By Sourish Bhattacharyya
NESPRESSO users
who keep complaining about how difficult it is to get replacement 'pods' (the single-serve
capsules that have to be inserted into the machine for a perfect cup of coffee)
can now take it easy.
Bonhomia opened its account with two coffee blends in Delhi-NCR in March. It's now headed to Mumbai, Bangalore, Hyderabad and Pune, and is all set to roll out its tea pods. |
Bonhomia, a
brand of Nespresso-compatible coffee pods, is going places after its March
launch in Delhi-NCR, where it is available in Godrej Nature's Basket and Modern
Bazaar outlets as well as specialty shops such as Defence Store and The Taste
at the Defence Colony Main Market. From next month, the pods, which are produced
locally at Okhla, packed in aluminum-lined paper pouches to protect them from
extreme heat and humidity, and sold in smartly designed boxes, will be
available in stores in Mumbai, Bangalore, Hyderabad and Pune. A box of 10 pods
is priced at Rs 350, which makes Bonhomia more expensive than its competition Lavazza and Cafe Coffee Day.
The bigger news is that Bonhomia, by
the next month, will also retail English
Breakfast and green teas (Darjeeling and Earl Grey are next in the line), making it possible for you to have
your morning cuppa ready in 12 seconds without worrying about the leaves being
overcooked or the serving temperature not being right. The tea pods have whole
leaves, not dust (as in tea bags), and therefore pack in real flavours. This
new feature will gladden the hearts not only of early morning risers who hate
having to make their own tea, but also of hotels, which now have started
putting Nespresso coffee-makers in rooms.
With Nespresso, which controls 85 per
cent of Europe's coffee machine market, introducing a low-cost model, priced at
£89 in the UK, Bonhomia's promoters are confident that their market can only
head in one direction -- north. Nespresso, according to Business Today, has made Nestle Europe's top coffee-seller and its annual
revenues exceed $3 billion, powered mainly by 10 million daily refills.
Who, then, are the promoters of this
new brand that promises to change the way we approach our early-morning brews? Bonhomia
is the brainchild of Kunal Bhagat,
an MBA from Insead who has worked with EME/Dar Capital, Bank of America and
Barclays Capital in the UK; Tuhin Jain,
a Hindu College-XLRI alumnus and Pepsico whiz kid; and Elena Petrova, a marketing specialist from Ireland of Moldovan
origin, who's the brand's global marketing head.
Petrova is behind the tantalising
names of the Bonhomia lines. Free Love is what she has named the Intensity 4 arabica-dominant
coffee and the Intensity 7 line (a mix of arabica and robusta) is called Dark
Deeds. The higher the intensity, the greater the body, and the more lingering is
the bitter after-taste. Likewise, she has christened the English Breakfast tea (a
blend of Assams), Black Pot, and the green tea, Green Peace.
The coffees left an everlasting
impression on my palate. I took to Bonhomia instantly after seeing the perfect crema, which is so hard to find in most
espressos (even, sadly, in five-star hotels), and the distinctive flavour profile
of each coffee. The coffee beans are sourced from Karnataka's higher-elevation plantations,
but as Jain points out, the contents of each pod are like a blended whisky -- a
mix of coffees from different elevations and different locations delivering the
intended taste profile.
Bhagat says Bonhomia brings the best
of two worlds to the table. "Everyone associates India with tea, but we are
also the world's fourth largest coffee producer -- and our robusta is
considered the best around the globe," says the former investment banker
and venture funding professional.
His hope is sustained by the 40 per
cent growth being clocked year on year by the coffee market in north and west
India, and the fact that "innvoation will drive change," even if it
means that he has to drink at least 15 cups of espresso a day. The tea pods,
according to him, are going to be the "game-changers" by making it
possible for one machine to produce two beverages. Will the market wake up to Bonhomia's
promise of delivering convenience and quality to Nespresso owners? That, as
they say, only time will tell.
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