FMCG startup Rage Coffee, which is backed by Virat Kohli, has partnered with popular milkshake chain Keventers so as to build up its presence across quick service restaurants (QSR).
Rage Coffee has launched hazelnut-flavoured cold coffee in collaboration with Keventers. The regular bottle is priced at Rs. 189, while the large bottle is priced at Rs. 249. The product will be sold at more than 200 Keventers outlets in India.
In fact, previously, Rage has joined with Nirula’s and 99 Pancakes in similar menu engineering associations.
Bharat Sethi, founder and CEO of Rage Coffee, explained that such collaborations are a way to combine the company’s omnichannel approach and cover multiple touch points. He added that with this approach, the brand aims to leverage the customer base of each brand and at the same time create economies of scale in delivering consumer experiences.’