In its bid to position itself as a global brand, the New Delhi-based Barista Coffee Ltd, is planning overseas expansion by the next fiscal (2002-03) and is also looking to expand its domestic retail network from the present 76 to 176 by the end of 2003. The largest retail chain for speciality coffee in India, in which Tata Coffee Ltd holds 34.4 per cent stake, has targeted an increase in turnover from the current Rs 30 crore to Rs 100 crore next fiscal.

We are very serious about global expansion. We want to be a global player and create a brand which is accepted globally. By the next fiscal we will be opening our retail outlets overseas. We have identified the geographies but have not yet decided where to go first. The plan will be to first regionalise the outlets in a particular country and then expand to other places.

By doing this we will be able to create a global brand while expanding, Mr Sandeep Vyas, executive vice president (marketing & communication), told The Asian Age. Mr Vyas, however did not comment on how many outlets Barista would be setting up initially and whether all the retail outlets overseas will be company owned, which is the case in the domestic market.

He said that another 100 retail outlets will be added in the domestic market which will help the company to increase its presence in all the major cities. In Delhi we have the highest number of outlets with 32 all over the city and we are increasing the number to 50, while in Mumbai we plan to add another 19 to the existing 24 outlets (21 retail outlets plus three off-premise outlets).

We have just opened our outlet in Kolkata and right now we are present in 12 cities, he said, adding that the expansion would cost the company around Rs 4 crore. Barista has also entered the home brew segment with their version of freshly ground coffee. Mr Vyas said their Arabica Coffy is retailing at Rs.120 for a 200 gm sachet and would also be available at Barista Expresso Bars as -House Blend.

Besides this the company has also introduced single origin coffees. Barista also plans to focus on the home brew the freshly grounded coffee segment by extending the product portfolio from roasted coffee range to include single origin coffee under the umbrella brand Barista. The single origin coffee range comprises ‘Jamaica Blue Mountain a 100 per cent Wallenford Estate’, ‘Cuba Caracolillo Crystal Mountain’, ‘Colombia Supremo’, ‘Brasil Santos’ and ‘Single Mould Scotch’ among others and are priced between Rs 600 and Rs 2,000 for a 200 gm pack.