Hindustan Lever Ltd (HLL) has firmed up plans to grow the coffee market outside the four southern States. The company has embarked upon a "consumer activation" programme that is being rolled out in Kolkata, Delhi, Mumbai, Ahmedabad, Pune and Nagpur.
Addressing a press conference here today, Mr Krishnan Sundaram, Marketing Manager of Bru, the flagship coffee brand of HLL, said 80 per cent of the coffee in India was consumed in the four southern States. Bru has a 45.6 per cent share of the domestic market for instant coffee and a 47 per cent share of the conventional / roasted coffee segment.
According to estimates, 80,000 tonnes of coffee is consumed in India annually. Of this, 41,000 tonnes comprises instant coffee while the balance is accounted for by conventional / roasted coffee.
Mr Sundaram said that besides growing the market in south India, the idea was to penetrate potential markets in other parts of the country. Towards this end, the company has planned the rollout of a consumer activation programme. Called "An Evening to Remember", the programme is planned at rewarding customers with a "five-star experience" at a leading hotel in each of these cities.
To participate in the programme, a customer has to buy a pack of Bru coffee (50 g, 100 g or 200 g), scratch a unique code number behind the pack and then call a number or send an SMS. The lucky winner and his family will be treated to a meal in a five-star hotel along with his family.