SMOOR Prepares To Define Macarons Category In India; launches the True Macaron online store


In a movement to define a domain, the brand is launching an online platform – – through which he will present premium and organized macaroons. At the forefront of creative innovation, the SMOOR’S TRUE MACARON e-boutique will offer a range of 21 unique flavors in macaroons. The launch also brings a line of egg-free macaroons to cater to the segment that has been waiting to enjoy this delicate and delicious confectionery.

The range will also offer exciting flavors never before experienced in macarons like Matcha Pistachio & Cassis Violet and macaron desserts including Macaron Chocolates, Macaron Cupcakes and Macaron Cakes in indulgent flavors like Araguani dark chocolate fondant. The range will be available on the website and also in SMOOR stores.

A confectionery specialty straight out of the exquisite cafes of Paris, macaroons have grown in popularity in India in recent years. Macaroons are truly versatile sweets that can be infused with many different ingredients and flavors. However, there is a gap in terms of industry players dedicated to innovation and the promotion of these Parisian delicacies. It is to fill this gap and the growing enthusiasm of consumers for snacking, that SMOOR is entering a whole new category with its TRUE MACARON range.

Speaking at the launch, Kanchan Achpal, Marketing Director, SMOOR, said: “We are delighted to launch our brand new category with the TRUE MACARON online store in conjunction with our 5 year anniversary. Macaroons represent an industry poised to be disrupted by a cutting edge brand that can use this much loved dessert and create a whole range of unique desserts around it. This is exactly what we do as we capitalize on the opportunity and, again, emerge as category creators. We are launching a wide range of flavors, a range of egg-free macaroons, personalized printed macaroons and macaroon cakes, chocolates and cupcakes. We believe in providing our customers with the best and most unique experiences, and this re-launch is just another step in underscoring that promise. “

Since its inception, SMOOR has mainly targeted the segment of young adults who have a taste for the finer things in life, who seek unique experiences, are demanding in their choices and willing to spend on premium and selected products. Based on this, the brand will offer the widest and highest quality range of perfectly wrapped macarons, which also makes them a great gift choice.

Offline, the brand aims to launch its range of macarons in SMOOR stores with an exclusive TRUE MACARON store launch targeted for the end of 2021. With its single category expansion strategy, SMOOR plans to capture 10% of the Indian macaron market which is estimated at 44 crore INR. The market is expected to reach INR 100 crore by 2026 when the brand aims to have a 30% market share with its unique offerings.


A brand that creates experiences of ultimate pleasure with couverture chocolates, SMOOR was created by Vimal Sharma in March 2015. The luxury chocolate brand opened its first flagship store in August 2016 in Bangalore with to create a new benchmark for “Imagined in India” finely- artisanal foods.

SMOOR brings together authentic ingredients, enthusiasts and a range of premium products including chocolates, signature cakes, gift boxes, desserts, drinks and more. The brand has evolved with the evolution of consumer palettes and offers a truly exceptional international experience for every individual seeking lavish indulgence. The brand also creates a line of special products and gift boxes for occasions such as Diwali, Christmas and Valentine’s Day.

SMOOR’s high quality products are unique and made by some of the best chocolatiers and chefs around the world. Its refined ingredients come from the most desirable places in the world and the products are created in a state-of-the-art factory.

Connoisseurs of couverture chocolates can find SMOOR not only at its Signature salons and stores, but also on its website. The brand is also present on platforms such as Swiggy, Zomato, BigBasket, Amazon, Flipkart and many others. Its branded stores are located in Bengaluru, Mumbai and Gurgaon, and it is also available in over 100 Indian cities through its website and market platforms.

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