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Our Bureau

Bangalore June 29

Tata Coffee plans to sell its instant coffees under the recently acquired Eight O'Clock brand in the Russian and Ukraine market early next year. The company exports about 5,000 tonnes of instant coffee mainly to these countries.

Though Tata Coffee has two brands, Mysore Gold and Tata International Café, bulk of its exports are mainly done to the third party brands. "With the launch of the Eight O'Clock instant coffee brand, we plan to move away from supplying to third party vendors and work on our own brands," said Mr M.D. Kumar, Vice-President, Finance, Tata Coffee.

"The strong perception about Western brands in the Russian market should help us," he said. The instant coffee market in Russia is considered to be the fastest growing market world wide with a growth rate of about 14 per cent. With affluence coming into Russia, the instant coffee consumption is on the rise, Mr Kumar said, estimating the annual consumption between 60,000 and 70,000 tonnes. Tata Coffee is currently in the process of setting up a "freezed dried" instant soluble coffee plant at Theni, which is expected to be operational by the end of the current year, Mr Kumar said.

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