How Coffee Has Become An Unstoppable Force

India has largely been a tea-drinking nation since time immemorial. However, Coffee consumption in India is growing by about 5 percent per annum since the turn of the century. It is estimated that India now consumes 120,000 tons of coffee per year. What is driving this insatiable thirst, and how has the beverage come to conquer India?

- Aritra Ghosh

Although India is one of the biggest producers of tea, coffee is taking over, with numerous brands penetrating the market, and expanding their footprint across the country. Veterans along with new-age coffee brands, with their USPs, allow customers to pick and choose.

The Onset of Coffee Culture

According to Navin Gurnaney, India CEO, Tim Hortons, the coffee culture has always existed in the country, "There has been approximately 8 to 10 percent compounded growth in consumption for over a decade, the growth can be credited to the millennial population wanting to have global experience,” Gurnaney stated. Barista has been in business for over 22 years with over 350 stores. Rajat Agrawal, CEO, Barista believes an important flux happened over the last 3-4 years aiding the increase in coffee consumption. “The market is on a high, the coffee phenomenon is no longer restricted to metros, which is why there is a driver of growth that is happening, allowing us to open more than 100 stores,” commented Agrawal.

The Raging Café Culture