India as an emerging market for International Branded Coffee Chains

Prabhu, Narayan B M (2011) India as an emerging market for International Branded Coffee Chains. In: National Seminar on Emerging Trends in Hospitality and Tourism, 9-10 April 2011, Maharshi Dayanand University , Rohtak, . (Submitted)

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India has been ranked fifth in the world for total coffee production and exporting 80% of the total produce but since it has been basically the tea drinking nation, the average coffee consumption has been quite low at 10 cups per person annually. However, due to strong branding of Indian Coffee in 21st century, we are able to see multiplying coffee chains that has made this beverage popular in this tea drinkers‘ nation. According to 2011 statistics, the total organized coffee market in India is `1,000 crores with 1,920 coffee outlets spread across 175 cities and market growing at the rate of 35% - 40% per annum. Currently the Indian market has six established players with Café Coffee Day leading the market followed by Barista Lavazza, Costa Coffee, Gloria Jeans, Mocha and Barnie‘s. In this study efforts have been made to understand the scope for branded international coffee chains who are planning to enter fast developing India market, were four among six established coffee chains being international brands, 40% of population under the age of 35 and with lot of businessman ready to invest in branded franchisees. For this study, data is collected through secondary sources i.e. articles from the journals, business magazines, newspapers and from published interviews which were conducted to the top officials of branded cafes by credible sources.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Café Coffee Day, Brand, Coffee Chains
Subjects: Hotel Management > WGSHA Manipal
Depositing User: EPrints Hotel Management
Date Deposited: 18 Jun 2011 06:06
Last Modified: 02 Feb 2015 10:12

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