The document discusses the coffee industry in India. It notes that coffee consumption has doubled and specialist coffee chains have grown significantly. The Indian coffee market is worth Rs. 5000 crore and is projected to reach Rs. 5600 crore by 2017. The document proposes establishing coffee kiosks in high foot traffic areas of Pune, India like malls, office parks, and college areas to capture coffee drinking youth and compete with established coffee chains. Customizing menus to Indian tastes and using promotions are part of the strategic plan to attract more customers.

1. Prepared By:
Ashish Kumar
E-46
Batch 2013-15

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.