The Lotus Biscoff’s Big Bet on India: GTM Strategy

In June 2024, Lotus Bakeries joined hands with Mondelēz International to bring Biscoff to the Indian masses. While Biscoff already had a niche cult following—often found alongside lattes in premium cafés—its availability was limited, and pricing remained a barrier.

With India’s biscuit market valued at over USD7 billion, Lotus Bakeries saw immense potential. However, to win in a country dominated by Parle, Britannia, and ITC, it needed a strong local partner, smarter distribution, and competitive pricing. Enter Mondelēz International, a snacking powerhouse with an extensive Indian footprint.

From Niche Treat to Everyday Indulgence

Despite being a global favorite, Biscoff faced multiple hurdles in its Indian expansion:

•  Limited Retail Presence – The brand was primarily found in import stores and high-end cafés, limiting accessibility.
• Premium Pricing – Import costs made Biscoff significantly pricier than local alternatives.
• Low Mass Awareness – While recognized by coffee lovers and travelers, Biscoff was yet to break into mainstream Indian snacking habits.
• Fierce Competition – With homegrown brands dominating retail shelves, creating space for a new premium entrant wasn’t easy.

The Winning GTM Strategy: Mondelēz x Biscoff

To crack India, Lotus Bakeries leveraged Mondelēz’s deep market expertise and took a multi-pronged approach:

• Expanding Distribution – By tapping into Mondelēz’s retail reach, Biscoff quickly moved from niche stores to mainstream supermarkets, hypermarkets, and online platforms.
• Local Manufacturing = Competitive Pricing – Setting up domestic production allowed the brand to cut costs and introduce more accessible pricing, making Biscoff an affordable luxury.
•  Café-First Positioning – The brand leaned into India’s booming café culture, positioning itself as the perfect coffee companion, mirroring its global appeal.
•  The Dessert Revolution – Biscoff wasn’t just a biscuit; it became a star ingredient in cheesecakes, puddings, tiramisu, truffles, and milkshakes, sparking demand in both homes and restaurants.
•  Co-Branding with Chocolates – Outside India, Lotus and Mondelēz launched Biscoff-infused chocolates with Cadbury in the UK and Milka in Europe, expanding its footprint globally.

Biscoff is Now Everywhere – What’s Next?

• Rapid Expansion – Biscoff has moved beyond premium retail and into everyday snacking, becoming a household name.
• From Cookie to Variety – Its presence in desserts, beverages, and even co-branded chocolates has fueled its popularity. Biscoff isn’t just a cookie anymore; it’s a flavor phenomenon—in cheesecakes, puddings, tiramisu, truffles, and more.
• Sustained Growth Ahead – With competitive pricing, café partnerships, and a growing distribution network, Biscoff is poised for long-term success in India.

With a savvy GTM strategy and a fast-growing fanbase, Biscoff’s journey in India is just getting started. What started as a single caramelized biscuit on a coffee cup saucer has now become a cultural icon—seamlessly blending into India’s love for indulgence.