Patience helps Nagarathar kin to enter TN coffee market
With coffee running in the blood lines of the family the Mother Mirra Group has owned coffee plantations for four generations.
Coimbatore: His family is introduced as the ‘first Asians’ to own a plantation in Asia. Ironically, it took several years and four generations of entrepreneurs of the ‘Mother Mirra Group of Companies’ to foray into retail coffee market.
Speaking to DC, Mr. Sundar Subramaniam executive director of group said, “way back in the 1930s, my great grandfather Mr. PPR. Subramanian Chettiar owned and managed estates in Malaysia at a time when only British and Scots owned coffee plantations. Since then on, my family is in the business of supplying coffee powder and roasted beans from our estates in Coorg to different parts of India. Entering into the domestic filter coffee market is a dream come true for my father Mr. S. Subramanian, who is a third generation entrepreneur of our family.”
With Mirras Coffee the company has entered the domestic filter coffee market. Two options of coffee powder were launched in Coimbatore recently. Mirras Premium blend is a combination of 85 per cent coffee and 15 per cent chicory while the Mirras Gold variant is a combination of 53 per cent coffee and 47 per cent chicory.
Available in 200 grams sachets, for a cost that is affordable, the traditional filter coffee tastes just like home-made coffee, sticking to the tag line of the product ‘idhu namma veetu kaapi’.
The product is available across big and small stores and supermarkets across the city. The firm has a strong dealership network in Tamil Nadu and Puducherry. “We have partnered with 350 dealers across both the regions. In a year's time we are hopeful of capturing 3.50 per cent to 4 per cent of the filter coffee market,” Mr. Sundar Subramaniam said.
The company already has a strong market hold in the wholesale filter coffee market segment with regular consignments of their coffee powder delivered across India. Karnataka and Tamil Nadu is where the company does thriving business. The coffee is customized for their wholesale clients.
With coffee running in the blood lines of the family the Mother Mirra Group has owned coffee plantations for four generations.
It is home where three generations of employees have worked and it has to its credit more than seven decades of experience of growing and producing coffee powder. At the product launch in the textile city, one-year-old master Shiv Ram Alagappan, the founders’ grandson, gracefully received the first packet of coffee.