Some 15 years acquiring Eight O’clock, the fourth largest coffee brand in the US, Tata Consumer Products Ltd (TCPL) is all set to launch in India as a direct-to-consumer brand next week. The move is aligned with the company’s plans to expand its e-commerce capabilities, N. Chandrasekaran, chairman, TCPL, said at the company’s 58th annual general meeting on Friday.
It sells ground coffee apart from single-serve pods used in coffee machines. Eight O’clock Coffee Co. Ltd is an unlisted subsidiary Aof Tata Coffee Ltd.
The company has been scaling up its direct ordering platform tatanutrikorner.com, which delivers a range of spices, pulses, ready-to-cook mix, tea and coffee, according to information available on its website. TCPL is focusing on pushing more products through a strong distribution network, both offline and e-commerce, and leverage the Tata super app, Chandrasekaran said.
TCPL, which sells a range of essential food and beverage products in India, such as tea, coffee, salt, pulses and ready-to-cook mixes, has been experimenting with more online-first brands as the pandemic altered consumers’ shopping behaviour.