'Indian coffee retail market is set to grow at 40 ... - Business Economics

Posted by admin on May 21, 2012 in Industry | 0 comments

Nilanjan Bhattacharya,
COO, India and SAARC of Barista Lavazza

Coffee consumption is increasing annually and is trending at 5% year-on-year. The growing acceptance of coffee coupled with ?third home? caf? culture among the middle-class audience in India is spearheading the out-of home consumption of this beverage in this traditionally tea-drinking country.

What are the prime reasons behind the increasing caf? culture in India?

The rise in caf? culture is attributed to lifestyle changes. Consumer acceptance and the urge to experiment with new products have driven growth in the consumption of coffee market and caf? culture in India. Today, the role of a caf? depends on the customer index. It can act as a hangout place, a meeting spot, a reunion joint. For some, it is their third place with which they begin and end their day.

How has the growth of caf? retail business in India been? How do you foresee its growth in the coming couple of years?

Coffee consumption is increasing annually and is trending at 5% year-on-year. The growing acceptance of coffee coupled with ?third home? caf? culture among the middle-class audience in India is spearheading the out-of home consumption of this beverage in this traditionally tea-drinking country. This consumer acceptance is actually driving growth in consumption as well as the caf? culture marking almost 1600 stores in the last 10-12 years.

Do you think that Indian caf? retail has global potential? What is the market potential in the country?

India is primarily a tea drinking nation where the coffee to tea ratio is about 1:7 and coffee consumption is still 80 grams per capita as against six kg per capita in Italy. In spite of this skewed ratio, coffee consumption is increasing annually and is trending at 5% year-on-year.

Definitely, Indian caf? retail has global potential. Indian coffee retail market is set to grow at 40% per annum. There has been a significant change in the attitude of consumers over the years and this is mainly leading to the growth of cafes in India.

Who are your frequent customers?

True connoisseurs of coffee; consumers who can distinguish between a coffee and an Italian coffee.

Do you offer any other services like book reading, music, etc. to make your caf? more attractive?

Barista Lavazza believes in giving a holistic ?experience? to its customer. We constantly keep on exploring customer engagement programme on regular intervals with activities like Friendship Jam, Scrabble, Guitars, etc. This engagement is further extended though a range of various in-store promotions with the objective of bringing something new and fresh to our guests experience.

Are you using recycled paper cups or earthen mugs to replace plastics containers? If yes, how do customers accept such environment friendly initiative?

Yes, we use recyclable paper for Barista Lavazza carry bags, napkins, paper cups, take way glasses, etc.

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