With a large section of Indians still choosing traditional sweets (Mithai) over chocolates, an offering was required that would seed chocolate consumption amongst non-users and help increase consumption frequency amongst fringe chocolate users. Also, even at its lowest price point, Cadbury chocolate was still inaccessible to the majority of the rural population. Therefore, in an effort to upgrade the Candy and Mithai-eating consumers to chocolate, Cadbury launched CDM Shots in 2008. An innovative format of sugar-coated chocolate made to withstand the rural temperature fluctuations. Positioned as ‘chocolate laddoo’ and priced at Rs. 2 for 2 pieces, the attempt was to introduce the product to consumers as the perfect value-for-money accompaniment for their small celebratory occasions.