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Barista becomes first coffee retailer to launch loyalty scheme in India
15 Feb 2011

Barista Lavazza is set to become the first coffee retailer to launch a loyalty scheme in India, it has been revealed.

The company has confirmed that its new Bean-o-holic programme will become operational next week (21st – 28th February) in a bid to attract more customers, reports Indian news agency PTI.

"We are launching the Bean-o-holic initiative by mid next week. The cards, like any other loyalty card programme, are aimed at customer acquisition and retaining them," Sanjay Coutinho, chief executive of Barista, told the Indian news agency.

Barista Lavazza, a part of Italian coffee chain Lavazza, will initially only launch the scheme in Delhi and the area around the city before rolling out the programme across the country by April.

It currently operates around 200 outlets in India and is developing the new service in a bid to gain more of a market share which is currently seeing increased competition from international firms such as Starbucks and Costa Coffee.