Search the Internet           Tips

Café Nescafé comes to India

NetScribes/Sangeeta Menon

Here's another brand-building in a coffee cup. Nestle India is launching its global concept of Café Nescafé in India. After soft-launching its first such café in Pune late October, the company is now all set to bring the concept to Bombay.

The cafés in Bombay, like the one in Pune, will be set up in upmarket stores and will vend some of Nestle's global bestsellers in coffee, including the Cappuccino, Moccacino, Decaffeinated variants, and the cold coffee brand Frappé, apart from the regular Nescafé Classic. According to sources, while the cafés will target the upper end of the consumer spectrum, the coffees will be made available at reasonable prices.

"The idea is to promote the Nescafé brand and to create an option in the beverages market, which as of now has only the carbonated drinks to offer to the Indian consumer," said a source.

The entire focus of the café will be on the Nescafé brand. Thus, even the interiors will don the global brand colours of Nescafé - deep chocolate and red. Also, the company doesn't plan to retail any of its other products at the cafes, lest the effect gets diluted.

The Café Nescafé is another step towards the building of a stronger Nescafé brand. In recent times the company has been steadily strengthening the brand in several ways. In addition to heavy advertising, Nestle has also made important extensions to the Nescafé brand. After bringing its Sunrise instant coffee under the Nescafé umbrella, the company launched the Frappé in Pune and Mumbai this September.

Money

Business News

Tell us what you think of this report