After announcing price reduction of about 22 per cent on coffee at all Barista Espresso Bars, Barista Coffee Company Ltd is now planning to focus on raising the bar of coffee experience. As part of the strategy, the company plans to introduce international coffee blends from Gautamala, Peru and Java in India in the next quarter. Recently the company launched three international blends.

Barista Coffee Company Ltd manager (beverages) Ruhi Singh told FE: ‘‘The objective behind the move is to democratise the coffee movement and provide premium coffee at affordable prices. For example, international blended coffee which is roasted in Venice will be available for Rs 45-Rs 55, compared to 100 per cent Arabica Indian coffee blend priced at Rs 30."

As part of its marketing strategy, the company is planning to promote international coffee blends first through 40 Barista stores in Mumbai, Delhi and Bangalore. With the move, the company also hopes to expand the number of Barista Espresso Bars on an average rate of two to three per month as well, she added.

On Barista’s new initiatives, says Market Search India Pvt Ltd CEO Sundar Rajan: "By democratising the coffee movement and providing premium coffee at competitive prices, Barista Coffee Company Ltd will gain an edge over competitors."

Barista Coffee Company Ltd is now planning to launch new variants in non-coffee cold beverages called ‘Smoothies’ in fruit-based flavours. At present, Smoothies is available at most Barista Espresso Bars in mango, guava and grape flavours priced at Rs 33, added Ms Singh.

To meet the evolving social and intellectual needs of consumers, Barista Coffee Company Ltd is planning to nationally roll-out ‘Brew Print’, India’s first coffee table newspaper at all Barista Espresso Bars.