. At the forefront of creative innovation, SMOOR’S True Macaron e-store will offer a range of 21 unique flavors in macarons. The launch also brings a range of eggless macarons to cater to the segment that has been waiting to enjoy this delicate and delightful confectionary.
 
The range will also offer exciting never-experienced-before flavors in macarons like Matcha Pistachio & Cassis Violet and macaron desserts including Macaron Chocolates, Macaron Cupcakes and Macaron Cakes in indulgent flavors like Araguani Dark Chocolate Fudge. The range will be available on the website and also at SMOOR stores. 
 
There exists a gap in terms of dedicated industry players innovating and elevating these Parisian delicacies. It is to address this gap and the growing consumer inclination towards snacking, that SMOOR is making its foray into a brand-new category with its True Macaron range. 
 
Speaking on the launch, Kanchan Achpal, CMO, SMOOR, said, “We are delighted to launch our brand new category with the True Macaron e-store alongside our momentous 5 year anniversary. Macarons represent an industry that is ripe for disruption by a cutting-edge brand that can use this much-loved dessert and build an entire range of unique desserts around it. This is exactly what we are doing as we capitalize on the opportunity and, yet again, emerge as category creators. We believe in delivering the best, most unique experiences to our customers, and this new launch is just another step underlining this promise.”
 
Since its inception, SMOOR has primarily targeted the young adult segment that has the taste for the fine things in life, who seek unique experiences, are discerning with their choices, and are willing to spend on premium and curated products.  Building on this, the brand will offer the highest quality, the widest range of macarons that are packaged to perfection, also making them a fine gifting choice. 
 
With its unique category expansion strategy, SMOOR is planning to capture 10 percent of the Indian macaron market which is estimated to be valued at Rs 44 crore. The market is projected to reach Rs 100 crore by 2026, by when the brand is targeting to have 30 percent of the market with its unique offerings.