Third Wave Coffee and CaratLane Launch Ube Beverage Range

Third Wave Coffee has partnered with omni-channel jewellery brand CaratLane to launch a limited-edition range of Ube-based beverages across participating outlets in India. The collaboration brings together Third Wave Coffee’s beverage portfolio with CaratLane’s purple-led brand identity through a 45-day campaign.

The range includes three beverages — Ube Diamond Velvet, Ube Matcha Shine and Jasmine Ube Bling. The drinks use Ube as the central flavour and are presented with handcrafted diamond-inspired latte art.

The collaboration extends beyond the beverage menu, with Third Wave Coffee outlets featuring co-branded entrance displays, point-of-sale signage and digital menu takeovers. Customers will also receive a co-branded postcard with every order. Delivery and takeaway orders will use co-branded cups and include collectible cards.

Shaifali Gautam, Chief Marketing Officer at CaratLane, said, "Purple is at the heart of CaratLane's identity, representing creativity, elegance, and celebration. As we mark our 18th anniversary, the synergy with Third Wave Coffee's Ube innovation was instant; the drink naturally reflects our brand colour. Complete with custom diamond coffee art, we wanted to create an experience that feels as thoughtful as choosing fine jewellery, giving our guests a fresh, indulgent way to celebrate this milestone with us."

Rajat Luthra, CEO, Third Wave Coffee, said, “At Third Wave Coffee, we are constantly looking at how global beverage trends can be translated into experiences that feel fresh, relevant and exciting for Indian consumers. Ube has emerged as one of the most distinctive flavour trends globally, and this collaboration gives us an opportunity to take that trend a step further by combining our beverage craft with CaratLane’s strong visual identity. The result is a limited-edition range that is as much about discovery and experience as it is about the beverage itself.”

The partnership also links Third Wave Coffee’s café network with CaratLane’s retail stores. Customers visiting participating CaratLane stores during the campaign can access co-promotional offers, including beverage discounts at neighbouring Third Wave Coffee outlets.

The campaign’s visual content combines the Ube beverages with CaratLane’s jewellery collections and will be distributed across social media, brand websites, mobile applications and joint email communications.

The limited-edition beverages are available from October 4 through November 15, 2026, at participating Third Wave Coffee outlets nationwide. The drinks are also available for online delivery through Swiggy and Zomato.