Percol-ating Profits: Luxury UK Coffee Giant Brews Up Buzz in India

India's coffee scene is being turned on its head by a taste revolution, and Percol, the iconic UK-born coffee company, is bang in the middle of it. On its new launch in India by CCL Products (India) Ltd., Percol is targeting city-centric, quality-conscious consumers in metro cities who seek more than a coffee rush—more importantly, they are seeking craft, ethics, and experience.

 

What's Brewing:

 

Premium Positioning: Percol is a luxury instant coffee, retailed at 100g for ₹800–₹850—similar to Nescafé Gold.

 

Flavor-First Lineup: The Indian range consists of three medium-roast blends:

Sustainability at its Core: Percol was the first UK coffee brand to achieve Fairtrade certification, and it remains at the forefront of plastic-free packaging and ethical sourcing3.

 

Why It Matters:

Percol's shift is a broader movement in Indian metros—a move away from mass-market coffee consumption to premium, provenance-driven alternatives. With young consumers switching to black coffee, craft coffee blends, and sustainability, Percol is repositioning itself as the brand for the conscientious coffee connoisseur.

 

“India is still largely a milk-and-sugar market, but we’re seeing a clear shift,” said Praveen Jaipuriar, CEO of CCL Products. “Percol is crafted for that audience”.

 

Currently available in Tier-1 cities and online platforms, Percol is not just selling coffee—it’s selling a lifestyle rooted in heritage, flavor, and responsibility.

 

Sources: Indian Retailer, LiveMint, Food & Drink Innovations