Nestlé has announced the upcoming launch of its premium coffee brand, Nespresso, in India, starting late 2024. This initiative comes in response to the rising demand for high-quality coffee. Nespresso aims to tap into the growing premium coffee segment through strategic e-commerce partnerships.
Expanding Access through E-commerce and Boutiques
The company plans to open its first Nespresso boutique in Delhi, which it will later extend to other major cities across India. The offerings will include both the original and professional lines of Nespresso coffees and systems, catering to a wide range of consumers, from home enthusiasts to professional baristas.
Sustainable Practices and Local Impact
Nespresso, known for its commitment to quality and sustainability, has been sourcing green coffee from India since 2011. The company's dedication is reflected in its Nespresso AAA Sustainable Quality Program, which collaborates with around 2,000 Indian coffee farmers to ensure quality and sustainable practices.
Leadership's Vision for Nespresso in India
Guillaume Le Cunff, CEO of Nespresso, expressed excitement about bringing their renowned coffee experience to Indian consumers and emphasized the brand’s longstanding commitment to sustainability. Suresh Narayanan, chairman and managing director of Nestlé India, noted the significant growth in coffee consumption within the country and highlighted the potential of the Indian market to embrace new and premium coffee experiences.
Nespresso's International Presence and Local Strategy
Nespresso's products are crafted in Switzerland, employing over 1,300 individuals across three factories. With a presence in over 90 markets and more than 800 boutiques globally, Nespresso’s launch in India is part of a broader strategy to explore emerging coffee markets and cater to the sophisticated palate of the Indian consumer.
