The Hindu Business Line : Fresh & Honest to promote brand Illy

The Chennai-based coffee company, Fresh & Honest Café, which markets and distributes premium Italian coffee brand, Illy, in India, is shortly going to launch its product through the retail channel.

Mr R. Shivashankar, Chief Executive Officer, Fresh & Honest Café, said the company is currently researching the retail channel extensively, after which it would launch. "Since Illy is a premium brand, we would be present at leading modern trade outlets across the country."

He said that Fresh & Honest and Illycaffe would invest close to Rs 90 crore each to promote the brand in India.

The company has recently tied up with Barista to serve Illy coffee in its coffee bars. Barista has launched a special menu card for Illy, which has five different hot and cold options. "Illy already contributes 10-12 per cent of our sales despite being priced at a premium, within three weeks of launch," said Mr Partha Dattagupta, CEO, Barista.

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