It 's a challenge to the empire of tea that Lavazza launches in India with the laying of the cornerstone of a production of coffee in the southern state of Tamil Nadu. The factory will be the first outside of national borders and is intended to strengthen the internationalization of the Turin and its presence in the Indian market after the acquisition of 200 cafes (Bartender) four years ago.
-Lavazza Barista Coffee shops will now be doubled with a view to expand the domestic demand for "cups" in a country that has tea in a culture and a tradition thousands of years. The plant to be built in the industrial district of Sri City, city-model near Chennai (capital of Tamil Nadu), required an investment of seven million euro to become 20 to completion in the first half of 2012.
The project was unveiled to the press by Vice President Joseph and his cousin Marco Lavazza Lavazza (Development and Acquisition Manager), in the presence of the ambassador of Italy in India, Giacomo Sanfelice di Monteforte, and the Minister of Industry ' Andhra Pradesh, Ms Geeta Reddy, who welcomed the Italian initiative. In keeping with the Hindu tradition, the inauguration of the work has been blessed with an offer (puja) to the deities. "The dream is to become India's second largest market after our Italian one," he told ANSA Giuseppe Lavazza and announced the intention to 'bring 200 to 400 the number of Barista coffee shop, the network acquired in 2007 and is subject to a complex restructuring. "In this way - he said - we are sure to generate profits." The plant will come on a plot of 40,000 square meters (for now it will be used in 6000) and employ 150 workers with Italian and German machinery. The total number of Indian employees is approximately 1,600. The complex includes a production department, offices and a center for training. It will be executed according to a criterion modular, able to expand when the market requires it.
The ambition is to make India an export hub for possible also in the Asia-Pacific. "It will be a factory designed using the latest building standards and guaranteed by quality certification, with particular attention to innovation, environment and quality of life within the workplace, "said Marco Lavazza at a press conference in the city of Hyderabad." We will use 99.9% Indian coffee, quality and variety is second only to that of Brazil, "added the vice-president, adding that" our coffee will be made in India by origin, but Made in Italy for savoir faire, processing, blending and roasting ". In the first phase will be produced about 1,000 tons of coffee per year (increased by 40% in three years) in the form of grains, coffee pods.
The products are primarily intended for the coffee shop and coffee machines to the 5,000 installed by the company Fresh & Honest Café. The aim is then to bring the coffee in supermarkets and so win a wider range of consumers who now can not afford the more expensive imported product. Finally, of the development plans, there is also the restyling of the Barista Lavazza-through the introduction of the concept Lavazza Expressions with a pilot operation in New Delhi. "" We want to develop in India the culture of Italian coffee - said Joseph Lavazza, convinced that coffee "will become an important consumer product in India where it is already a fashion, as evidenced by the landing of the big American Starbucks who has recently formed an alliance with the Indian manufacturer Tata Coffee, a brand eponymous industrial group.
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