Amit Sharma, country manager, Crem International India elaborates on future growth plans

Crem International develops, produces, and sells high quality beverage solutions to customers all over the world. Our main focus is on coffee machines, and with our two brands – Coffee Queen and Expobar, we provide a very wide range of coffee and coffee-related products. Under the brand Coffee Queen we offer fully automatic espresso and filter coffee solutions, filter coffee brewers, and instant coffee machines. With Expobar, we provide the traditional semi-automatic espresso machines. The Indian market is of growing importance for our activities in Asia but is still only a rather small piece of Crem International’s total operations around the globe. In India, we work through our local distributors, an approach which is in tandem with our global strategy. In 2011, we decided to increase our presence with a Crem International employee located in Delhi. In terms of sale of coffee machines in India, we still have some way to go, but we foresee substantial growth here and the future potential will not be underestimated. The response to our products is all positive, both from dealers and end-users.

What are the business expansion plans of the company in the coming months?

Amit Sharma

We intend to maintain our focus on increasing our sales network throughout the country by leveraging our relationships with existing business partners as well as developing new partnerships, wherever required.

What are the new products that the company is looking at offering in the market soon?

We plan to introduce some of our new product range from international markets into the Indian market during AAHAR 2015.

How has the market demand been for the present products that the company is already offering to the market? Is there any specific product of the company that is in demand in the market?

Compared with our other product offerings, semi-automatic coffee machines (espresso) have received the best response from the India market. We intend to maintain our strong hold in this segment.

In terms of clients, how is the company looking at increasing the supply of their products to the hospitality clients? Could you also elaborate on the current client base of the company from the hospitality industry?

We don’t disclose client names but are proud to have some of the leading hospitality names as our clients. We are reaching out to the hospitality segment both via the direct as well as the distributor support model.

How is the company looking at promoting its products for the hospitality industry?

We offer special volume and value discounts to our hospitality clients and also provide them excellent after-sales service. We have a very satisfied clientele and we look forward to growing the same over the coming years.

What is the business revenue generation from institutional versus retail sales?

We have a balanced split of institutional and retail sales, however there has been a skew towards retail sales in the recent few months.

What are the business revenue growth plans of the company and targets set to be achieved?

We plan to continue expanding our pan India dealership network while at the same time reaching out to the client directly. We have some of the leading distributors as our business partners in India and we plan to continue to work with them to grow our market reach.