Key Highlights
- DS Group partners with UK-based Ben’s Cookies for India expansion
- Company plans to open 10 stores during FY27
- First 6-7 outlets expected to launch in Delhi and Mumbai soon
- Brand focuses on freshly baked premium cookies and café-style experience
- Expansion planned for Bengaluru, Pune, Chennai, Hyderabad, and Kolkata
- Ben’s Cookies to target festive gifting and impulse purchases
- Cookies expected to start at ₹325 per piece
- Company also plans partnerships with Swiggy and Zomato
- Premium bakery and café culture driving growth opportunity in India
New Delhi, May 27: DS Group has announced an exclusive partnership with UK-based premium cookie brand Ben’s Cookies to launch and expand the brand in India.
Under the partnership, DS Group plans to open up to 10 Ben’s Cookies outlets during FY27 across major cities including Delhi and Mumbai. According to the company, around 6 to 7 stores are expected to begin operations during June and July this year.
Founded in the United Kingdom in the 1980s, Ben’s Cookies is known globally for its freshly baked cookies made using chocolate chunks, fresh butter, and premium ingredients.
Premium Cookie Segment in Focus
DS Group said the partnership comes at a time when demand for premium bakery products and café-style experiences is rising rapidly among Indian consumers, especially in urban markets.
Sanskriti Gupta said the brand aims to position itself between traditional packaged cookies and premium fresh bakery products.
The company believes growing consumer spending, premiumisation trends, and increasing café culture among young consumers are creating significant opportunities for the freshly baked cookie segment in India.
Expansion Plans Across Major Cities
Apart from Delhi and Mumbai, the company is also exploring expansion into cities such as Bengaluru, Kolkata, Pune, Chennai, and Hyderabad in the coming years.
DS Group has reportedly secured a long-term master franchise agreement for the brand in India and plans to strengthen both retail and delivery-based operations.
The company also intends to collaborate with food delivery platforms including Zomato and Swiggy to cater to home delivery demand.
Focus on Gifting and Café Experience
Ben’s Cookies plans to target festive gifting, impulse purchases, and premium café consumers in India. The company said it wants to position the brand as an affordable premium gifting option for occasions such as Diwali and Raksha Bandhan.
Cookie prices are expected to start from around ₹325, while gifting packs could go beyond ₹1,500.
Unlike traditional packaged cookie brands, Ben’s Cookies focuses on freshly baked products prepared throughout the day, allowing customers to experience live baking and café-style consumption.
Supply Chain and Operations
The company said one of the key operational challenges involves maintaining a strict cold-chain system because the cookie dough and baking-related inputs are imported from the UK.
Shipments are monitored using temperature and humidity tracking systems before being distributed to outlets and baked fresh for customers.
Founded in 1929, DS Group has a diversified business presence across FMCG, hospitality, food and beverages, confectionery, agri-business, and luxury retail sectors.
