Tata Coffee launches coffee
junction in Kochi
Business Standard - March
Tata Coffee Limited (TCL), the largest coffee
plantation company in Asia, has launched
Tata Mr. Bean Coffee Junction (CJ) in Kochi.
This is the first time that such a product
promotion initiative is being taken by TCL
Addressing a press conference
here today, M H Ashraff, managing director,
TCL, said that the company plans to open
more coffee junctions in the southern states,
especially in Tamil Nadu and Kerala.
He added that 30 existing coffee outlets
in Tamil Nadu would be revamped according
to the new concept and coffee junctions
would be started soon. CJs would have the
concept of 'a store in a store', as they
would be opened inside a book shops or an
internet cafe, where people make frequent
TCL started the new coffee
outlet in Kochi at D C Books, one of the
largest booksellers and publishers in Kerala.
Answering to a query, he said that Kochi
was chosen to set up the outlet considering
the growing coffee consumption in Kerala.
"The state accounts
for the 15 percent of the total coffee consumption
in south India, and hence, Kochi came up
as the obvious choice for the company. Kochi
is one of the fastest growing cities in
India and one of the major test markets
of new concepts and ideas" he added.
The target audience of CJs will be young
housewives and students. The expansion of
the network depends on its performance in
Kochi. TCL also has plans to expand the
outlets on a franchisee basis, though initially
they would be set up as company-owned outlets.
The outlets will have a data bank of customers
and the perfect blended coffee according
to their preference will be instantly roasted,
ground and supplied.
He said that this would
enable coffee junctions to provide highly
personalised and customised service to customers
He added that the consumers can not only
choose from a range of coffees like Pea
berry, Plantation and other quality coffees,
but they would also get the option of testing
their personalised blend prepared through
high quality filter coffee machines. The
price range would not be too high as TCL
wants to attract more regular customers
to the outlets, he added.