Hyderabad, June 2025 | By Dairy Dimension F&B Desk
In a move that signals the growing appetite for ethically sourced, premium coffee in India, CCL Products (India) Ltd. has officially launched Percol, an iconic UK coffee brand, for the Indian market. The brand’s arrival marks a significant expansion in India’s evolving coffee culture, catering to a new generation of consumers who seek both taste sophistication and sustainability.
Originally founded in the UK in 1987, Percol was a pioneer in ethical sourcing and the first coffee brand in the United Kingdom to be awarded Fairtrade certification. Following its acquisition by CCL Products in 2023, the brand is now being introduced to Indian consumers in three freeze-dried premium instant variants: Intenzo, Da Essenza, and Espresso Noir.
🇮🇳 A Strategic Homecoming
Interestingly, Percol’s blends for the UK market had been developed for years by CCL Products in India, making this launch more of a strategic homecoming than a market entry. The acquisition has allowed CCL to bring full brand ownership and alignment between production and positioning.
“Percol represents not just premium coffee, but a philosophy that resonates with today’s nuanced consumer,” said Praveen Jaipuriar, CEO of CCL Products. “Sophistication, depth, sustainability—these are no longer niche values; they are mainstream expectations.”
☕ Three Distinct Blends for the Evolving Indian Palate
The Percol lineup offers:
- Intenzo – A bold, aromatic blend with deep undertones
- Da Essenza – Smooth and balanced for everyday indulgence
- Espresso Noir – Rich, dark, and intensely flavoured for the espresso aficionado
All three are freeze-dried instant coffees, using beans sourced from Colombia, Vietnam, and other leading coffee-growing regions, packed in elegant 100g reusable glass jars. The packaging reflects Percol’s plastic-free, sustainability-first ethos, featuring embossing, spot UV, and vignette artwork—appealing to India’s growing base of conscious, urban consumers.
📦 Distribution and Market Positioning
Initially available in Tier-1 cities across North and West India, Percol is being distributed via leading e-commerce platforms and premium supermarkets. The brand’s India launch is part of CCL’s broader strategy to premiumise the at-home coffee experience, where instant coffee is no longer seen as inferior but as a format that can deliver both convenience and elevated taste.
This move also positions CCL as a serious player in the global coffee retail space, not just as a manufacturer but as a brand curator and market shaper.
🌍 About CCL Products
Headquartered in Hyderabad, CCL Products (India) Ltd. is a global leader in coffee manufacturing with exports to over 100 countries. Known for its robust R&D and strong B2C/B2B capabilities, CCL is the third-largest coffee company in India. Its brand portfolio includes Continental Xtra, Malgudi, Continental THIS, Greenbird, and now Percol.
With recent product lines including iced teas and functional beverages, CCL is actively expanding its footprint across hot and cold beverage categories, meeting diverse consumer needs in India and abroad.
