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Indulge Beverages, makers of tea and coffee capsules, under the brand Bonhomia, is looking to strengthen its presence in the country and taking the brand to international markets.
Founded in 2014, the start-up aims to tap into the growing popularity of specialty coffee and teas by offering single-serve capsules that are compatible with Nespresso machines.
Seeing the growing demand the company has ramped up production capacity at its Okhla plant from one million capsules to 20 million capsules and will launch 15-20 new tea and coffee blends this year. A single serve capsule costs between ₹30-₹50 and a box of these capsules costs around ₹350. The start-up is also in advanced talks to take Bonhomia to neighbouring markets in Asia and West Asia.
Kunal Bhagat, CEO, Indulge Beverages, said, “Globally, the Nespresso machine and the market for single serve coffee capsule is huge. We now see a rising demand among consumers in India for Nespresso machines.
“Also internationally, the capsule concept is largely known only for coffee, but late last year we were the first to introduce tea capsules which are also compatible with the Nespresso machines.”
The company was founded by ex-investment banker Kunal Bhagat, former PepsiCo executive Tuhin Jain and is backed by a group of HNIs (high net worth individuals) based out of Europe.
Tuhin Jain, Director (Sales & Marketing), Indulge Beverages, said “Consumers are now willing to experiment with new blends of tea and coffee on their own at home.”
Jain said that the company is now present in five cities -- Delhi, Mumbai, Hyderabad, Bangalore and Pune -- across high-end and gourmet retail chains and stores. It is looking at expanding to other cities.
Also, the company has strong B2B distribution through tie-ups with luxury hotels.
e-commerce channel “The e-commerce channel has been extremely important for us and has helped us service orders across the country. We are even getting orders from tier-2 cities like Ludhiana, Ahmedabad and Kochi,” added Jain.
Nearly 20 per cent of the company's sales now come from the e-commerce channel and the company has been aggressively advertising its products digitally.
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