SLN launches coffee brand, targets Rs 1,100 crore topline

The firm which has been selling coffee to domestic and overseas markets had registered top-line of Rs 800 crore last year, SLN Coffee, Director, N Sathappan said here after the launch of Levista. 

“We tried and tested over 50,000 cups of the blending before launching. We will introduce instant coffee Levista in Tamil Nadu and Karnataka he said. “South is the largest market for coffee. In three years, we are expecting a pan-India market presence”, he added. The group expects the top-line to touch Rs 1,100 crore with the launch of the Levista. 

“Instant coffee market is growing at 10 per cent. The size in volumes would be about 21,000 tonnes. We are launching in four variants. After Tamil Nadu and Karnataka, we will be looking at Andhra Pradesh and Kerala. By 2019, we will be looking at the overseas market,” he said. 

As part of the launch, he said the coffee brand would be available in 30,000 outlets in Tamil Nadu and 25,000 outlets in Karnataka. SLN Coffee has a manufacturing unit in Coorg, Karnataka. The export volume is over 10,000 tonnes every year. 

The market potential for coffee in India is around 3.25 lakh tonnes, production wise. Exports comprise around 2.5 lakh tonnes annually. Interestingly, close to 70 per cent of coffee consumption is recorded in Tamil Nadu itself. The company aims to target millennials, with their latest product offerings.