Green coffee beans exporter for decades, Classic Coffee is ready to scale its presence closer home, with an expansion in its retail product portfolio. The gourmet coffee grower now plans to launch its ‘everyday range’ consisting of three variants, each for consumption during different times of the day.
The Bengaluru-based company had entered the retail space about seven years ago with the launch of its two coffee powders — Classic Mountain, a 100% Arabica variant and Classic Pride, a mix of Robusta and Arabica. Having tracked the market for all these years, it is now ready to introduce its gourmet coffee products for daily consumption, which is scheduled to hit shelves by the end of October.
“The market in India has witnessed drastic change in coffee consumption patterns, especially over the last two years. Where black coffee was almost non-existent and chicory infused coffee a norm, people are now experimental and open to the idea of pure coffee,” said Tapaswini D Purnesh, Director — Marketing and Promotions, Classic Synergy India.
The premium coffee company endeavours to bring gourmet coffee, an experience which is largely limited to premium cafes, at the consumer’s doorstep.
With a sprawling consumer base in Bengaluru, the company plans to enter the markets of Delhi and Chennai within the year. It further plans to expand its presence in the e-market by opening its own website for sales, apart from selling on ecommerce websites including Amazon, Place of Origin and WindMyWings. Of the total produce from its 800 acres of land under coffee cultivation, the company exports about 90% as green beans, and the remaining is retailed as roast and ground coffee.
As the domestic market matures, and numbers in consumption patterns justify the same, the company plans to set up its own units for roasting, a process, which it currently outsources.
“Our goal is to shift market and increase supply in the domestic market. Although exports form a major chunk of our business, we want to improve our market presence and expand the consumer base here. Ultimately, we want all our produce to be used in domestic supply,” she said.