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CCL focusing on Indian Retail Markets


Hyderabad, 13th August : The Continental Coffee Limited is now looking to focus on captuing a major chunk of its share in the Indian retail markets. As part of this initiative, the company announced leading film actress Nitya Menon as its brand ambassodor at a product launch programme in Hyderabad.


CCL is regarded as world’s largest private label Instant Coffee Manufacturer is now focusing on Indian Retail Market. Worldwide CCL’s coffee is being consumed @ 1000 cups per second. CCL exports its processed coffee to more than 90 countries supporting more than 250  brands with sustainable supplies – both quality and quantity. CCL has  on offer more than 1000 recipes for the clients to choose. CCL, a 1100 crores company,  has a combined state of the art manufacturing capacity of 35,000 tonnes  located at Duggirala, Guntur District of AP, Switzerland,  Vietnam and recently commissioned a plant near Sullurpet, in Chittoor district. The company has plans to reach a mile stone of servicing  100+ countries in the next 2-3 years. 


Having succeeded in placing their Coffee in world markets, CCL Products (India) Limited is launching new varieties of  Continental Coffee in Indian Market. A lot of consumer research was done to arrive at blends that will suit Indian palette. Today CCL is confident that the blends developed by CCL are much superior to competition. It has its own distinctive taste and aroma. As a part of its India journey, company roped in Actress Nitya Menon as its Brand Ambassador. 


Following products were launched in the Indian market. 

Instant Coffee – A couple of years ago CCL started seeding the market with Continental Speciale which is a  100 % pure coffee and Continental Xtra which is a coffee chicory mix targeted towards South Indian taste palette. Subsequently Continental Black Edition was launched which is essentially freeze dried coffee,  targetted to upgrade people with a more aromatic and flavorful coffee.  All these varieties are made available in SKUs commencing from 1 gram sachets to 200 gram bottles starting with an affordable pricing of Rs.1 to Rs.375 (for 200 gm jar)


Filter Coffee - The core of CCL has been to provide coffee the way consumers like it. Continuing on this promise it launched filter coffee under the brand name Continental Malgudi. Continental Malgudi comes under two coffee chicory blends 80:20 and 60:40.

Coffee Premix - The millennial of today is hard pressed for time and is looking for convenient ways of consuming products. Keeping the same in mind CCL launched Continental THIS. Continental THIS is 3in 1 coffee premix. It is priced at Rs 10 making it affordable to have a great cup of coffee.


The above launches are being supported by mass media campaigns and below the line activities. CCL announces the on boarding of actress Nitya Menon as its brand ambassador. Nitya is a very well known face and is widely regarded as a woman of substance. She is someone whom people look up to as role model. We feel that Nitya Menon will help us achieve the right awareness and create a positive brand imagery” said Challa Rajendra Prasad, Executive Chairman, CCL PRODUCTS. 


The new campaign will break on mass media on 15th August. Along with mass media campaign CCL undertakes a large scale sampling activity. Every month 1 lakh cups is sampled to consumers so that they can experience the great taste of Continental Coffees. Broadly, the instant coffee market in India is approximately of around 2000 crores growing at a CAGR of 7 to 10% for the last three years.  Company is adopting a strategy of competitive pricing through exciting consumer offers.


“Starting with Southern markets of India, as almost 75% of coffee consumption happens in this market, CCL has plans to expand to Pan India by 2021. Currently Indian Business is contributing around 7% of the revenues  which is targeted to be improved to around 15% in the next two years. With additional capacity, niche products and further value additions, the Company is expected to achieve a CAGR of 15-20%” said Challa Srishant, Managing Director, CCL PRODUCTS.

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