Perfetti Van Melle names Black White Orange as India licensing partner for Chupa Chups

Perfetti Van Melle has appointed an official licensing agent for India, as it looks to expand the brand beyond confectionery into lifestyle and consumer products.

Under the agreement, Black White Orange (BWO) will lead Chupa Chups’ licensing programme across categories such as apparel, accessories, home products, personal care and back-to-school items. The focus will be on building partnerships with manufacturers, retailers and collaborators to tap into growing demand for branded merchandise in India.

Founded in 1958, Chupa Chups has grown into a widely recognised pop culture brand, known for its distinctive identity shaped in part by artist . The company sees potential to extend this identity into new product categories for Indian consumers.


Anna Amat, Area Licensing Manager at Perfetti Van Melle, said the company is partnering with BWO to grow Chupa Chups’ presence in India beyond confectionery. She said BWO understands the brand well and is well placed to take it into new categories, adding that consumers can expect to see more of its signature colours and playful appeal in the market.

Mitali Desai, Co-Founder and COO, Black White Orange, said the focus would be on building a licensing programme rooted in strong design and brand storytelling. The opportunity lies in translating the brand’s identity into products that feel fresh and relevant for India, she added.

The move comes as India’s licensing and merchandising market continues to grow, supported by organised retail expansion, e-commerce and increasing consumer interest in global brands. BWO will work on creating a structured licensing ecosystem across retail, fashion, lifestyle and gifting, with launches expected in phases across channels.