Italian coffee brand Caffe Pascucci forays into India

Written by Agencies | Bangalore | Updated: Jun 26 2009, 00:14am hrs
Caffe Pascucci, leading Italian coffee brand, announced its foray into India with its first coffee outlet in the city becoming operational.

Caffe Pascucci has appointed Madhura Beverages India as its master franchisee for India, Mario Pascucci, MD Caffe Pascucci SPA, told media here today.

Madhura Beverages would invest around Rs 60 crore in the next three years to set up 60 outlets across India, of which 10 would be in Bangalore, five each in Chennai and Hyderabad and rest across metros and major cities in the country.

Madhura would have both directly owned and franchisee outlets.

Madhura would import exclusive blends, comprising a range of coffee beans sourced from many countries and roasted in a Pascucci roasting plant, said Dr V S Sudhakar. The company was also looking at setting up a roasting plant in the country subsequently. He, however refused to elaborate any time frame for the same.

The company hopes to break even in four years and is targetting a market share of 25 per cent.

Pascucci coffee is used in 10,00 outlets in hotels, restaurants and cafe bar segment in Italy alone. In 2000, Pascucci set up its own coffee retail shop. It currently has around 100 outlets in over 20 countries. Eighty per cent of its revenues comes from the outlets, it said.

The company would now focus on coffee outlets in India and later explore institutional sales.