Levista Coffee recently introduced four new variants of its flavored instant coffee – vanilla, caramel, hazelnut, and choco-orange. The Bangalore-based brand, which turned four in December 2020, also announced the debut of its instant coffee variant titled ‘Supreme,’ containing 70% coffee and 30% chicory. The home-grown brand’s new offerings would be available across Tamil Nadu and Karnataka through select retail outlets and eCommerce platforms.
S Shriram, vice president, Levista Coffee, said in a press statement that the company had introduced the new variants for different taste buds and moods after receiving customer feedback and thorough internal research. Levista believes that the new flavors will appeal to millennials and inspire home chefs to develop creative recipes.
Levista Coffee sponsored Chennai Super Kings in the recently concluded IPL tournament and enjoyed the distinction of being the first coffee brand to do so. In many parts of India, and even in some coffee growing states, instant coffee is preferred to ground coffee and commands a premium.
The company plans to increase its market share in the domestic market to 5% by March 2022, Shriram added. Levista Coffee currently enjoys a 2% share in the domestic instant coffee market, valued at Rs 2,200 crore.
Coffee consumption rises in lockdown
Shriram said that the enterprise enjoyed 30% growth in the first quarter of FY 2020-21 as consumption increased due to Covid-19 lockdowns, with the majority of office goers homebound. He expects Levista to end the year with 40% growth over FY 2019-20. However, the Coronavirus pandemic raging across the continent disrupted Levista’s plans to penetrate the European market.
Levista Coffee plans to several Indian states, including Andhra Pradesh, Telangana, Delhi – NCR, Himachal Pradesh, Punjab, Rajasthan, and Uttarakhand, by the first quarter of 2022. It also plans to increase its retail outlets from 42,000 to 1 lakh and increase its trade outlets from 1,000 to 5,000. The coffee brand currently has a presence in Tamil Nadu, Karnataka, and Puducherry.
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Naresh Khanna – 10 February 2025
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