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Levista Coffee sets up 4th warehouse at Coimbatore to expand market presence
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Wednesday, 07 April, 2021, 12 : 00 PM [IST]
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Our Bureau, Bengaluru
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Levista Coffee has established its fourth warehouse in Coimbatore, after Kushal Nagar in Coorg, within its factory, Chennai and Bengaluru. The facility will help to reach distributors, retailers and consumers.
The strategically located Coimbatore warehouse currently caters to 30 districts across Tamil Nadu from Hosur in the north to Tirunelveli in south, which are the largest coffee consuming states in the country.
Further the Bengaluru-based company has strengthened its store presence in Karnataka by three times and in Tamil Nadu by 2.5 times. The distribution strength has been increased by 50 per cent to reach 450 active partners across Tamil Nadu, Karnataka, Puducherry, Goa, Trivandrum, Nellore and Chittoor Districts and many more in the pipeline.
Apart from building robust distribution system, the brand was equally focused on brand building throughout 2020. The company has been investing on advertising and marketing ever since its launch but during the past FY, they changed their approach. On the advertising front the brand shifted its focus to the prominent vernacular news channels which had witnessed a significant jump in their viewership, thanks to the through the day ‘Breaking News’ segment.
The brand further collaborated with Chennai Super Kings and Big Boss (Tamil and Kannada) garnering significant eyeballs and mind share for the brand resulting in a strong support from the distributor community thus resulting in an increase in shelf space and sales.
“We have grown our retail presence, share of shelf in kitchens and sales by leaps and bounds during the past 11.5 months -April 1 to 14, 2020 was a total national lockdown. We are deeply grateful to our customers, ecosystem partners, distributors and retailers, to the staff and their families who have put in a stupendous effort to achieve this successful journey. However, I reckon that we have just begun,” S Shriram, vice president, Levista Coffee.
“The brand has also witnessed a strong surge in demand in the online space. It grew around 3 times on Big Basket as consumers moved away from store visits to digital shopping. This increase has further propelled the brand to launch its own e-commerce division and plans to garner 1 per cent of their FY 21-22 Sales to come from their own portal,” he concluded.
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