Percol Coffee
Percol Coffee is a British premium coffee brand (founded 1987) acquired in 2023 by CCL Products (India) Ltd. It sells premium freeze-dried instant coffee variants to lifestyle-oriented consumers in India and the UK via e-commerce.
- Company typePrivate
- Founded1987
- HeadquartersWest Drayton, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Percol Coffee does
Percol Coffee is a British coffee brand founded in 1987 and headquartered in West Drayton, United Kingdom. Following its 2023 acquisition by CCL Products (India) Ltd, Percol now operates as a sub-brand within CCL's portfolio, contributing to the parent's strategic pivot from B2B coffee manufacturing into branded B2C products.
The brand's core offering consists of three premium freeze-dried instant coffee variants built on CCL's freeze-dried instant coffee production technology. Percol was launched in India in 2023-2024 with a positioning aimed at non-South Indian consumers who view coffee as a lifestyle product rather than a commodity, addressing a market segment growing at 4.5x through e-commerce channels.
Percol's business model is direct-to-consumer, with distribution executed through Indian e-commerce platforms. The brand serves individual premium coffee consumers and operates with a headcount of 11-50 employees. The acquisition was structured as a partnership-level integration: CCL's manufacturing scale and distribution reach provide the operational backbone, while Percol contributes established brand equity and a premium positioning. CCL has guided to INR 550-600 crores in domestic branded business revenue by fiscal 2027, of which Percol is one component.
Percol Coffee firmographics
Firmographics- Name
- Percol Coffee
- Legal name
- Percol Coffee
- Website
- https://percol.co.uk
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Percol Coffee is a British premium coffee brand (founded 1987) acquired in 2023 by CCL Products (India) Ltd. It sells premium freeze-dried instant coffee variants to lifestyle-oriented consumers in India and the UK via e-commerce.
- Ownership category
- akta.pro rank
Percol Coffee industry classification
Industry- Product category
- Instant Coffee
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)
- akta.pro secondary industry
- Coffee & Tea Concentrates, Syrups & Extracts (CRADAHAI)
Keywords
Where Percol Coffee is headquartered
LocationHeadquarters
- HQ city
- West Drayton
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Percol Coffee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- B2C Branded Coffee Products: Sale of premium freeze-dried instant coffee variants directly to consumers in India through e-commerce and retail channels. The brand was acquired by CCL Products (India) Ltd in 2023 as part of the company's strategy to build a high-margin branded portfolio and transition from B2B to B2C.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Percol Coffee product offering
Product offeringCore offering
Percol Coffee is a British coffee brand that produces and sells premium freeze-dried instant coffee products. Following its 2023 acquisition by CCL Products (India) Ltd, the brand was relaunched in India with three premium freeze-dried instant coffee variants targeting the non-South Indian premium coffee market where coffee is positioned as a lifestyle product. Distribution is conducted through e-commerce channels.
Product overview
Percol Coffee is a premium British coffee brand that operates as an acquired sub-brand under CCL Products (India) Ltd. The brand portfolio consists of three premium freeze-dried instant coffee variants launched in the Indian market. Percol functions as part of CCL Products' strategic transition from B2B leadership to B2C consumer branding, targeting the premium non-South Indian coffee market where coffee is positioned as a lifestyle product.
Differentiator
Problem solved
Functional benefit
Products and services
- Percol Premium Freeze-Dried Instant Coffee Variants
Companies that use Percol Coffee
Customer profileSegments1 record
Ideal customer profiles1 record
Percol Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Percol Coffee partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights4 records
Percol Coffee competitors and assessment
Company assessmentBroad incumbents
- Davidoff Coffee: Davidoff Coffee (licensed by Tchibo) is a premium European coffee brand sold across instant and roast-and-ground formats. Comparable to Percol as a premium, lifestyle-positioned European coffee brand with global retail presence and premium pricing.
- Nescafé: Nescafé is Nestlé's global instant coffee brand and the largest instant coffee player in India across mass and premium tiers. It competes with Percol across essentially the same retail occasions but at vastly greater scale, distribution depth, and marketing spend.
