Movenpick to blend brewed coffee retailing  ( October '24,2001, FE)

AFTER setting up its coffee and ice-cream boutiques, the Switzerland-based Movenpick Foods is all set to begin coffee retailing in India.

According to Mr Neeraj Jain, General Manager, South Asia, Movenpick Foods, ``The retailing has already started at the parlours. Now we are looking to retail the product in shops. But first we will try to educate the consumer about brewed coffee and how it differs from instant coffee.''

There will be training sessions and coffee tasting activities beginning from the parlours itself. Meanwhile, Movenpick will also be distributing little booklets educating the consumer of the same. The company is also currently in talks with coffee equipment manufacturers for a tie-up in order to promote the usage of brewed coffee.

The Movenpick coffee, priced between Rs 300 and Rs 500 (depending on the beans used) for 200 gm, will initially be retailed in the metros. The company will also begin to retail its jam in India. However, this will happen only by next summer. The company has already been retailing its ice-cream in India from the very beginning.

Only recently, coffee chain majors Barista and Qwiky's had announced their decision to take the retail route with packaged coffee. Barista's coffee is priced at Rs 120 for 200 gm, while its fine coffee blends will range between Rs 300 and Rs 1,200 for a 120 gm pack.

On the other hand, Qwiky's coffee packs can be bought at Rs 50 for 250 gm packs. The company is also selling its espresso machines priced between Rs 750 and Rs 1,00,000 for homes and offices.

With winter setting in, it seems that coffee majors are gearing up to provide a warmer experience to consumers.