Lotte India introduces biscuit snack PEPERO
Lotte PEPERO has been crafted with the tastes and preferences of the Indian market in mind.
INDIA – Lotte India has officially introduced Lotte PEPERO, the leading biscuit snack brand from Korea, into the Indian retail sector.
Lotte is positioning Pepero to become its next major brand in India, building on the strong performance of Choco Pie.
Through this launch, the company aims to achieve a group turnover of ₹2,000 crore (US$231 million) by 2025.
This product launch marks the company’s entry into the biscuit snack segment, with a strategic focus on engaging Gen Z and Millennial audiences nationwide.
Produced locally at Lotte India’s newly launched plant in Rohtak, Haryana, Lotte PEPERO has been crafted with the tastes and preferences of the Indian market in mind.
“Pepero is more than a snack, it’s a social experience. By bringing Pepero to India, we’re not just launching a product, but introducing a brand that connects emotionally with India’s new generation of snackers,” said Milan Wahi, Managing Director, Lotte India.
Lotte PEPERO is marketed as a hassle-free, on-the-go snack in both Original and Crunchy flavors, priced from Rs 20 (US$0.24) to Rs 70 (US$0.85).
Lotte PEPERO will be distributed through a diverse mix of channels, ranging from modern retail chains and independent stores to upscale supermarkets in key urban centers, as well as a wide array of online platforms.
“It has been a significant year for us, marked by double-digit growth, deeper market reach, and record consumer engagement,” said Milan Wahi, Managing Director of Lotte India.
“To add to this excitement, we are also happy to launch Korea’s most Favorite snack brand, Lotte PEPERO, to Indian consumers. With Lotte PEPERO, we’re not just launching a product, we’re introducing a brand that connects emotionally with India’s new generation of snackers.”
The investment of Rs 475 crore (US$57 million) in the Rohtak facility highlights Lotte’s commitment to developing specialised production lines and infrastructure, laying the groundwork for long-term scalability and growth.
Lotte’s decision to manufacture Pepero in India is strategically aligned with the growing influence of Korean culture, commonly referred to as the K-wave, among Indian consumers, particularly younger, urban, and aspirational demographics.
This surge in interest around K-dramas, K-pop, and K-beauty has spurred demand for Korean snacks, positioning Pepero for success in the Indian market.
By producing locally, Lotte benefits from lower import costs, streamlined logistics, and the ability to tailor products to regional tastes.
This move also builds on the momentum from the Lotte-Havmor merger, which has strengthened the company’s strategic direction and enhanced its market reach.
Lotte PEPERO’s India launch blends local production and culturally tailored marketing to foster emotional bonds through a “sharing culture” message.
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