Chocolate X, co-founded by Karthik Pittala and Rafi Shaik, is set to surpass Rs 100 crore in revenue by FY27 through innovative aphrodisiac-infused chocolates and a strong focus on quick commerce.
Chocolate X, a direct-to-consumer (D2C) brand focused on intimacy wellness, is charting a path for significant revenue growth, aiming to surpass Rs 100 crore by the financial year 2027. Co-founded by Karthik Pittala and Rafi Shaik, the brand leverages modern formats of aphrodisiac-infused chocolates infused with Ayurvedic ingredients to appeal to a broad audience, revealing plans for category expansion and a gradual move into offline distribution.
In an interview with IndiaRetailing, Pittala shared that since its inception, the company has seen substantial growth in net revenue, closing financial year 2024 at Rs 4.5 crore. The brand has set ambitious targets for the next fiscal years, projecting revenues between Rs 40-53 crore for FY26. “With expanding product lines and marketing investments, we plan to hit Rs 100 crore by FY27,” he stated.
A critical focus for Chocolate X is quick commerce, which the brand sees as an opportunity for impulse-driven consumption. Pittala explained, “People don’t always plan for purchases like this. The moment of intent is immediate.” The brand is already in dialogue with delivery platforms such as Zepto, Swiggy Instamart, and Flipkart to facilitate these quick purchases, which the company anticipates will contribute significantly to overall sales.
Currently, the majority of Chocolate X’s revenue—85%—comes from sales through its own website, with Amazon making up the remaining 15%. This strategy marks a departure from typical D2C brands, which usually start on larger online marketplaces. “Investors often find our numbers too good to be true, but everything is validated,” Pittala added, emphasizing the brand’s unique market approach.
Looking to the future, Chocolate X is planning a cautious entry into offline retail, primarily considering pharmacies and curated retail spaces. “We’re still evaluating fit and perception,” Pittala noted. The company is contemplating partnerships with healthcare professionals to enhance credibility and product visibility.
Pittala shared insights into how Chocolate X was developed, noting that “Eighty-five percent of our past customers were women.” Responding to this demographic insight, the company launched its flagship product, the Bliss Box, which features a selection of enhancing products such as candles and massage oils, thus appealing to its target audience by positioning the offerings as enhancements rather than solutions to problems.
The brand has gained visibility through endorsements from public figures, specifically citing brand ambassador Sunny Leone’s impact on normalizing conversations around intimacy products within a sensitive market space. “We’ve consistently seen a 4–5x return on ad spends (ROAS). Sunny helped normalize the conversation, especially for a sensitive category,” Pittala stated.
At the core of Chocolate X’s offerings are chocolates infused with Ayurvedic ingredients like Shilajit and Ashwagandha, both known for their health benefits. Pittala explained that the product development involved collaboration with nutraceutical experts and scientists, blending traditional knowledge with modern consumption formats. He cited positive customer responses regarding improved energy levels linked to the product, stating, “It’s not a gimmick—it’s grounded in science and tradition.”
To further validate its claims, Chocolate X has initiated cohort-based trials in major cities and plans to release results of long-term clinical studies in six months. The brand has also received certifications from AYUSH and FSSAI and is pursuing FDA approval for export readiness.
Chocolate X’s customer base extends beyond metropolitan areas, with approximately 40% of its demand emanating from tier 2 cities and smaller towns. Pittala remarked on this unexpected demand and recognized the importance of tailored marketing strategies to effectively reach these regions.
Since its launch in December 2023, Chocolate X has maintained a healthy repeat purchase rate of around 15% for the Bliss Box. The company has responded to customer feedback by launching additional chocolate variations and is currently in discussions for its first round of external funding, prioritizing strategic investors aligned with their vision for growth.
The company’s marketing strategy is heavily invested, with 60–70% of revenue allocated to marketing initiatives as it aims to build a distinct category in the wellness sector. Pittala acknowledged that while the spending is significant, it is necessary for establishing brand recognition and organic demand.
As the brand looks to the future, it is also exploring opportunities for expansion into international markets, namely Indonesia and the Gulf Cooperation Council (GCC) countries. Pittala mentioned that Indonesia presents a growing wellness market while acknowledging the logistical challenges faced in the GCC due to licensing and stability of products.
Pittala’s transition from an investment banking background to creating a brand in the intimacy wellness space reflects a broader cultural shift. He offered advice encouraging entrepreneurs to embrace taboo topics with genuine intent, emphasizing that education can lead to acceptance and successful market engagement.
Source: Noah Wire Services
