Nestle flirts with luxury via First Nespresso boutique in India; more to follow
Subscribe to enjoy similar stories. Nestlé, the world's largest coffee company, has launched a Nespresso boutique in Delhi's Nexus CityWalk mall, targeting India's affluent consumers. The boutique offers Nespresso coffee machines, priced from ₹16,500, and coffee pods.
“This is the start of us tapping into a thriving coffee culture here in India. Young consumers are exposed to coffee through different trends on social media, but also coffee shops that open up. This was not a reality 15-20 years ago.
Obviously they expect that from brands like ours too, and they also want to be able to replicate those at home," said Philipp Navratil, CEO of Nespresso, speaking to media in the capital on Thursday. Nespresso and Nestlé India have appointed Thakral Innovations Pvt Ltd as their official distribution partner in India that will cover the full range of Nespresso coffee products across all channels. Headquartered in Vevey, Switzerland, Nespresso operates in 93 markets via a global retail network of 791 boutiques as of 2023.
More stores will come up in Mumbai and other top metros, according to the company. Nespresso coffee is priced at a premium to regular instant coffee and lets consumers make cafe-style coffee at home. Consumers can use Nespresso pods—most of which use high-end Arabica coffee beans—to make their coffee.
Beyond the machine itself, Nespresso pods in India are priced at ₹95 per single-serve capsule, sold in packs of ten or more. This contrasts sharply with Nestlé's instant coffee sachets, which retail for as little as ₹5. Navratil who was appointed as CEO of Nespresso last year said the brand also has a strong business-to-business vertical that serves hotels, offices and corporate lounges etc.
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