Hyderabad-based instant coffee major CCL Products (India) Ltd plans to introduce sachets that are set to redefine coffee consumption in the country and meet the challenge of its competing beverage tea head-on.
The company would soon launch 3-in-one sachets in the retail market that will contain instant coffee, spray dried milk powder and sugar, and the customer would have to just add water to drink it.
The product, to be launched under CCL domestic brand Continental, will be the first such locally produced one in the retail market. According to the company, consumption of coffee is growing at 15 to 20 per cent in India compared with single digit growth overseas, but it is yet to penetrate into smaller towns.
The company has not decided on the price but the product is likely to be available at a basic rate of Rs 10 a sachet with different flavours such as cappuchino, vanilla, hazelnut, etc., costing more. The customers will also have the option of sugar-free and non-dairy cream variants for those who are lactose intolerant.