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With premium Red Sirocco, Bayar’s Coffee eyeing share in pan-India mkt
Thursday, 25 January, 2018, 08 : 00 AM [IST]
Nandita Vijay, Bengaluru
Bayar’s Coffee,which is under the umbrella of Ganesh Foods Products, has now set its eyes on the pan-India market with its premium offering, Red Sirocco. The niche product, which is 100 percent Arabica, is positioned to woo customers who  appreciate international flavours and tastes during their jaunts abroad.  

The company, which has been in the coffee industry since 1971 and is recognised for its quality blends, in the hotel, restaurant and catering (HoReCa) and retail segments, sighted a growing demand for specialty coffee.

“There is a large section of people who go abroad and come back and they are exposed to international flavours and tastes,” R Nagaraja Rao, executive director, Bayar’s Coffee, told FnB News.

“After visiting different countries and cafes, they are addicted to flavours and tastes which are notavailable in India. That is the reason for introducing these blends. We are sourcing itfrom countries like Columbia, Kenya and Ethiopia,” he added.

The coffee will be priced between Rs 1,000 and Rs1,500 per kg.“This is for the first time we have the advantage of having to introduce a niche product,” said Srikanth Rao, certified Q grader, Bayar’s Coffee on the sidelines of the seventh essay of the India International Coffee Festival, which concluded in Bengaluru recently.

“Our strategy would be an experiential one for consumers after which we place our product accordingly.The direct consumer interface helps in brand building.It would create awareness among Indian discerning coffee connoisseurs aboutgood Arabica coffee,” he added.

“In order to create the visibility, we participate in related expos and organising tasting sessions, thusleadingcustomers to ask for more such experiences,” Rao said.

Marketing online via its sales portal will build the brand equity of Red Sirocco and gain product exposure. It will also beavailable at  premium retail stores like Metros andNature’s Basket, among others.

Bayar’s customary filter brands arealready available on online platforms like Amazon. However, the new brand, marketed as Red Sirocco, is named after the Mediterranean winds, associated with a lot of emotions and romantic moods.

““We believe coffee can be appreciated for its flavours and occasions, and hence have created four different flavours,” Rao said.  

“Further, with Red Sirocco, we intend to storm into the southern and northern India markets. Since this is aniche product, wecannot restrict its reach. Thedemand is perceptiblefromnorth and westIndia for the premium coffee, and hence we need to cater to theseregions,” noted Nagaraja Rao.

“Coffee, as a beverage and culture, is evolving. But India has a long way to go compared to Europe and South-east Asia.There is a considerabletransformation, as the youngsters are taking to managing roaster café businesses, going by the inclination towards specialtycoffee blends,” said Srikanth Rao.

“Although south Indians aretraditionally accustomed to coffee, the requirementfrom the northern states, where tea is more sought after, is significant.Once consumers discover coffee, there is the willingness to experiment with new tastes and flavours, as they eventually become passionate about good coffee,” said Nagaraja Rao.

“Hence Bayar’s coffee wants to the take the lead withArabica, which is all aboutpromoting and positioning Red Sirocco properly,” said Srikanth Rao.
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