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Chennai-based Leo Coffee is gearing up to strengthen its base in the domestic market and having a pan-India presence soon.
Launching the ‘Leo Instant’ here, Venu Srinivasan, Managing Director, Leo Coffee, said “instant coffee, we perceive, will give us the traction to grow.”
Variants Three variants of instant — Leo Ultimate, Leo Aroma Classic (which will match Bru) and Leo Instant Super Strong (targeted at the hotel segment) — in 50 gm and 100 gm air-tight jars and aluminium foil pack as well in sachet form priced at ₹2 and ₹10 have been introduced in the market.
Post the launch in Coimbatore, Leo Instant will be introduced in Madurai, followed by Bengaluru, Hyderabad and Chennai within the next four weeks, Srinivasan said, adding “the market for instant coffee is close to 60 per cent at present.”
To keep pace with its growth plans, the filter coffee brand is looking at a ten-fold increase in its distributor network to 1,000 by 2017, growing the shop-in-shop outlets (where coffee bean is ground, customised and packed in the customer's presence) from 200 at present to 500 in two years.
Company outlets It has 40 company-owned outlets and is looking to add one each in Bengaluru and Coimbatore soon.
Srinivasan did not disclose the brand’s turnover or market share details.
Leo’s six filter coffee variants include Top Blend, House Blend, Madras Blend, Degree Blend, Breakfast Blend and Hotel Blend.
To a query on exports, he maintained that exports accounted for a mere 2 per cent of Leo’s turnover. “We export to countries such as the US, Singapore, Malaysia and Australia. The opportunity is huge on the domestic front; however, we would also look to increase our share from exports as well.”
The company has become more aggressive in the online marketing space as well. Besides being listed on e-commerce portals such as Amazon, eBay and Snapdeal, coffee lovers can also shop on Leo E-Store, he said.
Expansion plans Efforts are on to start a call centre in Chennai. “We expect this to become operational in the next couple of weeks. Thereafter, customers in Chennai can expect their order to be delivered at their door-step,” he said.
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