For example, despite the simultaneous introduction of a traditional chocolate version during its launch in November 2020, the dark chocolate beverage from Tiggle has consistently maintained its position as the top-selling product. Notably, within the first six months of the brand’s inception, 90% of its sales were attributed to dark chocolate-based beverages, with the remaining 10% being conventional chocolate.
Kakkar observed a cultural difference in the perception of hot chocolate between the West and India. While hot chocolate is seen as a mindfulness beverage in the West, in India, consumers prefer it during stressful moments, menstruation, or as a way to unwind after work.
Tiggle beverages, known for their quick brewing time of under three minutes, are crafted in small batches by an all-women team in Agra, sourcing cocoa directly from farmers in Tamil Nadu, southern India. Kakkar’s journey began by selling hot chocolate outside a Delhi train station, and during the pandemic, Tiggle transitioned online, accumulating over 2,000 followers and selling over 60,000 cups in six months.
Responding to community demand, Tiggle introduced its fourth SKU in June 2022—the hazelnut hot chocolate. This variant, made with a dark chocolate base and real Turkish hazelnuts, was developed after extensive research and is priced at 499 rupees (US$6) per 200g pack. The initial production run of 2,000 cups sold out within 24 hours, emphasizing the brand’s strong community engagement.
Kakkar emphasized that Tiggle’s products, particularly the hazelnut hot chocolate, don’t compete with the traditional Indian beverage “chai” (tea). While tea and coffee are consumed for wakefulness, hot chocolate fits any time, including evenings and nights. Tiggle’s primary focus is on hot chocolate beverages, differentiating itself from other chocolate companies where hot chocolate is often an additional product.
Looking ahead, Tiggle plans to launch three more dark chocolate-based SKUs by the end of 2022, featuring jaggery as a sweetener and no refined sugars. In Q1 2023, the company aims to introduce an assorted beverage box with sachets and Tiggle merchandise. With the monsoon season from September to March and winter from October to March approaching in India, Tiggle anticipates a surge in demand for its products.