Ajinomoto India will begin selling Blendy 3 in 1 powdered drinks (coffee and masala chai) in Tamil Nadu, India in mid-August.
This will be the first rollout of the brand outside Japan since Ajinomoto Co. acquired the trademark rights for Blendy 2 on November 1, 2016.
The powdered drinks contain powdered coffee or tea, powdered milk and sugar, and are prepared by adding hot water.
There are 78 million people in Tamil Nadu.
Its gross domestic product is at a high level, growing by 12% in 2016 compared with the previous year, stated Trading Economics in 2016.
Although coffee and tea are drunk on a daily basis in the state, the usual practice in households is to use instant coffee or to brew tea from tea leaves, adding hot milk and sugar in both cases.
Consequently, there is consumer demand for a simpler and easier way to enjoy delicious coffee or tea, but the market for 3 in 1-type powdered drinks is not yet significant.
Ajinomoto India aims to sell the products in small neighborhood retail outlets called kirana shops and in supermarkets.
It is also considering a future rollout into other states in the country.
Ajinomoto Co. has positioned the powdered drinks business as a future growth driver of its International Food Products business, and this rollout will expand the business to its eighth country, following Thailand, Vietnam and others.
Ajinomoto Co. will accelerate the growth of its powdered drinks business with the rollout outside Japan of the Blendy brand, which is popular in the Japanese coffee market, together with the technological and marketing capabilities that are the strengths of the Ajinomoto Group.