MILAN – Addressing the shareholders at the company’s virtual annual general meeting on Friday, the Chairman of Tata Consumer Products Ltd (TCPL) N Chandrasekaran said the company will launch Eight O’Clock, America’s original gourmet coffee, in the direct-to-consumer (DTC) model this week. The Tatas had bought the company, the fourth largest in the roast and ground category of coffee in the US from Gryphon Investors in 2006.
Apart from the US, the 102-year old Eight O’Clock coffee brand is also available in Canada and Europe. It also sells single-serve pods used in coffee machines. Eight O’Clock Coffee Co. Ltd is an unlisted subsidiary Aof Tata Coffee Ltd.
“To achieve the next level of growth by leveraging this expanded product portfolio, the company is now implementing and integrating its distribution network and supply chain to drive efficiency and, more importantly, agility” said Chandrasekaran. “The company is focusing on bolstering its e-commerce capabilities, and a few products have been already launched in the direct-to-consumer model. I’m also happy to say the Eight O’Clock coffee will be launched in the DTC model next week.,” he added.
“We have a strong foundation in place for Tata Consumer Products, and we are confident to build on this momentum to unlock the potential of the company and the opportunity in the market to become a formidable player in the industry,” Chandrasekaran also said.
Earlier this year, TCPL launched Sonnets by Tata Coffee, a new offering in the premium roast and ground coffee, again in the D2C segment.
Other than the brand website, Sonnets by Tata Coffee will be available on e-commerce channels like Amazon, Big Basket, Tata Cliq Luxury and will be scaled up with selective listing in gourmet stores etc.
TCPL has brought Starbucks to India through a joint venture and plans to strengthen its presence in the coffee market in India.
Tata Consumer Products’ portfolio of products includes tea, coffee, water, salt, pulses, spices, ready-to-cook offerings, breakfast cereals, snacks and mini meals. It is the 2nd largest branded tea company in the world.
In India, the company has a reach of over 200 million households and has an annual turnover of INR 11,600 crore with operations in India and International markets.