Coffee is one beverage, which has seen the transformation no other beverage has seen in recent times. From a status symbol or elites' drink - branded for centuries - it has undergone a metamorphosis into a mass drink, the drink of the youth of today. In fact coffee has created a genre as far as lifestyles are concerned.
Coffee drinking is different from tea drinking. Coffee is sold as a status symbol and an experience or even an event, whereas tea is mainly the drink served at home and almost serves as a necessity that doesn't need justification, but few latest ventures like, Chaayos, Wagh Bakri are trying to push tea to a different level by creating a niche for themselves and also positioning tea upmarket.
The Market
India is a country where traditional values still rule the roost but frequently come into conflict with modern ideals. So the thought of India becoming a leading nation of coffee drinkers in the near future, though surprising, is not an impossibility. Here it deserves a mention that though coffee drinking habits were very much prevalent in South India, it never became a pan Indian phenomenon.
Coffee has been grown and exported from Karnataka, Kerala and Tamil Nadu in the south for over 150 years. There are 170,000 coffee farms there. We all have tasted special South Indian coffee brew served in metal cups, and it is pretty good and often wonder why that type of coffee is not served in the chains. But then in India one would walk into a shop to experience a unique ambience and soak in or drink up a culture that doesn't exist outside of India's cities and towns.
This story is from the December-January 2023 edition of Bakery Review.
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This story is from the December-January 2023 edition of Bakery Review.
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