Tata Coffee, an integrated coffee plantation company headquartered in Bengaluru, India, is positioning itself as a specialty coffee company.
In a recent press release, Tata Coffee c.e.o. Sanjiv Sarin said, "Key trends in the coffee industry point to the emergence of specialty, premium, differentiated, single origin and farm-branded coffees occupying center-stage in the international market. So, there is an opportunity to market differentiated coffee which is distinctive in taste and appeal."
Behind this move is the company’s intention to take advantage of what leaders there view as a global trend: coffee lovers in India and across the world are now preferring differentiated premium coffees.
Sarin added that this vision aligns with the global trend where "Tata Coffee has been consistently moving up the value chain in both its plantations business as well as its instant coffee business. And it's also looking to transform itself from being merely a commodity player to specialty coffee player in the market," Sarin added.