TCPL to import foreign brand of coffee to India
New Delhi: Tata Consumer Products Ltd (TCPL) will launch its Eight O’Clock coffee in India as a consumer brand next week. The move is in line with the company’s plans to expand its e-commerce capabilities, N. Chandrasekaran, chairman of TCPL, said Friday at the company’s 58th annual general meeting.
“To achieve the next level of growth by leveraging this expanded product portfolio, the company is currently implementing and integrating its distribution network and supply chain to increase efficiency and, more importantly, agility. . Undertaking an end-to-end digitization of its distribution partners and field forces is another key initiative… The company is focused on strengthening its e-commerce capabilities and a few products have already been launched into the sales model. direct to the consumer. The Eight O’Clock Coffee will be launched in the D2C model next week, ”he added.
Eight O’Clock is the fourth largest roast and ground coffee brand in the United States, the company said. It sells ground coffee apart from the individual pods used in coffee machines. Eight O’Clock Coffee Co. Ltd is an unlisted subsidiary of Tata Coffee Ltd.
TCPL, which sells a range of essential food and drink products in India such as tea, coffee, salt, pulses and ready-to-cook mixes, has experimented with more brands online as the pandemic has altered the consumer purchasing behavior.
The share of e-commerce sales has more than doubled, increasing by more than 130% in the last fiscal year, said Sunil D’Souza, Managing Director and CEO of TCPL.
Mint had reported that the company had expanded its direct ordering platform tatanutrikorner.com, which offers a range of spices, legumes, ready-to-cook blends, tea and coffee, according to information available on its website. .
TCPL is focused on promoting more products through a strong distribution network, both offline and online, and is leveraging the Tata super app, Chandrasekaran said.
TCPL, formerly Tata Global Beverages Ltd, was formed after acquiring the branded food businesses from Tata Chemicals Ltd to consolidate its presence in the food and beverage market.
In 2020, TCPL acquired PepsiCo’s stake in NourishCo Beverages Ltd, a 50/50 joint venture between the two companies, in order to carve out a strong foothold in the packaged beverage market. Recently, it sold its entire stake in Empirical Group LLC, United States, and Southern Tea, LLC, United States, a joint venture with Harris Tea Co. LLC, on March 31. It also abandoned its branded coffee business in Australia. “These simplification initiatives empower the business and give management sufficient time to focus on what is at the heart of the business,” the company said.
In India, TCPL reaches approximately 200 million households through 2.4 million outlets. Over the past year, it has also expanded its direct and total distribution. “As we rationalized our distributors, we added more than 30% street feet to the system and our direct point of sale coverage increased by 30% and digital distribution increased by 15%. We are focused on increasing our rural reach for which we now have 3 times more sales agents in the territory, ”said TCPL. “The more innovations will come, the more acquisitions will come,” Chandrasekaran said.
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