Top Story


Home >> Marketing >> Article

Barista brews plans to enter schools, airports

Font Size   16
Barista brews plans to enter schools, airports

Barista Coffee Company Ltd is planning to launch a sub-branding exercise, which would see the brand entering diverse portfolios including smaller outlets, take-away format, ground coffee etc. This comes as part of the company’s drive to be a mass class brand, appealing to a wider range of customers.

As part of the plans, Barista will enter institutions like schools, colleges, universities and airports, possibly through a smaller outlet format. Speaking to FE, Barista head marketing strategy and corporate communication Brotin Banerjee said: “We are looking at increasing the out-of-home coffee consumption in the country through different formats.”

The company is planning to offer ground coffee under the Barista brand and would also look at other product extensions under the brand, he said.

South remains a key focus market for the brand, as its current presence in the region is lower compared to markets in other parts of India. Out of its 70 new outlets due to open this year, 20 to 25 per cent would be in the South, including metros like Bangalore and Hyderabad and mini-metros like Kochi and Mysore.

“We are also planning to try out different retail formats for the new outlets with a major focus on malls.”

Bangalore is one of the cities where the company has the largest number of customers and at least 20 per cent of the current sales in Bangalore come from the recently-launched ‘smart card’ scheme. Barista will shortly roll out the scheme in other markets also, he added.

The 120 Barista outlets in India currently has a foot fall of 13 lakh per month. The age group of clients vary between 20 and 36. “We want to attract a wider range of customers, an age group between 17 and 40 and cater to their varied needs,” Mr Banerjee added.


We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

With Shikhar Dhawan as their brand ambassador, a partnership with NBA and FIFA and a Rs.10 crore marketing budget, this sporty start-up is moving strength to strength.

In an interaction with exchange4media, Sinha, the Country Head at Epsilon shared insights on the growth of Epsilon, integration of Artificial Intelligence and the future of other conventional mediums of marketing

The new brand philosophy to go live on 15th October 2017 during the telecast of Zee Rishtey Awards

The rateOOHmeter platform is based on field data of the OOH campaign universe with information on more than 400 brands, 1600 cities, over 3,000 campaigns and around 85,000 OOH inventory across formats...

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited