Neuhaus Opens First Mumbai Store, Bringing Pralines to India
Belgian premium chocolate brand Neuhaus, the inventor of the Belgian praline, has opened its first boutique in India at the newly inaugurated Navi Mumbai International Airport, marking a significant expansion into the South Asian market. A second store is scheduled to open in early July at Mumbai’s Chhatrapati Shivaji Maharaj International Airport, according to an official announcement from the company.
A Strategic Entry into a Growing Market
India represents one of the world’s most dynamic consumer markets, with a rapidly expanding middle class and increasing demand for premium and luxury brands. The country’s premium chocolate market was valued at approximately USD 1.25 billion in 2025 and is projected to reach USD 2.24 billion by 2034, according to market research from IMARC Group.
“India is a strategic growth market for Neuhaus,” said Isabel Baert, CEO of Neuhaus, in the company’s press release. “We see a growing group of consumers there looking for authentic premium brands, craftsmanship, and high-quality products. Our Belgian pralines fit perfectly with that evolution. The presence at international airports offers us a strong springboard to further develop the brand in the country.”
Het Laatste Nieuws reported that Neuhaus is also actively researching multiple locations for further expansion into India’s domestic market beyond the airport boutiques.
Airport-First Strategy
By launching at two of Mumbai’s major international airports, Neuhaus is targeting international travelers and affluent Indian consumers, building brand awareness before potentially expanding to domestic retail locations. The Navi Mumbai International Airport (IATA: NMI) is a recently opened major aviation hub serving the Mumbai Metropolitan Region, complementing the existing Chhatrapati Shivaji Maharaj International Airport.
This airport-first approach aligns with Neuhaus’s broader international growth strategy. The company has approximately 90 boutiques worldwide, primarily in Belgium, Germany, the United Kingdom, and the United States, and is present in over 800 points of sale across 45 countries.
A Legacy of Belgian Craftsmanship
Neuhaus, which will celebrate its 170th anniversary in 2027, has a storied history rooted in Belgian chocolate-making tradition. The company was founded in 1857 when Jean Neuhaus opened his first boutique in the Galeries Royales in Brussels. In 1912, his grandson Jean Neuhaus Jr. invented the Belgian praline — a filled chocolate that has since become a global symbol of confectionery excellence.
Despite its international expansion, Neuhaus remains committed to its Belgian heritage. All pralines are still manufactured at the company’s atelier in Vlezenbeek, near Brussels, where recent investments have increased production capacity and improved sustainability. The company recently opened its 16th boutique in the United States and has also opened new stores in Belgium and Jordan.
The Growing Indian Chocolate Market
India’s chocolate market is experiencing robust growth driven by rising disposable incomes, urbanization, and changing consumer preferences. According to the India Brand Equity Foundation (IBEF), the country’s chocolate market reached USD 2.9 billion in 2024 and is projected to grow to USD 5.5 billion by 2033, reflecting a compound annual growth rate of 7.30%.
Key drivers include a growing middle class, increasing westernization of tastes, and the rising popularity of chocolate as a gifting product. Major international players such as Ferrero Rocher and Lindt already have established distribution networks in India, but Neuhaus’s entry as a dedicated boutique brand positions it among the first Belgian premium chocolate makers to establish a direct retail presence in the country.
Challenges and Outlook
While the opportunity is significant, Neuhaus faces several challenges in the Indian market. Premium Belgian chocolate will carry a higher price point than local alternatives, potentially limiting the addressable market. The company will also need to manage efficient cold-chain logistics for shipping products from Belgium, and India’s tropical climate presents additional challenges for chocolate storage and transportation.
Nevertheless, Neuhaus’s CEO expressed confidence in the brand’s prospects. “Our Belgian pralines fit perfectly with this trend,” Baert told Made in Vlaams-Brabant, referring to the growing Indian demand for authentic premium products.
What’s Next
With the first boutique now open and a second set to launch in July, Neuhaus is actively exploring further expansion across India’s domestic market. The company’s international growth trajectory — with recent openings in the United States, Belgium, and Jordan — suggests that India may be just the latest chapter in a broader global push. As Neuhaus approaches its 170th anniversary in 2027, the brand continues to balance its rich Belgian heritage with ambitious international ambitions.