Bangalore: Levista Coffee which turned four this month since its launch, unveiled its four variants of “Flavored Coffee”. The four variants include Vanilla, Caramel, Hazelnut and Choco-Orange. It has further also launched a new variant of Instant Coffee aptly named ‘Supreme’ which has 70% Coffee content and 30% Chicory. The Flavored coffee would be available across Tamil Nadu and Karnataka through select retail stores &nationally through e commerce platforms.
S. Shriram, Vice President, Levista Coffee said, “We are very excited and delighted to launch our Flavored Coffee finally today after a lot of R&D. We have four flavors for different taste buds and moods – Vanilla, Caramel, Hazelnut and Choco-Orange.” The company believes that the flavored coffee will appeal to the Gen-Z and the Millennials as well as satiate the desires of the younger lot as well as those who are young at heart with exotic preparations and menu options, most of which are home-made and self-styled by discerning coffee lovers. Other than this, the company has also launched “Levista Supreme” which has 70% Coffee along with 30% Chicory content. “We have been keeping our ears to the ground, hearing our consumer feedback constantly after which we decided to launch this variant” said Shriram.
The company already has three variants of Instant Coffee – Classic with 100% Coffee, Premium with 80% Coffee and Strong with 60% Coffee while the Institutional packs have 57% Coffee in them. The variant with 70% coffee is among the most sold in the country and Levista, with its unique taste plans to garner a considerable market share with this. Other than this, the company also offers Filter Coffee in two variants with 80% Coffee as well as 60% Coffee for a strong and rich taste. The coffee is available in distinct packaging including Glass Jar, Pouch packaging and its signature Tin packaging, one if its kind in India.
Levista is currently present across Tamil Nadu, Karnataka and Puducherry through a Distribution Network spanning over 600+ Distributors servicing over 42,000 and more general trade stores. In modern retail, Levista is present across India at select stores through Reliance Retail, More Hypermarkets and Supermarkets, Spencer’s Retail Stores among others as well as at Metro Cash & Carry.The company aims to onboard 1,500 more distributors to reach a tally of 100,000 Point of Sales by the end of FY 2022.
The marketing and sales head Mr S. Shriram introduced the brand and spoke about their 2020 experience. He started with the Market Insight where he said the instant coffee market in India is 2,200 crores pa. The instant coffee is dominated by two reputed and well-known brands. Pareto’s principle applies 80:20 ratio of market share, around 20% of market share is occupied by dozen brands and over 80% coffee is sold in 5 southern states & 1 in union territory. He stated “Levista has achieved 2% Market share in 3 years and aims 5% by April 2022”.
Levista Coffee have completed their 3 years and steeping into their 4th year for that S. Shriram said that they have scaled their business from scratch where they didn’t have any other brand support. He said Levista has build by a Robust system & committed team. He said “Based on our research, at least 50% of our customers remain loyal to our brand and it shows in our sales pattern”.
He then talked about how did they manage the crisis, paid deep focus in the states of Tamil Nadu, Karnataka, Puduchery, added a small presence in Goa, Increased focus on Distribution & last mile, points of sales went up from 26,000 in Feb 20 to 42,000+ in Dec 20. Number of distributors went up from 400 to 600+ in all across the region, identified new growth markets. “We created a new TVC feat. Celebrated Dancer couple Smt, Shantha & Shri Dhananjayan to promote equality of household work and mutual support”.
In the manpower management their was full time Manpower count grew by 50%, Full salary paid even during the continuous lockdown period, staff were given a single digit hike and key performers promoted with 2-digit hike, 90+ sales promotors appointed since June, Levista is proudly supporting these families as most promotors are women staff and additional benefits were provided to employees.
For the marketing strategy levista signed up two big properties in FY20-21, now there are official coffee partner for Chennai super kings, they are the first ever coffee brand in IPL tournament. “Our tie-up with Chennai Super king was a true-blue #whistlepodu moment for our employees, distributors, retailers, partners and all families and our customers”.
The new launched product “Levista supreme Instant coffee” is 70% coffee and 30% chicory, it is made from the finest coffee beans, carefully sourced, graded and roasted at Coorg, there are 4 variants in coffee first one is Classic with 100% Coffee, second premium with 80% coffee, third strong with 60% coffee and lastly extra strong with 57% coffee. With that Mr S. Shriram concluded the presentation.