This presentation was made for one of my potential clients from Brazil to set up Coffee Cafeteria in India... In short seeking an international investor while educating people on the benefits of coffee its STP with guidelines

1. COFFEE IN
Coffee Industry Penetration In Indian Market Overview
INDIAN MARKET
PROPOSED BY
VARSHANJALI V

2. PROPOSED BY
VARSHANJALI
V
HOW
a Man Made a
HISTORICAL
JOURNEY

3. PROPOSED BY
VARSHANJALI
V
JOURNEY With an IMPACTFULStory

4. PROPOSED BY
VARSHANJALI
V
IMPACTFUL Story
Muslim saint Baba Budan in 1670, smuggled seven coffee beans from
Yemen & planted them on the Chandragiri hills in Karnataka.
PREVIOUSLY Only a South-Indian Drink

5. PROPOSED BY
VARSHANJALI
V
IMPACTFUL Story
It spread to other areas of Mynad in Kerela
& Shevaroys & Nilgiris in Tamil Nadu
CONFINED to the Rich Brahmin Class

6. PROPOSED BY
VARSHANJALI
V
IMPACTFUL Story
In 1942, Indian government decided to regulate the
export of coffee under the COFFEE BOARD OF INDIA
DRINK has now become more of a concept

7. impactful =Story Has a potential. Cafe bars have flocked like CCD,
Barista, Nescafe, Starbuck, etc. Even 5* hotels are
cashing on it. Coffee house started emerging at
various places in India.
# Impactful
# Journey
# emerging

8. Emerged As
=
# Preference
# Fashion
# Luxury
• 6th Largest Coffee Producer
• Has created a niche for itself in International Market
• Karnataka, Kerela & Tamil Nadu- Indian Production Hub
• Acceptance of Arabica from India in International Market
• 3% of the world coffee production
• Exports 80% of its production
• Increased coffee consumption

9. Coffee PREFERENCE has emerged as a FASHION associated with LUXURY

10. COFFEE
# Preference
CONSUMPTION
Country-Wise Kilogram Per Capita
2016
FINLAND
9.6
NORWAY
7.2
6.7
NETHERLAND
6.1
SLOVENIA AUSTRIA
5.5
SERBIA
5.4
DENMARK
5.3
GERMANY
5.2
BELGIUM
4.9
BRAZIL
4.8
INDIA
85 grams

11. When People PREFER coffee consumption
+
.
Doctor
Recommends
In Winters
. .
. . . .
Gatherings
$Rich
<
Likes
# Cappuccino
# Latte
# Bean to Cup
# RTD
# Filter

12. Coffee PREFERENCE has
increased over a decade
From 55,000 tonnes to
75,000 tonnes
IN
INDIA
Almost 74.4% of the
population is literate
Organized coffee retail
business - 25 Billion
Per capita consumption
is 85 grams
Exports 80% of its total
production
Italy is the largest
importer of Indian coffee
# Preference

13. 25.62%
13.77%
11.95%
3.47%
3.40%
4.86%
1.73%
1.74%
1.79%
1.84%
2.02%
2.03%
2.22% 2.48%
2.46%
2.67%
ITALY 25.62%
RUSSIA 13.77%
GERMANY 11.95%
UKRAINE 3.47%
FINLAND 3.40%
SPAIN 4.86%
HUNGARY 1.73%
PORTUGAL 1.74%
AUSTRALIA 1.79%
KUWAIT 1.84%
MALAYSIA 2.02%
FRANCE 2.03%
SWITZERLAND 2.22%
CROATIA 2.48%
SLOVENIA 2.46%
JORDAN 2.67%
Top 20 Coffee
Importers
from INDIA

14. GAP BETWEEN
≤
≤
PROPOSED BY
VARSHANJALI
V
Coffee Production
Coffee Consumption
DID YOU NOTICE ???
FAILURE TO MAKE
IMPACTFULAWARENESS
OF ITS BENEFITS
WHY

15. COFFEE
# Fashion
CONSUMPTION
Drinking coffee is more a fashion
Among Youth of India
“I may be young today, but please take
me seriously; as I’m the tomorrow”
A wise invester sees the potential tomorrow
SOWTHE SEED NOW

16. # Fashion
Students form a majority of customer base
Likes to be in group
Coffee takes longer to finish
Likes to sit, talk & relax
Drinks a cup of gourmet coffee with added flavors
Prefers snacks rather than a meal
Has become a way to flaunt understanding of hard beverage
Hard drinks for sophistication
Youth between 15 to 35 years
SOWTHE SEED NOW

17. # Impactful
# Journey
# emerging
to the Rich Class - Coffee more or less is still a Luxury in India... ... ...
SOW NEEDSEED
LUXURY=
CONFINED
OPEN
LIMITED

