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ITC brews a premium play

With its gourmet coffee Sunbean, the company is looking to expand its portfolio of premium brands

From hotels to chocolates and now coffee, that seems to be the positioning and consumer recall that ITC is aiming for, as it launches Sunbean, a premium coffee close on the heels of Fabelle chocolates that was launched in May this year. For both, the company is using its chain of luxury hotels as an exclusive retail channel before taking the brands to retailers outside the fold. But experts caution that the market for premium coffee in the country is a thin one and; price still plays a big role in determining the brands people pick. However ITC is confident that opportunity does lie ...

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Business Standard
177 22
Business Standard

ITC brews a premium play

With its gourmet coffee Sunbean, the company is looking to expand its portfolio of premium brands

Avishek Rakshit  |  Kolkata 

From hotels to chocolates and now coffee, that seems to be the positioning and consumer recall that ITC is aiming for, as it launches Sunbean, a premium coffee close on the heels of Fabelle chocolates that was launched in May this year. For both, the company is using its chain of luxury hotels as an exclusive retail channel before taking the brands to retailers outside the fold. But experts caution that the market for premium coffee in the country is a thin one and; price still plays a big role in determining the brands people pick. However ITC is confident that opportunity does lie ...

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ITC brews a premium play

With its gourmet coffee Sunbean, the company is looking to expand its portfolio of premium brands

With its gourmet coffee Sunbean, the company is looking to expand its portfolio of premium brands From hotels to chocolates and now coffee, that seems to be the positioning and consumer recall that ITC is aiming for, as it launches Sunbean, a premium coffee close on the heels of Fabelle chocolates that was launched in May this year. For both, the company is using its chain of luxury hotels as an exclusive retail channel before taking the brands to retailers outside the fold. But experts caution that the market for premium coffee in the country is a thin one and; price still plays a big role in determining the brands people pick. However ITC is confident that opportunity does lie ... image
Business Standard
177 22

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