Issue 63 - 3rd November, 2011
Chocolate RouteAlexandre van der Moezel
“Chemically speaking, chocolate really is the world's perfect food” ~Michael Levine
There is something powerfully sinful about chocolate. Chocolate connoisseurs like to believe that God gave angels wings, and He gave humans chocolate! One such aficionado has turned his love and passion for chocolates into a successful business venture. Alexandre van der Moezel, a young Dutch entrepreneur started ‘Vrindavan’ - a company that combines the flavours of India with the Dutch expertise in making chocolates. Looking to launch his unique Devanagari letter chocolates in India soon and scouting for a good partner to do so, Alexandre spoke to Connect on his love for India and his business venture.
It is mainly the love for an Indian dream that drives this idea. I have always cherished the dream of going back to India, not as a tourist but as a successful entrepreneur. In some ways, I want to take part in the Indian life. I’m somebody who wants to use my creative mind and make good use of the energy given by life.
Chocolate is a warm and joyful product and I believe that life should be the same. I’m happy to have such a business case. You have brought India to the world with the Devanagari letter chocolates. How did you come upon this idea?
In 1999-2000, I spent 11 months in India and have had many great experiences throughout the country. In Bangalore, I found a street with a lot of sweets that I recognized from The Netherlands. We call them “Suikerbeesten” (Sugar Animals) and find them during the Sinterklaas festival. I thought I would walk around the corner and find Hindi chocolate letters, but luckily I didn’t. The idea never went away and it became a dream, which has now become my business case and even a start-up.
I have studied Hindi for almost 12 years and want to improve more on my Hindi language skills. The love for this language and the pleasure in learning has added affection for such a product.
I feel this venture can be a strong cultural bridge builder. In a multicultural city such as in the Netherlands, this can enhance the acceptances between people. It can even open some discussions for the Indian market; may be become a product that could become a solid tradition, for instance, for Raksha Bandhan and other Indian festivities!
The response has been as expected - great! And that too worldwide! Yes people see the educational value as well. The taste, of course, is wonderful. We have used first class, pure Belgian chocolate and a recipe that dates back to 1934. It was selected by a test panel of Hindustani experts as the best, pure taste chocolate with no bitterness.
Your love for India reflects in the work you do, including your company 'Vrindavan'. Tell us the story behind its name.
I chose the name based on the name of my fiancée ‘WriendaBaboeram’. Her name is derived from ‘Vrindavan’. I hope to give my wife a taste of my Indian dream, something she longs for too. Also, Vrindavan is a special place in India for Lord Krishna who also had a sweet tooth and chocolate is sweet.
We plan the production of 24 different Hindi chocolate letters, which will have a worldwide market introduction including in Surinam, Guyana, England, South Africa, America and, of course, India.The new products that will combine chocolate and Hindi education better are planned for the beginning of 2012. With Vrindavan’s success, I hope to support an educational program in India for the lesser fortunate and also create a sustainable cocoa program. We aim to become a strong and successful company that does business responsibly and has a strong sustainable commitment and impact on social and ecological levels.
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