Barista Lavazza, the pioneer of cafe' culture in India, on Wednesday announced its strategic alliance with Penguin Books India, India's largest English language publisher.
This strategic association between India's leading cafe' and book publisher will prove valuable in bringing coffee and book lovers together.
The alliance entails Penguin India releasing its books at selected Barista Lavazza cafes across the country.
As a part of this arrangement, the first book to be released at Barista Lavazza would be renowned writer Shobha De's much anticipated book 'Sethji'.
This would be followed by launches of books by other eminent writers.
Fans and followers can also attend the launches and interact with their favourite authors during the 'Author Meet n Greet Sessions'.
Going forward, Penguin books will also be placed in Barista Lavazza cafes across the country to give patrons an opportunity to enjoy reading their favourite books while enjoying their delicious, Italian cup of coffee.
In another marketing initiative, Barista Lavazza is also launching a new flavor of coffee, titled the 'Sethji Coffee'.
Taking inspiration from the traits of the lead character of the book, this exclusive coffee would be available across leading Barista Lavazza cafe's for a period of two months.
As a part of the venture, Barista Lavazza also plans to start a 'Book Club' at its cafes, wherein customers can enjoy book reading sessions while sipping their favourite Italian coffee.
Another initiative under this endeavor will be 'Emerging Writer's Awards' wherein Barista Lavazza will invite entries from people with literary interests, Penguin (along with its writer's panel) will judge the entries and the winner will be awarded by both the partners.
Speaking on the occasion, R. Shivashankar, South Asia Director, Barista Lavazza, said, "We are glad that this alliance will be able to create and provide a platform to both our existing and potential customers, by giving them the opportunity to enjoy through two binding forces - literature and coffee."
Hemali Sodhi, Vice President, Penguin Books India, said: "Coffee and books always go well together, and we´re looking forward to bringing some great books and some wonderful authors to Barista as part of this initiative.
"And what better way to launch this partnership than with Shobhaa De´s brand new book Sethji--one of the most talked about books of the year - and a scintillating read."