18. Do you have any IDEA
Adventure in life is good:
Consistency in Coffee even better
A cup of coffee is the PREVENTION and CURE to many disease

19. PROPOSED BY
VARSHANJALI
V
SAY
YES
COFFEE

20. PROPOSED BY
VARSHANJALI
V
SAY YES To the miraculous advantages
of coffee

21. COFFEE
# Build the need
ADVANTAGES
Reduces the risk statistics
2016
ALZHEIMER
65%
25%
PARKINSONS HEART ATTACK
25%
DIABETES TYPE 2
35%
LIVER CANCER
41%
Reduces the risk of death &
developing disease

22. DISEASE
# Build the need
PREVALENCE
Comparison between coffee & tea nations
STATISTICS 2016
ALZHEIMER
422 Million Worldwide,WHO-2016
INDIA has highest
prevalence disease as
compared to the nations
that have high coffee
consumption
India 4.1 Million Brazil 1.6 Million
Developing Coffee Nation Developed Coffee Nation
PARKINSON’S India 7 Million Brazil 1.6 Million
HEART ATTACK India 272/100000 Korea 26/100000
DIABETES TYPE 2 India 62 Million
China 92 Million
Canada 2.4 Million
Australia 7,00,000
Shockingfigurescreatemarket

23. DIABETES TYPE2
# 6-7 cups of coffee
35% less likely to have Type 2 Diabetes
FACTSHEET
2005,
Frank Hu @ Harvard School
of Public Health
2008,
Harvard Study
7% Reduces the risk of developing Type 2 Diabetes
Coffee contains Magnesium & Chromium, used by the body to regulate insulin which controls blood sugar
HEART ATTACKS
# 1-2 cups of coffee
22%-25% lowers the risk of stroke
2011 Research
Karolinska Institute in
Stockholm, Sweden
Research over 30,000
women for 10 years
Reduces the risk of Diabetes Type 2 which is itself a risk factor for heart diseases

24. ALZHIEMER’S
# 3-5 cups of coffee
65% lowers the chances of developing the disease
FACTSHEET
2009,
Researchers in Finland &
Sweden studied 1400
people over 20 years
Yet to be identified component in coffee, that boosts blood levels of a critical growth factor that seems to fight off the disease process
PARKINSON’S
# 2-3 cups of coffee
2010 Research
Professor Joao Costa,
University of Lisbon,
Portugal
25% lowers the chances of developing the disease
For every increase of 300mg/day caffeine intake, they found a drop of 24% in the relative risk of developing

25. LIVER CANCER
# 2-3 cups of coffee
41% reduction the risk of liver cancer
FACTSHEET
2007, Study
Mario Negri Institute for
Pharmacological Research,
Milan-Italy
Pooled analysis of ten studies over 2200 people with Hepatocellular Carcinoma, most common liver cancer
HOPEFUL FOR EVEN 1%CHANCE TO LIVE

26. GENERATED NEED MARKET
FOR COFFEELUXURIOUS
JOURNEY
HAPPY
LONG
CONNECTED
Lets
Learn
Living
# From # To

27. SEGMENTING
# 1
# Guidelines
Create awareness about advantages of drinking coffee
Targeting not only the youth but adults & elderly people too
Public places must not be the only place to open stores
Coffee must reach houses
Building relevance to people’s life
Memorable campaigns
ACHIEVE
To make coffee people’s first preference and no more a fashion or luxury

28. TARGETING
# 2
# Guidelines
Target 74.4% literate population
Places like hospitals, colleges, offices & malls
Tier I & Tier II cities of almost 15 Indian States like
U.P., Haryana, Himachal Pradesh, Maharashtra, Gujrat,
Madhya Pradesh, Andhra Pradesh, Karnataka, Tamil Nadu,
Kerela, West Bengal, Asssam, Orissa, Bihar, Delhi NCR,
Uttrakhand
ACHIEVE
To make coffee people’s first preference and no more a fashion or luxury

29. SCOPE
# 3
# Guidelines
Currently over 2000 stores under operations by Coffee Market Players
CCD, Barista Lavazza, Starbucks, Costa Coffee, Coffee Bean & Tea Leaf & Gloria Jean’s Coffee
Size of the Cafe Chain market Rs. 1000 Crore per annum
Growth rate of Cafe Chain market 17% -19% at present
Scope for more cafes in next five years is More Than Double
ACHIEVE
To make coffee people’s first preference and no more a fashion or luxury

30. START
NOW
COFFEE
If still, you haven’t started yet ... ... ...
PROPOSED BY
VARSHANJALI V

31. VARSHANJALI ASTHANA
varshanjaliasthana@yahoo.in
For Keynote Presentations
Training Programs & Content Design
Tailored
Designed
Presented
BY
THANKS
# Senior
# Corporate
# Trainer