KOCHI: Tata Coffee Limited (TCL) has launched a new coffee outlet named Tata Mr. Bean Coffee Junction in Kochi.

The outlet is located at the DC Books Centre here. The company aims at promoting the `store in store' concept, according to Hamid Ashraff, managing director of Tata Coffee Limited.

Coffee Junction is expected to revolutionise coffee retailing in the country while providing consumers quality coffee customised to their favourite blend and preference, he told a press conference here on Thursday.

A significant feature of the outlet is the maintenance of a customers' databank where profiling of the their personal taste is captured.

The outlet offers consumers the convenience of buying branded quality coffee. It gives an opportunity to taste the blend, all under one roof. The new concept is evolved from the fact that the urban consumer seeks an experience by placing a premium on brand, quality and more importantly on personal choice and preference, according to him.

About 30 outlets of this kind will be opened across South India. This will enable the brand to reach out to the entire spectrum of the coffee market, right from packaged coffee, roast and ground coffee to liquid coffee, he said.

Tata Coffee Limited is Asia's largest integrated coffee company with a turnover of Rs.204 crores. The company owns over 20,000 acres across 26 estates in Coorg, Hassan and Chickmagalur districts in Karnataka and produces 10,000 tonnes of coffee annually of its own. Tata Coffee has acquired over 12,000 acres of tea and coffee estates in the Anamalai region from Tata Tea. This includes four tea estates and one coffee estate in Tamil Nadu and one tea estate in Kerala.

The company is the largest grower-exporter of green coffee from India. It is the second largest exporter of instant coffee in the country and exports it to countries in Europe, Asia and North America.

Tata Coffee recently announced its foray into the hospitality sector with the launch of Plantation Trails, a cluster of holiday homes on its plantations in Coorg, Karnataka.

Christine F. Jamal and T. Damu also represented the Group at the press meet.

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