Such is the brand’s reach in its segment that hardly any other name ever crosses one’s mind when it comes to an instant cup of coffee. Sold across 180 countries, Nescafé is the world’s first instant coffee and the fifth most valuable food and drink brand. Over the past 75 years, Nescafé has grown on the commitment to maximise the enjoyment and ease of preparing a cup of coffee.

BLAZE TO BRILLIANCE
Thriving on the mantra, ‘Good Food, Good Life’, Nestlé is the world’s leading nutrition, health and wellness company. Originally founded in 1866 by Henri Nestlé, its relationship with India dates back to 1912, when it began trading as the Nestlé Anglo-Swiss condensed milk company (export) limited in the Indian market. Headquartered at Vevey, Switzerland, Nestlé employs around 280,000 people and has operations in almost every part of the world. Nescafé derives its name from the words ‘Nestle’ and ‘café’. Originated in the 1930s, Nescafé was developed by using surplus Brazilian beans. It is now one of the most loved coffee brands and has made its presence felt over six generations.
FAITH FACTOR
Backed by a pipeline full of breakthrough innovation and a strong commitment towards enhancing the coffee experience of its consumers, Nescafé has become one of the most popular global brands. It has retained itself in the market by connecting with new customers and by earning their trust.
ENGAGEMENT THAT ENTHRALS
For over nine decades now, Nestlé has been a partner in India’s growth, building a very special relationship of trust and commitment with the people of India. Nestlé’s activities in India have facilitated direct and indirect employment providing livelihood to about one million people including farmers, suppliers of packaging materials, services and other goods. Early in 2014, Nestlé India revamped its largest-selling coffee brand, Nescafé, by introducing a new packaging and a fresh ad theme—’It all starts with a Nescafé’. The campaign was launched on a global scale, using a unified visual identity and slogan.
The makeover is in line with the firm’s efforts to globally rejuvenate the brand by making it more contemporary and is said to be aimed at strengthening Nescafé’s market leadership in the instant coffee category in India.
INNOVEDGE
Nescafé launched its new coffee machine system called ‘Dolce Gusto’ (‘sweet taste’ in Italian) in 2006. The newly introduced coffee machine allows the consumers to easily prepare a wide range of coffee variants such as cappuccino, latte macchiato, espresso, lungo etc without any professional intervention. Nescafé’s ‘coffee shop-at-home’ machine allows people to simultaneously switch from cold to hot drinks. These machines are now sold in more than 60 countries across the world. Unlike other Nescafé products, most Dolce Gusto beverages use roasted and ground coffee instead of instant coffee.
BRAND EQUITY
The company continuously focusses on better understanding the changing lifestyles of India, anticipating needs of the consumer in order to provide taste, nutrition, health and wellness through its product offerings. The culture of innovation within the company has helped Nescafé to create value that can be sustained over a long term by offering consumers a wide variety of high quality, safe food products at affordable prices.