This presentation was presented by me and my two friends for the subject Industrial Policy Planning. It is about the indian coffee shop industry focusing on Cafe Coffee Day and the competition it faces

1. “Coffee day”
Journey of Indian
coffee Industry
AADITYA NAGPAL
BHAVUK SINGLA
AAKASH SALUJA

2. COFFEE-HISTORY
The Indian contest of coffee started with an Indian
Muslim saint, Baba Budan in 1670.
He smuggled seven coffee beans from Yemen to
mysore in India and planted them on the Chandragiri
hills in karnataka.
It spread to other areas of Mynad in kerala ,
Shevaroys and Nilgiris in Tamil Nadu
In 1942, indian government decided to regulate the
export of coffee under the COFFEE BOARD OF
INDIA

3. COFFEE-STORY
Previously only a South-Indian drink
Confined to the Rich Brahmin class
Places for lawyers and educated class to hold
discussion.
The drink has now become more of a concept

4. COFFEE-STORY
Café bars have flocked like CCD, Barista, etc
Became famous and even 5 star hotels started
cashing on it.
Coffee house started emerging at various places in
the country.

5. COFFEE SECTOR IN INDIA
The 6th largest producer of the coffee in the world.
Indian coffee has created a niche for itself in the
international market.
Arabica coffee from India is also well received in
international market.
Coffee production in India: Karnataka, Kerala and
Tamilnadu.
which contributes about 99% of total coffee production

6. INDIAN COFFEE
Indian coffee has a good
reputation in Europe for its less
acidic and sweetness of character
and thus widely used in Espresso
Coffee, though Americans prefer
African and South American
coffee, which is a more acidic and
brighter variety.

7. COFFEE CONSUMPTION
14
Kilograms Title
12
10
8
12
10
9
8.7
8.4
8.2
7.9
6.8
6
6
4.5
4.6
4.4
4
2
0.085
0
Country

8. COFFEE CONSUMPTION
Per capita consumption of coffee is just 85 grams
in compare to other countries.
In the annual output of 300,000 tons, domestic
consumption is only a third(100,000 tons)
India is predominantly a tea drinking nation.
Coffee is a staple only in the southern part of the
country

9. GLOBAL COFFEE GIANTS EYES ON INDIA
Market expansion on a faster rate
Urbanization is expanding
Coffee drinking – Fashion
Growth in the disposable income

10. MARKETING SITUATION
Niche coffee retail formal is growing at 10 to 12
percent a year
Organized coffee retail business-Rs 25 bn
Coffee consumption in India has increased from
55,000 tones to 75,000 tones in the last three years
3 % of the world coffee production
Export 80 % of the total produce.

11. “ I may be young, But please
take me Seriously”
Youth – between 15-35 years
Students form a majority of customer base
Likes to be in group
Likes to sit, talk and relax
Drinks a cup of Gourmet coffee with added flavours
prefers snacks rather than meals

12. TOP COFFEE BRANDS IN INDIA
• Nescafe
• Tata Coffee
• BRU

13. COFFEE BOARD OF INDIA
This is managed by the MINISTRY OF
COMMERCE AND INDUSTRY.
This board was setup by an act of Parliament in
1940.
The coffee board duties include1. Promotion, sale and consumption
2. Conducting coffee research
3. Financial assistance to small coffee growers

14. INDIAN COFFEE HOUSE
The first Indian
Coffee House was
opened in New
Delhi on 27
October 1957.
They also serve
dosa, sandwich, ic
ecream,idly,etc at
a very low price.
This is an
affordable place.

15. INDIAN COFFEE HOUSE
The Indian Coffee House chain
expanded across the country, with
branches
in Pondicherry, Lucknow, Nagpur, Ja
balpur, Mumbai, Kolkata, and Pune
by the end of 1958.
These coffee houses in the country
are run by 13 cooperative
societies, which are governed by
managing committees elected from
the employees.

17. It was in the golden soil of Chikmagalur that a traditional family owned a few acres of
coffee estates, which yielded rich coffee beans. Soon Amalgamated Bean Coffee Trading
Company Limited, popularly known as Coffee Day was formed.

18. CAFÉ COFFEE DAY
•Known as Amalgamated Bean Coffee Trading
Company Limited(ABCTL)
•Started by V. G. Siddhartha in Brigade
Road, Bangalore, 1996
•1497 company owned outlets in 200 cities
• Largest organized retail coffee chain in India
•ISO -9002 certified company.

