Delhi-based Rage Coffee has strategically launched its ready-to-drink coffee, focusing on quality, affordability, and convenience to capture the attention of Indian consumers, traditionally inclined towards tea. The company aims to leverage its success in the coffee market and expand its reach to overseas markets, particularly targeting the Indian diaspora in regions like the Middle East, the US, and Asia.
Rage Coffee’s founder and CEO, Bharat Sethi, shared insights into the company’s approach, emphasizing the importance of creating a product that resonates with Indian consumers. By infusing the familiarity of milk into their RTD coffee, the brand aims to evoke a sense of nostalgia and comfort, tapping into the nation’s preference for dairy-infused beverages.
While navigating the challenge of balancing coffee and milk flavors in their RTD offering, Sethi highlighted the company’s commitment to maintaining the essence of coffee without compromising on taste. The brand’s dedication to innovation is evident in its production unit, where a significant quantity of coffee is processed daily to ensure quality and consistency.
The distribution strategy for Rage Coffee’s RTD product involves a mix of online platforms and offline retail channels, with a focus on key metropolitan cities in India. By strategically placing the product in high-demand locations, the company aims to maximize sales potential and cater to a discerning consumer base.
With an eye on the global market, Rage Coffee is exploring export opportunities in regions like the Gulf Cooperation Council, North America, Africa, and select Asian countries with a sizable Indian population. The brand’s expansion plans are driven by word-of-mouth recommendations from existing customers, indicating a growing demand for their RTD coffee beyond Indian borders.
Rage Coffee’s product lineup includes popular flavors like mocha frappe, salted caramel, and hazelnut latte, catering to diverse consumer preferences. The brand’s commitment to innovation extends to upcoming flavor launches, with new variants set to hit the market in the coming months, catering to evolving tastes and preferences.
As the coffee industry continues to evolve, with a focus on convenience, sustainability, and flavor experimentation, Rage Coffee remains focused on delivering a premium coffee experience to consumers. The brand’s emphasis on simplicity and customer-centricity reflects its mission to make quality coffee accessible to a wider audience, driving growth and innovation in the competitive beverage market.
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