"Ensuring A Seamless Coffee Experience Outside The Cafe Is The Next Big Thing To Watch Out For"

In an exclusive conversation with BW Businessworld's Resham Suhail, Third Wave Coffee CEO RAJAT LUTHRA and its Co-founder AYUSH BATHWAL delve on how they are navigating the competitive landscape, going beyond retail and tapping changing consumer preferences

- Resham Suhail

What key factors are driving India’s growing coffee culture, especially among young consumers?

Rajat Luthra: India is steadily embracing the coffee café culture, with increasing global exposure driving a greater appreciation for specialty coffee and the café experience. Coffee has evolved into a lifestyle choice, with rising interest in the origins, brewing methods, and unique flavours, fuelling demand for specialty brews. The Covid-19 pandemic, while challenging for the hospitality sector, benefited specialty coffee brands. Cafés became second spaces for those working flexibly and families seeking safe, relaxed environments. This trend has continued post-pandemic, with cafés now serving as social hubs frequented by diverse groups for casual meetups, business discussions, or personal time with a book or laptop.

How do you stand out in India’s competitive coffee market?

Ayush Bathwal: Our strategy for staying ahead of the game is an optimal blend of technology & customisation. We leverage technology to get to know our consumers better.

Options such as ordering from the app or availing subscription packages for favourite orders, help us gain insights into consumer behaviours and continually feed this back into providing a more seamless coffee experience to them every day.