Mumbai : In an endeavor to offer its members an enhanced lifestyle experience, Jet Airways’ JetPrivilege, India’s largest frequent flyer programme, has entered into a partnership with Barista Lavazza. With this, JetPrivilege members may now earn JPMiles at any of the Barista Lavazza Cafés across India on the entire network of Jet Airways.

Effective March 19, 2012, JetPrivilege members will be able to earn 5 JPMiles on every INR 100 spent (exclusive of taxes) at any of the Barista Lavazza Cafés across India.

Barista was established in February 2000 to recreate the ambience and experience of the typical Italian neighborhood Espresso Bars in India. Barista Lavazza aims to provide a comfortable place for people to relax and unwind over a cup of coffee. Barista Lavazza has also been voted ‘Superbrand’ for three years in succession. In 2007, Lavazza acquired Barista Coffee Company limited and following a brand integration process, all Barista Espresso and Barista Crème outlets across India were christened as Barista Lavazza and Barista Crème Lavazza respectively. LAVAZZA is synonymous with coffee internationally. It is the true hallmark of Italian coffee and has been responsible for spreading the aroma of espresso coffee around the world for over a century. The popularity of the unique taste of its products comes from the strength of the experience, the use of the finest raw materials and advanced technological resources.

According to Mr. R Shivashankar, Director, South Asia for Lavazza, “The Lavazza products have a strong international equity and presence in the espresso coffee capsule systems segment, directed towards the commercial and retail consumers through hugely globally successful products such as Lavazza BLUE and A Modo Mio.  At present, Barista Lavazza has over 160 cafes in India. Besides, it also has cafes in Sri Lanka, Bangladesh, Oman and the UAE”.

Commenting on the partnership, Mr. Sudheer Raghavan, Chief Commercial Officer, Jet Airways, said, “Guest delight is at the core of Jet Airways’ strategy to offer better value creation for its JetPrivilege members. Opportunities to engage with premium brands are of huge value to us; it means we can go above and beyond guest expectations providing them with a number of value-added services.  Given Jet Airways’ extensive route network and the high propensity of its guests to travel, it is a natural partner for a brand like Barista Lavazza. This is an effort to create an exceptional experience and will result in creating a strong relationship based on trust and reliability with JetPrivilege members.”

Commenting on the partnership, Mr. Nilanjan Bhattacharya, COO, India at Barista Lavazza said, “Barista Lavazza is a pioneer in providing experiential café experience to consumers in India. This association with Jet Airways is yet another step towards providing greater value add to not just our patrons, but will also help us reach out to the wide base of JetPrivilege members. Partnering with Jet Airways is part of the larger strategy that Barista Lavazza wishes to follow with an aim to ensuring customer delight.”