Coimbatore’s Annapoorna Hotel launches filter coffee lip balm

Can a filter kappi articulator balm truly transport you backmost to that unforgettable sip of filter java of Hotel Annapoorna? Intrigued, I tried it and my doubts disappeared with the precise archetypal swipe. The buttery articulator balm leaves a subtle brownish tint and carries an unmistakable comforting aroma of Annapoorna filter coffee. “We person bottled a memory,” says Jegan Damodarasamy, CEO of Annapoorna Hotels.

Coimbatore-based Annapoorna Hotels has partnered with Vilvah, a sustainable skincare brand, to motorboat 2 limited-edition articulator balms — Coffee Brown and Rosemilk Pink. Jegan calls the collaboration rooted profoundly successful nostalgia, sustainability, and the shared ethos of 2 homegrown brands.

The thought came from Annapoorna’s signature 100 per cent Arabica filter coffee. The edifice brews astir 250 kilograms of java a day, and though the grounds are discarded, Jegan realised they inactive incorporate antioxidants and compounds beneficial for skincare. “Can we repurpose this into thing useful?”, helium thought, and this yet led to the motorboat of the articulator balms. “Vilvah is a bootstrapped marque that aligned with our values,” helium reasons.

Kruthika Kumaran, CEO and laminitis of Vilvah, says this concern has an affectional resonance successful the Kongu region. “My archetypal instinct was to make a merchandise that has a sensory element, a transportation to sensation and nostalgia, and appeals to a wide audience. A articulator balm felt ideal, carrying a fragrance that evokes memory.”

However, processing the merchandise came with challenges, particularly getting the flavour right. “I was peculiar astir the nonstop aroma and flavour of Annapoorna’s Arabica filter coffee (not generic java oregon cappuccino notes) preserving the unsocial roasting and blend notes. It has to beryllium replicated without utilizing immoderate synthetic oregon artificial flavours,” recalls Jegan adding that they finalised the unmistakable flavour aft aggregate rounds of trials by some teams.

While the beverage uses conscionable a fewer elements (milk, coffee, sugar), the articulator balm look had 26 earthy ingredients, each with its ain note. Masking each enactment and inactive bringing retired Annapoorna’s signature java fragrance required aggravated trials and galore R&D iterations.

Midway, the thought of adding rosemilk articulator balm emerged, different iconic Annapoorna portion with a immense nostalgic following. Says Kruthika, “Formulation has been challenging. Because roseate beverage is fashionable among children, information was the archetypal priority. We utilized earthy butters, works oils, caller Annapoorna java extract (for Coffee Brown) and existent paneer roseate petals for the Rosemilk Pink variant. The biggest hurdle was recreating gloss and glide without utilizing silicones, mineral oils, petroleum derivatives. Creating the close aroma was adjacent harder.”

As a quality brand, Kruthika powerfully believes successful hyperlocalisation. “Beauty needs alteration crossed regions, cultures, and tegument tones. Most Indian quality products are created for fair-toned consumers. For this project, I chose tints that lucifer the pigmented articulator tones of South Indian skin.”

To Jegan, this is much than a product, a connection that homegrown brands tin make trendsetting ideas that enrich customers in a meaningful, affectional way. “It proves section brands tin travel unneurotic with spot and dignity, without ‘giving away’ their brand. It has opened customers of some brands to each different organically,” helium says, adding, “Nostalgia played a immense part, particularly for radical who miss Annapoorna coffee erstwhile distant from Coimbatore. When radical deliberation of filter java oregon rosemilk, I privation Annapoorna to beryllium the archetypal sanction that comes to mind. If this articulator balm helped that hap adjacent a little, we have  done our job.”

The special-edition articulator balms are priced astatine ₹395 each oregon ₹699 for the duo. They are present disposable crossed each Annapoorna Hotel outlets, Vilvah stores, and online