Chain to sell coffee-maker through its 1,400 outlets
Cafe Coffee Day (CCD), the retail wing of the R1,200-crore Amalgamated Bean Coffee Trading Company, plans to take its coffee-making machine Wakecup to homes this year. The country’s leading coffee chain is planning to sell its coffee machine priced at about R5,000 through its 1,400 outlets across the country.
“We are now going to advertise the product. The feedback has been extremely positive. We are targeting coffee lovers who would want to make their own brew at home. At this price every middle class family can afford this,” Venu Madhav, chief operating officer, CCD told FE.
The company has already started an advertising campaign. ?Earlier, CCD didn’t have a service chain in place, which the company has done now. The company has already established a helpline for the consumers,? Madhav added.
According to Prathish Nair, chief brand architect, Trancend Consulting, the unprecedented boom over the past few years in the cafe segment has popularised coffee culture.
?The companies have realised that the bigger market is homes,? said Nair. He added that the current year market potential will be around R200-300 crore.
Experts and brand analysts feel Wakecup has the potential to reach at least 20 million middle-class households. ?At this price, this has a big potential. It is simple and you can get consistent quality again and again without much effort,? said Coffee Board chairman Jawaid Akthar. According to experts, the potential is huge with country’s per capita coffee consumption is a mere 94 grams annually, against 6 kg in US.
The company plans to make money from coffee capsules and refills, added Madhav. There are such machines already available in the Indian market ? Lavazza’s portable coffee machines are priced at around R15,000.
