Founded by Vimal Sharma and Nadeem Ahmad, SMOOR operates under Bliss Chocolates India Private Limited and has built a vertically integrated model spanning craft chocolate manufacturing, retail formats and omnichannel distribution. Over the years, the brand has positioned itself in the luxury confectionery space through handcrafted couverture chocolates, gourmet desserts, cafés and premium gifting solutions, targeting India’s growing base of experience-driven consumers.

The newly launched experience centre is designed as an immersive ecosystem that brings together production, innovation and visitor engagement. Describing the project as more than just an industrial facility, Chief Executive Officer Vimal Sharma said the company sought to build “belief that India can create world-class chocolate” and demonstrate that manufacturing can be “transparent, immersive, even beautiful.” He emphasised that the initiative reflects a broader ambition to show that a homegrown brand can build global-quality infrastructure and create a destination where craft, engineering and storytelling converge.

The scale of the facility reflects SMOOR’s long-term investment in manufacturing capability and brand experience. The centre enables visitors to observe chocolate-making processes, interact with creators and engage with the craftsmanship behind the products. According to Sharma, what began as a “sketch on paper” fifteen years ago has evolved into a “living, breathing ecosystem of creators, chocolatiers, engineers, storytellers and dreamers,” underscoring the company’s shift towards experience-led engagement and process transparency.

Financially, the company has been expanding steadily alongside its retail footprint. SMOOR reported revenue of about ₹149 crore in FY24, recording around 16 percent year-on-year growth, while continuing to invest in infrastructure and expansion. Filings for its operating entity indicate revenue of roughly ₹172 crore in FY25, suggesting sustained growth momentum. The brand is backed by Rebel Foods, which acquired a majority stake in 2022, and has outlined ambitions to scale to $100 million in annual revenue by 2026 through domestic and international expansion.

SMOOR’s retail presence reflects a strong focus on premium experience formats across key urban markets. Based on the company’s store locator, the brand operates around 33 physical outlets across India, including chocolate lounges, cafés, boutiques, kiosks, airport outlets and experience-led formats concentrated in Bengaluru, Mumbai, Pune, Chennai and Delhi-NCR. About 12 outlets are located within shopping malls, including Orion Mall, Nexus Mall, Phoenix Market City Pune, Express Avenue Chennai and Inorbit Mall Mumbai, while the remaining stores operate in high-street, airport and standalone locations. The brand also reaches consumers in over 50 cities through online delivery channels, supporting its omnichannel strategy.

The company’s expansion has been accompanied by product diversification across handcrafted chocolates, cakes, macarons, desserts, beverages and curated gifting hampers, positioning SMOOR at the intersection of luxury confectionery, café retail and premium gifting. Its growing network of lounges and experience centres reflects a deliberate shift towards destination retail formats where consumers engage with the brand beyond purchase.

For SMOOR, the new Bengaluru facility represents both a manufacturing investment and a statement of intent. Sharma noted that the most meaningful outcome of the project is not its scale but the response it evokes — a sense of pride and curiosity among visitors who recognise that such infrastructure has been built locally. By opening production processes to consumers and investing in large-scale craft manufacturing, the company aims to strengthen its positioning as a homegrown premium chocolate brand capable of competing with global standards while expanding its footprint in India’s evolving gourmet food landscape.

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Sweets are at the heart of Diwali, symbolising celebration and joy. Coffee is the way people come together, connect, and create shared moments. With both being so deeply tied to the spirit of the festival, this collaboration is a natural fit to capture the true essence of Diwali.

Commenting on the launch, Rajat Luthra, CEO, Third Wave Coffee, said “Coffee is a habit, a comforting ritual that connects people in their everyday lives. At Third Wave Coffee, we see it as more than a beverage, it’s about shaping moments of togetherness with friends, family, and colleagues. Partnering with SMOOR adds an extra layer of sweetness to that ritual, making it the perfect pairing for the festive season. By bringing coffee and chocolate together, we’re creating hampers that go beyond conventional gifts, they represent modern experiences, crafted to deepen connections and make celebrations truly memorable.”

The Classic Hamper celebrates timeless pleasures with Third Wave Coffee’s Vienna Roast in Easy Coffee Bags and a Mug, SMOOR’s artisanal Choco Mithai and Almond Snaps, a radiant diya and a greeting card.

Vimal Sharma, CEO, SMOOR, said, “SMOOR has always stood for indulgence that makes celebrations memorable. This Diwali, partnering with Third Wave Coffee felt like a natural extension. Our craft in chocolate paired with their mastery of coffee brings together two distinct experiences in perfect balance. The result is festive hampers that are thoughtful, elevated, and truly special.”

Priced from Rs. 1,299 onwards, the Third Wave Coffee x SMOOR festive Collection will be available for a limited time across all Third Wave Coffee and SMOOR cafes and home delivery through Swiggy and Zomato starting 25^th September.

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As part of this restructuring, Rebel Foods has closed its offices in Gurugram and Bengaluru, consolidating teams in Mumbai. The company described the move as a strategic step aimed at “deeper collaboration and faster decision-making” in preparation for its next phase of growth.

Rebel Foods had acquired its majority stake in Smoor in April 2022, valuing the brand at over $50 million. At the time, the company announced plans to invest up to $150 million in a strategy to aggregate and invest in food and beverage brands. However, it has not disclosed how much of this capital has been deployed to date.

Smoor was initially projected to triple its revenue in FY23 and reach an annual revenue of $100 million by 2026. According to financial data from Tracxn, Smoor posted Rs 149 crore in revenue in FY24, marking a 16% year-on-year increase. However, net losses widened to Rs 19 crore, up from Rs 17 crore in FY23 and Rs 10 crore in FY22.

A Rebel Foods spokesperson stated that the company has made “significant long-term investments in Smoor” over the past six months, including the commissioning of a new state-of-the-art manufacturing facility. The spokesperson also reaffirmed Rebel Foods’ ongoing support for the brand.

Smoor continues to underperform in certain markets, including Mumbai, while Rebel Foods appears to be refining its brand portfolio ahead of a potential public listing.

This restructuring comes amid increased activity in the cloud kitchen space. Curefoods, backed by Binny Bansal and operator of EatFit and other brands, has recently filed draft papers for a Rs 800 crore IPO. Curefoods is considered the second-largest internet-first cloud kitchen company after Rebel Foods.

In a recent LinkedIn post, Rebel Foods CEO Jaydeep Barman stated that the company will continue to pursue acquisitions, investments, or partnerships with restaurant brands that have achieved a “minimum scale.”

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