Percol Coffee

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.

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

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

• Instant coffee products
• Freeze-dried coffee
• Premium coffee brand
• Consumer coffee market
• Branded coffee sales

Headquarters

HQ city

West Drayton

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. 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

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad 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

• Xx.com/Percol_Coffee
• Facebookfacebook.com/PercolCoffee
• LinkedInlinkedin.com/company/percol

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Percol Coffee