Asmita Mukherjee 
According to TOI, Fifteen years after acquiring US’ fourth largest coffee brand Eiht O’Clock, Tata Consumer products in all set to launch in India soon. The announcement was made by Chairman N Chandrasekaran at the company’s 58th annual general meeting. He stated that Eight O’Clock will debut in direct-to-consumer (D2C) model next week.
“To achieve the next level of growth by leveraging this expanded product portfolio, the company is now implementing and integrating its distribution network and supply chain to drive efficiency and, more importantly, agility. Undertaking an end-to-end digitalization of its channel partners, and field force is another key initiative… The company is focusing on bolstering its e-commerce capabilities, and a few products have been already launched in the direct-to-consumer model. The Eight O’Clock Coffee will be launched in the D2C model next week,” he added.
Tata Consumer CEO Sunil D’Souza was quoted in a Times of India report saying that the branch will be launched on their own exclusive website and will later be sold on other online platforms.
An Internet search reveals that a 680 gm pack of Eight O’Clock coffee is priced at over INR 1,200. However, D’Souza told that that’s the pricing by traders and that their own product pricing will be more competitive.
This comes days after Tata Consumer Products announced the launch of Sonnets by Tata Coffee, a new offering in the premium Roast and Ground coffee segment. Consumers can shop on www.tatacoffeesonnets.com and can choose their preferred roast type choosing between a light, medium or a dark roast options; they could also suit their brewing preference and opt for either a filter coffee or a French press grind. Other than the brand website, Sonnets by Tata Coffee will be available on e-commerce channels like Amazon, Big Basket, Tata Cliq Luxury and will be scaled up with selective listing in gourmet stores etc.
It is worth adding that Tata Consumer Products’ portfolio of products includes tea, coffee, water, salt, pulses, spices, ready-to-cook offerings, breakfast cereals, snacks and mini meals. It is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Water Plus and Tata Gluco Plus. Its foods portfolio includes brands such as Tata Salt, Tata Sampann and Tata Soulfull.
In India, the company has a reach of over 200 million households and has an annual turnover of INR 11,600 crore with operations in India and International markets.
