Dukes India

They say that the journey of a thousand miles begins with a single step. That single, momentous step, taken over two decades ago, led to the creation of a formidable leader in the world of biscuits and confectioneries Dukes. This household name started as a visionary dream of Mr. Ravinder Kumar Agarwal. Hailing from a business family, the entrepreneurial spirit was deeply ingrained in Mr. Agarwal’s DNA. He gave up his promising career as a business analyst for stock investments, and launched Ravi Foods Pvt. Ltd., and its flagship brand, Dukes. The products sold under the Dukes banner included biscuits, chocolates and other confectionery items. However, it was his innovative thinking, out-of the-box strategies and disruptive brand positioning that led him to foray into the world of wafers when the big players were still fighting for a bite of the biscuit market.


“The market where the company operates is estimated at about Rs. 45,000 crore and growing at about 10-12% a year. It provides an opportunity for an established player like us to expand, diversify and garner a bigger market share”, Mr. Ravinder Agarwal, MD, RFPL.


Enhancing the formula to elevate taste and regularly adding new flavours are in tune with the ideology of Mr. Ravinder Agarwal, Managing Director of Ravi Foods Pvt. Ltd.

A market leader in the cream wafer category, Dukes has enhanced the most loved wafer brand with natural fruit flavours. Natural fruit extract added to cream wafers such as Pineapple, Strawberry, Mango and Orange now enriches the taste even further.

In addition to the launch of the new packaging and the revamped flavours, DUKES Waffy has also launched a new cream wafer flavour Butter. Butter Waffy, an extension to the DUKES Waffy family, further expands the company’sexisting portfolio. Butter Waffy which has previously not been introduced to the wafer market by any other brand, DUKES Waffy is proud to pioneer this.

“Every idea, innovation and endeavour at DUKES is driven by a mission to achieve excellence in customer satisfaction. Reflective of new-age India and its changing culinary culture”, Arvind Sharma CEO, DUKES INDIA

In order to promote the new Butter flavour and the other fruit flavours DUKES launched four television commercials and digital campaign, which are reflective of young India and its response to packed foods and confectionary. The #BOLOKYA television commercial campaign’s tagline – “KHAO AUR MOOH MEIN SULJHAO!” offer a glance at consumers in the form of riddles or snacks which can be shared and enjoyed.

DUKES Waffy television commercials communicate with the consumers in extremely relatable ways. The #BoloKya campaign celebrates different aspects the brand and the child have in common curiosity, imagination and delight. It delves into how children and people of today are increasingly choosing to invest their time in connecting and engaging in meaningful ways with loved ones and learning something new, while relishing the taste of a snack which can be enjoyed by anyone, regardless of age. The television commercials have been aired in, Kannada, Malayalam, Tamil and Telugu so far for South India launch, with plans to launch the Hindi version later.


The indisputable success of Waffy has caught the attention of leading market players. Despite the foray into the segment by these players, Waffy holds a place of pride. Building on its strength in the South, the brand is steaming ahead to capture other Indian markets. With each step, and new product, Waffy and Dukes, are soaring towards their dream of being the no. 1 brand in India.

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