"SUNBEAN", A NEW PLAYER IN INSTANT COFFEE SEGMENT

 At last ITC forayed into instant coffee segment by Introducing, “Sunbean Beaten Caffe” – a ready to use beaten coffee paste that gives you favorite cup of rich, creamy, foamy beaten coffee. ITC claims that the smooth coffee paste dissolves effortlessly in warm milk, giving you that familiar beaten coffee taste.

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I have been curiously watching the market as to who will enter in to instant coffee segment, where there are only two major players i.e Nescafe Sunrise, and BRU, a well established brand in the market from the last two decades. Though, there are other players like TATA’ Coffee and Continental coffee, they could not garner significant share in the instant coffee segment. Well, the ITC’s Sunbean is a beaten coffee paste, which is new to Indian consumers as they are familiar with instant powder. Definitely, one should appreciate ITC’s innovation, but how far Indian consumers will be accepting the new way of coffee with paste. And, I have observed little inconvenience in dissolving the paste in hot milk which can become hurdle that can impact consumer behavior as well. Nevertheless, we have to wait and watch as to how ITC is going to influence consumers with their marketing efforts. Lets enjoy and experience a new of way of coffee making with coffee paste.