Abstract

Biscoff, popular caramelized biscuit owned by Belgium-based Lotus Bakeries entered India in late 2025 through a partnership with Mondelez India Foods. Even before its entry, Biscoff had developed a loyal following among select niche consumer segments, who relished it as a premium product priced above Rs.300. In 2025, the locally manufactured version of Biscoff was launched in smaller pack at an entry price of Rs.10, aiming to capture India’s vast biscuit market. While the move increased accessibility and salience of Biscoff, it could dilute the premium image, according to experts. Biscoff needed to balance affordability, scale and aspiration as it entered price-sensitive Indian market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the use of penetration pricing as a market-entry strategy in price-sensitive markets
• Evaluate the trade-off between brand salience and brand dilution when a premium brand introduces low-priced products.

Keywords

Biscoff; Lotus Bakeries; Mondelez India; India Market Entry; Penetration Pricing; Masstige Strategy; Brand Salience; Brand Dilution; Premium Branding; Pricing Strategy; Emerging Markets