CCL Products Limited, the Andhra Pradesh-based private label instant coffee maker, has launched its own Continental Coffee brands in the Indian market. The company earns 93% of its revenues by exporting more than 250 brands globally.
CCL Products expects to double its revenues in the country within the next few years by launching multiple products in both, instant and filter coffee categories in different sizes and price points. Currently, the Indian market is dominated by MNC brands like Nestle's Bru.
Challa Srishant, Managing Director of CCL Products, said, “The stickiness attached to coffee, due to which consumers do not try out other brands so easily and replace the brand they've been using for decades, is a real challenge for us. We are hoping to overcome this challenge by adopting suitable marketing strategies targeting millennials.”
CCL Products claims to be the world's largest private label instant coffee manufacturer. Currently, it has a manufacturing capacity to produce 35,000 tonnes of instant coffee of different kinds and blends, mostly located in India. The company owns two plants, one each in Vietnam and Switzerland.
CCL Products is eyeing at investing $8 million to expand the capacity of its Vietnam plant, while another $12 million is being spent on the Chittoor EoU unit's packaging division in Andhra Pradesh.