MUMBAI, June 5 -- Coffee maker CCL Products (India) Ltd has rolled out UK-origin brand Percol in India, aiming to tap into the country's emerging demand for premium, sustainably sourced coffee.

The move follows CCL's acquisition of Percol from Sweden's Lofbergs Coffee Group in 2023 and marks a strategic shift toward building a high-margin branded portfolio alongside its B2B export business.

Unlike CCL's mass-market Continental brand, Percol is positioned at the upper end of the instant coffee segment, priced at Rs.800-850 for a 100-gram jar, comparable to Nestle's Nescafe Gold. The brand is aimed at consumers who prefer drinking their coffee black and are seeking more complex flavour profiles.

The Indian line-up includes three medium-r...