29th April, 2026; Mumbai, India: Black White Orange Brands Pvt. Ltd. (BWO), one of India’s leading brand licensing and consumer products companies, has been appointed by Perfetti Van Melle (PVM) as the official licensing agent for the iconic confectionery brand Chupa Chups in India.
Under the agreement, BWO will develop and manage the Chupa Chups licensing program across the Indian market, expanding the brand into a range of lifestyle and consumer product categories. The program will focus on strategic partnerships across apparel, accessories, home goods, personal care, back-to-school and other lifestyle segments.
With its vibrant identity and instantly recognizable logo designed by the artist Salvador Dalí back in the 1960’s, Chupa Chups has become a pop icon, building a strong global fan base across generations. The licensing initiative aims to leverage the brand’s playful spirit, colorful design language and pop-culture appeal to create innovative consumer products tailored for the Indian market.
“We are thrilled to partner with BWO to expand Chupa Chups’ licensing footprint in India and unlock exciting opportunities beyond confectionery. BWO brings a passionate and dynamic team that truly understands the essence of Chupa Chups and what makes the brand so unique. We are confident that India will soon be bursting with color, energy, and positive Chupa Chups vibes,” says Anna Amat, Area Licensing Manager at Perfetti Van Melle.
Adds Mitali Desai, Co-Founder & COO, Black White Orange, “Few brands own indulgence and pop expression the way Chupa Chups does. For us at BWO, the opportunity lies in translating that into a licensing program driven by bold visual storytelling, pop-color palettes, elevated design language and distinctive style guides that feel truly new for India. We’re excited to partner with Perfetti Van Melle & build a portfolio of products that are as iconic, playful and visually striking as the brand itself.”
India represents a significant growth opportunity for brand extensions, driven by a rapidly evolving retail landscape and increasing demand for brand-led consumer products. Through this partnership, BWO will work closely with leading manufacturers, retailers and brand partners to create licensed products that celebrate Chupa Chups’ playful DNA while appealing to contemporary Indian consumers.
The licensing program will explore collaborations across retail, fashion, lifestyle and gifting categories, with product launches expected to roll out through key retail and distribution channels in the coming phases.
About Perfetti Van Melle:
Perfetti Van Melle is a global, privately owned confectionery group producing and distributing candies and chewing gum in more than 150 countries worldwide. Its portfolio features some of the world’s most iconic and beloved brands, including Chupa Chups, Mentos and Alpenliebe, alongside a broad portfolio of brands with strong roots in local and regional markets across all five continents. Building on the cultural relevance and equity of its brands, Perfetti Van Melle Licensing has been unlocking new brand dimensions for more than 25 years, with its licensing program originating in Barcelona. Today, thirteen brands are actively developed through integrated lifestyle and food-to-food licensing programs in key markets around the world: Chupa Chups, Mentos, Alpenliebe, Airheads, Frisk, Fruit-tella, Morositas, Smint, Big Babol, Goleador, Brooklyn, Trident and Bubblicious.
By blending art, fashion, pop culture and candy, Perfetti Van Melle’s brands offer a strong creative platform for the development of distinctive lifestyle products, brand experiences and retail concepts. At the same time, the brands’ iconic and recognizable flavor profiles enable meaningful and innovative extensions into selected food and beverage categories, developed in collaboration with leading FMCG partners.
Founded in 1958, Chupa Chups has been bringing fun and flavor to kids and teens for generations. With its instantly recognizable round lollipops and its iconic flower-shaped logo designed by Salvador Dalí in the late 1960s, the brand has built a strong heritage and become a true love brand, creating a deep emotional connection with consumers around the world. Driven by its strong personality and unmistakable identity, Chupa Chups’ licensing program is powered by a bold, vibrant pop style—forever fun and on trend—unlocking endless opportunities for surprising products, distinctive experiences, and standout brand moments worldwide.
About Black White Orange Brands Pvt Ltd:
Black White Orange is one of India’s leading brand licensing & consulting agencies, driven by a team that believes in breaking old thinking patterns, bringing in fresh perspectives, and encouraging creativity and innovation. BWO is a one-stop-shop for brand owners looking for licensing solutions or looking to maximize brand opportunities, both within India and overseas. BWO works closely with partners managing every step of the licensing business – brand strategy, sales, creative and product development, distribution and retail, brand collaborations and promotions, marketing and communications, legal, compliance and collections. BWO today represents some of the biggest Indian and Global brands including the NBCUniversal & Dreamworks’ portfolio, PlayBoy, NETFLIX, Crunchyroll, Aniplex, SS Rajamouli’s Baahubali, TOEI’s DragonBallz & One Piece, KFS’ Popeye, Mandrake, Cuphead & Phantom, amongst others. The company also runs a separate creative vertical that provides creative and design solutions including product and packaging, graphics, brand identities & retail concepts. BWO also owns 2 brands – A47.in (Celebrating India, one cool story at a time) and Shirtee.in (a patent pending ‘work from anywhere’ apparel brand). More on www.blackwhiteorange.in / Twitter: @BWOBrands / Facebook: BlackWhiteOrange / Instagram: @BWOBrands