19. PRODUCT
• Grows the coffee it serves in its cafes
• Well-equipped roasting unit
• The eatables catered by different vendors
-Ice creams- Cream Bell
-Milk – Amul
-Snacks from local vendors
• Sells merchandise through its stores.
• Enjoys trust for quality, hygiene and consistency
of food.

20. PRICE
• Affordable prices.
• Price for a cup of coffee ranges from Rs 50 to
Rs 200
• Only minor changes in the pricing policy due
to changes in Govt. taxes.

21. PHYSICAL EVIDENCE
• Logo
- Larger font- Emphasis on the word CAFÉ.
- Red signifies leadership and passion.
- Swirl for purity of purpose and the feel of coffee.
• Architecture and décor-uses bright colours and
interiors according to the youth.
• Designing of pamphlets posters and menu to
attract the youth.

22. PROCESS
• Ordering and delivery earlier was self service
and now most of the coffee shops have
waiters to take order and deliver at the table.

23. PEOPLE
• Emphasis on motivation and personal skills of
the people.
• Friendly waiters and services.
• Employees follow international standards of
hygiene, cleanliness and personal grooming.
• Reward Schemes like “Employee of the
month”

24. PLACE
• Prime factor for success- Located at every
possible location where business can be
generated.
• Caters to target market with strategically
placed outlet .
Eg-Located in high street, gas station and near
colleges.

25. PLACE
•
•
•
•
Metros
Tier-I cities ( Jaipur, Kanpur, Surat)
Tier-II cities (Mysore, Guwahati, Jamnagar)
Satellite cities and urban outgrowths
(NaviMumbai, Faridabad, Secunderabad)
• To be expanded to Tier-III cities
• Tie-up with Ginger Hotels of the Taj Group

26. POSITIONING AND BRAND
IMAGE
• Brought café culture to India
• For the youth: Young (AT HEART)
customers, young and friendly staff
• Highest distribution network
• Target middle and upper middle class
• Age group 15-29

27. CONSUMER PROFILE
• Age group:
20-24 years- 37%
25-29 years- 27%
• Gender:
Male- 60%
Female- 40%
• Occupation:
Students- 52%
• Frequency of visit:
Daily- 18%
Weekly- 44%

28. CAFÉ FORMATS
Different café formats:
- Music cafes
-Books cafes
-Highway cafes
-lounge cafes
-Garden cafes
-Cyber cafes
Latest addition: Lounge cafes

29. PROMOTION
Through SMS
Valentine’s day promotion, “Café Coffee Day Luv Zone”
Through Television
• Held a contest around a very popular program on Zee
English called Friends.
• They have tied up with Channel [V]’s “ Get Gorgeous
contest”.
Ticket sales:
They were involved in WWE, Elton John, and Bryan
Adams ticket sales

30. PROMOTION
Tie-ups
• Liril, AirtelFriends.
• HDFC wanted to promote their debit card and they choose Café
Coffee Day. So 21 cafes have debit card machines.
Association with movies
• Bas YunHi
• Khakee
• Main HoonNaa
• Socha Na Tha
• MujhseShaadiKarogi
SALES PROMOTION
• SPECIAL CAFÉ CITIZEN CARD

31. REBRANDING
• Earlier perceived as a place where intellectual
meet
• Positioned itself as a coffee bar and has
maintained that position for a long time now.
• CCD saw a latent market in youngsters
• For youngsters- CCD a fun place where one can
go anytime of the day and have fun with friends.
• In 2002 CCD underwent a rebranding exercise.
• CCD spent INR 1.5 billion to redesign existing
cafes (2009).

32. REBRANDING
OLD LOGO
NEW LOGO

33. DO YOU KNOW WHAT THE
MAIN STRENGTH OF CCD IS?
“ Good Coffee at affordable price”

34. WEAKNESS
• Many of the CCD stores are incurring loses
due to wrong site selection (national
highways)
• Product is not able to compete with
international chains like Starbucks, Costa etc.

35. CRITIQUE ON OTHER COFFEE
OPTIONS IN INDIA

36. CAFÉ NESCAFE
Café Nescafe is a budget
solution to the coffee demand.
They use standard pre-mixes
manufactured by NESTLE.

