2. Coffee Industry in India
2.25 mn coffee cups are consumed every day with a
population of 7 bn
Coffee is among the most popular beverages and
consumptions have duobled
Specialist coffee chains have established themselves as
hangouts for urban youth and are projected to reach
4000 in number by 2015, a growth of 21%
It is growing industry with around $20 bn in exports only
The Indian market coffee is around Rs5000 cr and is
expected to grow till Rs.5600 cr till 2017
It is the second largest producer of coffee after Brazil with
Kerala , Karnataka and Tamil Nadu with their highest
share
3. Competitors
The main competitors are CCD, Barista, Costa
Coffee
CCD is the highest market share owner with around
1350 stores, Barista with some 300 outlets, Costa
coffee with 50 outlets.
There are some more local and small coffee shops
also present occupying some share of the coffee
market
The idea of Kiosk for coffee shop is not much used
in India as compared to other countries
Setting up a chain of coffee kiosks at the most
visited and crowded places can be a edge for
Starbucks to compete its competitors.
4. Strategic Plan
Coffee shops are more prevalent in India and only some
provide kiosks at some places
Kiosks can be useful for
Coffee pick ups for office people
Hangout place for college students
Cup of coffee for people for taking a break form shopping
Pune is a place with large number of potential coffee
consumers
Suffices the broad target segment of people belonging to the
age group of 16-38 years for coffee consumption
Is a hub for large number of industry like IT, Technology, BPO
etc
It has a huge base of students with large number of colleges
and various other institutions
Foreign visitors from many places across the globe, who would
also prefer to have a such a brand in the city
5. Target Locations in Pune
Could be done as owner’s kiosk or giving out
franchise models
The kiosks can be established at prime locations
such as
Malls such as Phoenix , Inorbit where most youth shop
and hangout
Hinjewadi and Magarapatta areas where most of the IT
and tech companies have their offices
Areas around colleges like FC road, Pune University to
capture the students
Customize the menu to fit Indian taste and spending.
Looking for more promotional schemes to attract more
people
6. Conclusion
With a increasing number of coffee consumers in India with in
the age range of 16-38 years with a potential to pay for, a
excellent strategy for reaching out these consumers with correct
location and reasonable menu suiting to the taste of India will
definitely bring out a good business for the coffee shop owners.