- Lavazza: Lavazza is a global Italian premium coffee brand with a broad portfolio across roast-and-ground, capsules, and instant. It is comparable to Percol as a heritage, premium European coffee brand expanding into India and other emerging markets through branded retail.
Direct peers
- Rage Coffee: Rage Coffee is an Indian premium D2C coffee brand targeting young, lifestyle-oriented consumers through e-commerce. It overlaps directly with Percol's premium positioning and non-South Indian, online-first GTM motion.
- Kenco: Kenco is JDE Peet's UK instant and roast-and-ground coffee brand with established UK distribution and brand recognition. It is directly comparable to Percol as a UK-based mainstream coffee brand now part of a larger coffee conglomerate (analogous to Percol's CCL relationship).
- Blue Tokai Coffee Roasters: Blue Tokai is an Indian specialty coffee brand selling freshly roasted beans and instant coffee via D2C and café channels. It is directly comparable to Percol as a premium Indian coffee brand pursuing the lifestyle-coffee consumer, though anchored in fresh roast rather than freeze-dried instant.
- Continental Coffee: Continental Coffee is the sister branded business under CCL Products (India) Ltd, currently growing at 40–45% CAGR. It is the most direct internal comparable because both brands share CCL's manufacturing, distribution, and B2C transition strategy, with Continental Coffee anchored more in traditional blends and Percol in premium freeze-dried.
- Bru Coffee: Bru is Hindustan Unilever's flagship instant coffee brand and the dominant mass-market instant coffee in India. It competes with Percol in the same instant coffee category, but Percol is positioned at the premium/lifestyle end where Bru has minimal share.
- Douwe Egberts: Douwe Egberts is a European heritage coffee brand (JDE Peet's) covering instant, roast-and-ground, and pads. It is comparable to Percol as a traditional European coffee brand with established consumer recognition and parent-company distribution leverage in international markets.
Emerging players
- Sleepy Owl Coffee: Sleepy Owl is an Indian D2C cold-brew and instant coffee brand targeting urban premium consumers. It overlaps with Percol in the premium Indian instant/D2C coffee space but is younger and smaller, making it a useful emerging-player comparable.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
Percol Coffee social profiles
Digital presencePercol Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Percol Coffee leadership team
Management profileNumber of profiles
Percol Coffee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Percol Coffee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Percol Coffee
What does Percol Coffee do?
Percol Coffee is a British coffee brand that produces and sells premium freeze-dried instant coffee products. Following its 2023 acquisition by CCL Products (India) Ltd, the brand was relaunched in India with three premium freeze-dried instant coffee variants targeting the non-South Indian premium coffee market where coffee is positioned as a lifestyle product. Distribution is conducted through e-commerce channels.
Is Percol Coffee a public or private company?
Percol Coffee is a private company. It is classified as corporate owned and is currently operating.
When was Percol Coffee founded?
Percol Coffee was founded in 1987. It employs 11 to 50 people.
Where is Percol Coffee based?
Percol Coffee is headquartered in West Drayton, United Kingdom, in the Europe region.
How does Percol Coffee make money?
One revenue line is on record: B2C Branded Coffee Products.
Who are Percol Coffee's main competitors?
Broad incumbents on record are Davidoff Coffee, Nescafé and Lavazza. Direct peers are Rage Coffee, Kenco, Blue Tokai Coffee Roasters, Continental Coffee, Bru Coffee and Douwe Egberts. Sleepy Owl Coffee is listed as an emerging player.
Does Percol Coffee have an API?
No public API is recorded for Percol Coffee.
What industry is Percol Coffee in?
Percol Coffee's product category is Instant Coffee. Its primary akta.pro industry code is AFAFADAD, Instant Coffee & Coffee Extract Manufacturing, with a secondary code of CRADAHAI, Coffee & Tea Concentrates, Syrups & Extracts. Its NAICS code is 311920 and its SIC code is 2080.