CaratLane and Third Wave Coffee have joined hands for a limited-edition beverage range inspired by Ube and CaratLane’s signature purple.
The collaboration brings together Third Wave Coffee’s beverage expertise and CaratLane’s design-led identity. Together, the brands use colour, flavour and design to create a new experience for customers across India.
The partnership also connects the worlds of specialty coffee and fine jewellery. Moreover, it uses Ube’s rich purple colour to complement CaratLane’s iconic brand shade.
Three Limited-Edition Ube Beverages
The new range includes three handcrafted drinks:
- Ube Diamond Velvet
- Ube Matcha Shine
- Jasmine Ube Bling
Each drink combines Third Wave Coffee’s approach to beverage craft with CaratLane’s jewellery-inspired design.
Furthermore, the drinks feature handcrafted diamond-inspired latte art. This detail adds a playful touch to the drinks while strengthening the link between coffee and jewellery.
CaratLane Celebrates Its 18th Anniversary
The collaboration also marks CaratLane’s 18th anniversary.
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.”
Meanwhile, Third Wave Coffee sees the partnership as an opportunity to bring a global beverage trend to Indian consumers.
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.”
Collaboration Extends Across Customer Touchpoints
The partnership goes beyond the drinks. At participating Third Wave Coffee outlets, customers will see co-branded entrance displays, POS signage and digital menu takeovers.
In addition, every order will include an exclusive co-branded postcard. Delivery and takeaway orders will come in custom co-branded cups with collectible cards.
Meanwhile, customers visiting CaratLane stores during the campaign can access special co-promotional offers. These include exclusive beverage discounts at nearby Third Wave Coffee outlets.
Ube Campaign Runs for 45 Days
The campaign also brings both brands together across digital platforms. Creative content combines Ube beverage styling with CaratLane’s everyday fine jewellery collections.
The brands will share co-created content across social media, websites, mobile apps and email campaigns throughout the 45-day activation.
The limited-edition Ube beverage range is available from October 4 to November 15, 2026. Customers can find the drinks at participating Third Wave Coffee outlets across India.
The beverages are also available for online delivery through Swiggy and Zomato.
