NourishCo, a subsidiary of Tata Consumer Products, has expanded its functional beverages category by entering the cold-brew coffee segment with the launch of Tata Coffee Gold. The ready-to-drink coffee is available in three flavours: classic, hazelnut, and mocha. Priced at Rs 125 per bottle, the company aims to capture the growing market for ready-to-drink cold coffee, which is estimated to be worth Rs 200–300 crore.
NourishCo follows an asset-light and capital-light model for its cold-brew coffee, similar to its other products. The manufacturing of the coffee is outsourced to a co-packer in Noida, who handles production and shipping to various locations in India.
The company reported net sales of Rs 621 crore in the last fiscal year and has set a target of reaching Rs 1,000 crore in net sales for the current fiscal year. NourishCo believes that its differentiated product portfolio and successful go-to-market strategy will contribute to the growth of its cold-brew coffee brand.
NourishCo sees significant opportunities in the functional beverage space, portfolio expansion, innovation, and distribution. The company’s portfolio includes brands such as Himalayan, Tata Gluco Plus, Tata Copper Plus, and Tata Fruski, and it has a presence in approximately 700,000 outlets.Generally, NourishCo’s launch of Tata Coffee Gold aims to capitalize on the growing demand for functional beverages, particularly in the ready-to-drink cold coffee segment, and leverage its existing success in the market.