37. BRU WORLD CAFÉ
• Promoted by HUL
• Mostly present in Mumbai, as of now
• Most direct competition to CCD

38. MAJOR PLAYERS IN INDIAN
COFFEE INDUSTRY
•
•
•
•
•
•
•
Café Coffee Day
Barista Lavazza
Costa Coffee
Coffee Bean & Tea Leaf
Starbucks Coffee
Gloria Jean’s Coffee
Dunkin Donuts

39. NO OF STORES
1400
1200
1000
800
600
400
200
0
Café Coffe
Day (1174)
Barista
Lavazza
(200)
Costa Coffee Coffee Bean Starbucks Gloria Jean's
(85)
& Tea Leaf Coffee (20) Coffee (7)
(21)

40. I AM A COFFEE LOVER AND AN INDUSTRY
OBSERVER….
CAFÉ COFFEE DAY MANAGEMENT SHOULD
HAVE SLEEPLESS NIGHTS

41. BARISTA
• Biggest Competition to CCD
• Moderately Priced Higher
than CCD
( But trust me, its worth it)
• It was established in 2000
but was taken over by
Lavazza
• Barista has outlets in India,
Bangladesh, Sri Lanka and
the Middle East.

42. THE DIFFERENCE BETWEEN CAFÉ
COFFEE DAY AND BARISTA
• CCD ambience has become more college (or even
high school) canteen-ish. The service staff are
hard put to tell the difference between
capuccinos and lattes or grande and regular.
• Barista has remained constant in
ambience, service and menu, since its inception.
The coffee - particularly the lavazza - is
incomparable which ever way you want to drink
it. And the teas no less so.

43. COSTA COFFEE
It is a UK based company and came to India in 2005

44. “ Very premium menu which is very
European. The coffees and all other
beverages taste very nice and are
very high quality”

45. STARBUCKS
COFFEE
• Most famous Coffee chain in the world with highest no. of
outlets
• Entered India in 2013 in a JV with Tata Global Beverages Ltd.
• Catering to premium customers and prices are slightly
higher than Costa Coffee
• The stores have got an Indian touch in them and the menu
has Indian taste items too

46. STARBUCKS OUTLET
At Connaught place,
New Delhi

47. COFFEE BEAN AND TEA LEAF
“ The Best Coffee I have ever had”
Very Premium High Quality
Products priced at the same price
as Starbucks

48. MOCHA COFFEE CHAIN
• 19 outlets all over India mostly in
Mumbai and NCR
• It stands for the coolest coffee shop
in the country with its own sense of
style
• They also serve liquor in their cafes
• Earlier used to serve Sheesha too
• They have wider food menu
“Every shop can have its own wild and intense flavour.
Everything from a wall to a cup can have its own sense of
expression and identity. That diversity and variety in every
outlet enriches rather than confuses. And makes it a coffee
shop people love to visit once more.”

49. COFFEE CULTURE IN FIVE STAR
HOTELS

50. SEA LOUNGE
at
HOTEL TAJ MAHAL PALACE, MUMBAI
Sea lounge offers old colonial
charm with art deco furniture
and live Piano music enhanced
by its spectacular view of the
Arabian Sea. It is considered
to be a city institution for
traditional Afternoon Tea
featuring an elaborate buffet
spread of classic English
delicacies and Local Indian
favourites complemented with
a selection of the world’s finest
teas and coffees.

51. Sea Lounge is a favourite for its light lunch and
dinner fare and Mumbai street food including
Bhel Puri, Sev Puri, Kheema Ghotala Toastie and
Vada Pav . In the evenings, guests may choose
to opt for a quiet glass of Champagne or a
cocktail as they watch the lights from the
moving ships on the harbour.

52. KAFE FONTANA
at
HOTEL TAJ PALACE, NEW DELHI
It overlooks the pool with its landscaped
gardens, green palms, putting green and
blue shimmering water, all of which can
be viewed through the lovely Venetian
blinds.

53. REVENUE COMPARISON
• CCD stores on an average do a sale of
about 30 lakhs per annum form each of
their outlets
• Costa is able to manage about 60 lakhs and
even 1 crore from some stores
• Interestingly Starbucks has done on an
average of 1 lakh per day sale from each of
its outlets which is very high
• Coffee Bean & Tea Leaf does an annual sale
of about 3.5 crores from each of its outlets

54. CONCLUSION…
“In India… A lot does happen over coffee”