CaratLane, India’s leading omni-channel jewellery brand, and Third Wave Coffee, one of the country’s fastest-growing specialty coffee and QSR chains, have announced an exclusive, limited-edition beverage partnership anchored in a shared brand identity: CaratLane’s iconic purple, and the latest Ube coffee trend.
Bringing together Third Wave Coffee’s expertise in beverage innovation and CaratLane’s distinctive design-led identity, the collaboration brings the vibrant world of Ube to life through a shared expression of colour, craft and creativity. The naturally rich purple hue of Ube meets CaratLane’s iconic purple, creating a distinctive visual language that connects the worlds of specialty beverages and fine jewellery while reflecting the contemporary, experiential spirit of both brands.
The limited-edition range features three handcrafted beverages — Ube Diamond Velvet, Ube Matcha Shine and Jasmine Ube Bling — created to capture the character of both brands through flavour, presentation and design. Each beverage combines Third Wave Coffee’s craft-led approach to drinks with CaratLane’s signature jewellery-inspired aesthetic, finished with handcrafted diamond-inspired latte art that adds a playful touch of sparkle to the experience.
Speaking on the partnership, 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.”
Speaking on the collaboration, 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.”
Designed to offer a feast for the senses both in-café and at home, the collaboration seamlessly integrates shared storytelling across every customer touchpoint. Guests visiting Third Wave Coffee outlets will experience co-branded entrance display stands, POS signage, digital menu takeovers, and receive an exclusive co-branded postcard with every order. For delivery and takeaway orders, drinks will be served in custom co-branded cups alongside collectible cards. Additionally, visitors to CaratLane retail stores during the campaign period can unlock special co-promotional offers, including exclusive beverage discounts at neighbouring Third Wave Coffee locations.
The visual identity of the campaign showcases creative imagery blending ube beverage artistry with CaratLane’s everyday fine jewellery collections. Co-created content will be featured across social media platforms, brand websites, mobile apps, and joint email communications throughout the 45-day activation.
The limited-edition Ube beverage series is available from October 4 through November 15, 2026, at participating Third Wave Coffee outlets nationwide, as well as for online delivery via Swiggy and Zomato.
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