The agreement with Star Herb Pharma covers PRIKKA, Fiberr, Star Cafe’ and Starella, expanding Elitecon’s presence in packaged beverages and wellness products
Elitecon International is entering the packaged coffee, tea and wellness segments by securing exclusive India distribution rights for four Thai brands which are PRIKKA, Fiberr, Star Cafe’ and Starella, through an agreement with Thailand-based Star Herb Pharma Company Effective 10 November 2026, the agreement gives Elitecon exclusive rights to import, market and distribute the four brands across all states and Union Territories in India.
The distribution arrangement covers general trade, modern trade, ecommerce, quick commerce, hotels, restaurants and cafes (HoReCa), institutional sales, duty-free outlets and government channels. The exclusivity also extends to new products, variants, flavours and pack sizes introduced under the four brands during the agreement period.
The portfolio comprises seven product lines across beverages and wellness categories. These include PRIKKA Original Spicy Coffee and Spicy Caramel Latte, Fiberr Apple Cider Vinegar Powder Mix, Star Cafe’ Thai Tea, Taiwanese Milk Tea and Matcha Latte, and Starella Active Collagen.
The partnership adds ready-to-mix coffee and tea, functional beverages and beauty supplements to Elitecon’s FMCG portfolio, broadening its presence across packaged beverages and wellness products. The company plans to use its existing import, marketing and distribution network to bring the products to the Indian market. It will also expand its domestic distribution footprint by appointing sub-distributors, super-stockists and stockists across the country.
Elitecon International Managing Director Pradeep Kumar said the agreement would allow the company to expand its FMCG portfolio into packaged coffee, tea and wellness products.
