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The Coffee Co to increase presence in HORECA segment in North and Central India

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Rituparna ChatterjeeMumbai

Gerson Aranha

The Coffee Co, a brand of Nilgiri Foods and Beverages and a supplier of coffee and coffee equipments in India, is looking at increasing its presence in the HORECA segment in North and Central India through sales calls, participation in trade fairs and appointment of distributors. This is part of their strategy to widen their client base in these regions. Presently, the company caters to the HORECA segment and has a strong presence in Western India with 80-85 per cent of their clients being concentrated in that region. To widen its base further, the company will also be entering into the retail space across four regions – West, South, Central and North. Their foray into the retail space will be through retails stores, supermarkets, speciality and gourmet stores to name a few. “We are in the process of devising strategies to enter retail segment and should be able to execute them in next three to four months. This would support our efforts to reach the end consumer,” stated Gerson Aranha, CEO, The Coffee Co.

The company will also be entering the online retail space by launching an e-tailing site in the next month, which will showcase their entire product range. “We hope that the website would not only introduce us to new clients but also support our efforts at the institutional end. We wish to project The Coffee Co as a firm that specialises in offering expert end-to-end coffee-related solutions,” he stated. The company has also updated their product offerings by adding gourmet and international coffees and brewing equipment like French presses, moka pots and filter coffee makers.

The last few years have seen the rapid growth of cafes in the country, including the entry of international coffee chains. “The potential of the market has been signaled by Tata Starbucks’ expansion in the country on an unprecedented scale. However increased competition along with soaring real estate prices and a rise in inflation is making sustenance difficult for cafes, especially small independent retailers. While these factors have dampened the spirits, the Indian cafe chains market is growing rapidly at an estimated annual rate of 20 per cent driven by a rise in consumer awareness. The domestic consumption of coffee is also on the rise in non-traditional markets,” opined Aranha.

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