UK’s Ben’s Cookies expands footprint to India through partnership with DS Group
The move marks the entry of the iconic Oxford-born bakery brand into one of the world’s fastest-growing premium food and beverage markets, with plans to establish up to 10 outlets during the current fiscal year.
INDIA – The Dharampal Satyapal Group (DS Group), a leading domestic fast-moving consumer goods conglomerate, has officially announced an exclusive partnership with iconic British brand Ben’s Cookies to launch its freshly baked products in the Indian market.
Under a master franchise agreement spanning upwards of 10 years, DS Group aims to establish eight to ten physical stores across India within the current financial year.
The expansion will initially focus heavily on major metropolitan areas, with six to seven outlets scheduled to open in Delhi and Mumbai between June and July.
According to Sanskriti Gupta, who heads the Ben’s Cookies business in India, the strategic move is designed to bridge the structural gap between mass-produced packaged biscuits and premium, freshly prepared confectionery.
The brand intends to leverage India’s rapidly growing urban affluence, expanding cafe culture, and a distinct consumer shift toward premiumization.
In the medium term, DS Group plans to scale its footprint beyond Delhi and Mumbai into other high-growth hubs, including Bangalore, Kolkata, Pune, Chennai, and Hyderabad.
Founded in 1983 by cookery writer Helge Rubinstein at Oxford’s Covered Market, Ben’s Cookies has garnered a global following for its unique “chunky and gooey” artisanal treats.
For its Indian operations, the brand will maintain an uncompromising “bakery-first” retail format.
Luke Menezes of Ben’s Cookies stated that every local boutique will feature a live oven baking fresh batches throughout the day, using signature ingredients like real chocolate chunks and fresh butter.
To accommodate distinct regional dietary preferences, the brand will launch with a diverse flavour lineup that includes its classic Milk Chocolate Chunk, White Chocolate & Macadamia, and Ginger & Dark, as well as a dedicated eggless variant tailored specifically for the Indian palate.
DS Group is positioning the brand in the affordable luxury segment, targeting daily impulse purchases, corporate client portfolios, and festive gifting occasions such as Diwali and Rakhi. Individual cookies are set to retail at approximately Rs 325 (US$3.42) each, while curated gifting packs will start at Rs 1,500 (US$15.78).
To maximize accessibility, physical retail outlets will be closely integrated with major quick-commerce and food delivery aggregators like Swiggy and Zomato to capture the thriving home consumption market.
This commercial rollout aligns with broader industrial shifts; the domestic Indian cookie market was valued at US$1.3 billion in 2024 and is projected to expand significantly to USD 2.3 billion by 2033, creating a highly lucrative environment for premium dessert quick-service restaurants.
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