Introduction
Coffee is a popular beverage across the globe and is enjoyed by many in India too. Known to be aromatic and flavorful, this hot beverage has been cherished for centuries by various cultures over the world. It is no surprise that coffee consumption in India has seen a rise over recent decades with the introduction of global brands popping up around every corner.
However, for a country as diverse as India, there is more than one way to drink your coffee. From South Indian filter coffee to North Indian cappuccinos, the myriad forms of coffee available are sure to tantalize one’s taste buds. It is in this context that this article seeks to delve into the consumption of coffee in India and what to expect when visiting the country.
Indian Coffee Culture
Indian coffee culture has traditionally been marked by a passion for its unique flavors and aromas. Southern states especially, are known for their filter coffee, which is brewed with freshly ground beans and poured out of a stainless steel filter. The result is a black and strong cup of coffee that is usually had with milk or a snack such as Bun maska. North Indian states, meanwhile, are popular for their cappuccinos and lattes that are usually served with a side of cookies or muffins.
There is no denying that coffee has a place in Indian culture. From traditional style coffee shops to chic cafes offering an array of coffee-based beverages, one can find coffee almost everywhere in the country. Furthermore, coffee is also considered an offering of hospitality in many parts of India. It is not uncommon to find a family offering coffee to their guests upon arrival in the home.
Factors that Influence the Indian Coffee Market
Just like any other market, factors such as economic factors, political factors and social factors form the building blocks of the Indian Coffee Market.
The economic factor of income has been seen to have a positive effect on the coffee market. More disposable income has seen families splurge on international coffee brands such as Starbucks and Costa Coffee. This modern cafe style of drinking coffee has been booming since the early 2000s and is projected to continue its growth trajectory.
The political factor has also been seen to play a role in the coffee industry. Goods and Services Tax or GST has been introduced in recent years and has played a major part in the pricing of coffee-based beverages in India.
Social factors have determined the habits of the public over the years. Any shift in social norms will see a shift in demand for certain items, therefore, it is plausible to say that the increased prevalence of international cafes will see a shift in preference towards fancy coffees.
The Types of Coffee Available in India
Indian has seen a wide variety of different coffee variants over the years. The modern cafes have introduced the consumers to international styles of drinks such as cappuccinos and lattes. But the traditional coffee-houses are not left behind with their filter coffees and Indian Masala coffees.
Filter coffee is traditionally brewed by immersing the coffee powder in hot water and then pouring it out of a stainless steel filter. This produces a dark, strong and flavorful cup of beverage that is usually paired with Bun maska or milk.
Cappuccinos and lattes, on the other hand, are creamy, frothy and sweet coffees that have been heavily adopted by Indian consumers in recent years. These are available with various milk variations including Soy and almond milk.
Masala coffees are also found in the Indian market and have been gaining popularity lately. These coffees are made using freshly ground beans, milk, sugar and spices such as cardamom, ginger and cinnamon.
The World of Instant Coffees
Instant coffees have been a main stay in the Indian market since the 90s. This form of coffee is made by freeze-drying the brew or cooking it in a vacuum which helps preserve its flavor and gives it a longer shelf life. India is one of the biggest producers of instant coffees and is seen as a global leader in this sector.
Instant coffees are particularly popular among the middle-class and lower-income households due to its affordability and convenience. Whether you are in a hurry or just need to get your caffeine fix, instant coffees are there to rescue.
Is Coffee Drinking Legal in India?
It comes as no surprise that coffee has become a part of the Indian culture over the years. But with the rise of global brands, this has brought up the question of whether drinking coffee is legal in India or not.
The good news is that consumption of coffee is entirely legal in the country and if you find yourself traveling in the country, you will surely be able to find a mug of freshly brewed espresso or cappuccino in any of its cafes. In fact, many states even have coffee festivals and other such seminars to promote coffee consumption among its citizens.
Cost of Coffee in India
The coffee industry has grown extensively in recent years, primarily due to the influx of international coffee brands. However, this does not necessarily mean that coffee is a luxury item in the Indian market.
Instant coffee powder is still a favourite among the middle-class and lower-income households due to its affordability. This form of coffee usually ranges between just ₹50-200 which is quite reasonable in comparison to other coffee variants.
In the same vein, coffee-based beverages can be found in the range of ₹100-500, depending on the brand and type of coffee.
Conclusion (What to Expect when Visiting India)
When travelling to India, coffee lovers can expect to find a wide variety of coffee drinks available. From traditional filter coffee to modern variants such as cappuccinos and lattes, there is something to suit every taste. Besides, coffee drinking is legal in the country and can be enjoyed in both urban and rural areas. Furthermore, the cost of coffee in India is comparatively reasonable, thereby making it accessible to a majority of the population.
Marketing Strategies of Coffee Brands in India
International brands of coffee have a major stake in the Indian market. Consequently, these brands have invested heavily into marketing strategies to promote their products and gain market share.
These include using traditional marketing methods such as print and broadcast media to advertise their products. Digital marketing has also been used extensively as a tool to increase their visibility among the target audience. Social media is another platform that is often employed to increase brand recognition.
These strategies are used in combination with each other in order to maximize their reach to the target audience. Furthermore, international brands also invest in research and development to improve the existing and introduce new products to the consumers.
Availability of International Coffee Brands in India
International coffee brands such as Starbucks and Costa Coffee are available in large cities such as Mumbai, Delhi and Bangalore. These global brands provide consumers with a wider variety of coffees, ranging from filtered coffees to cappuccinos and lattes.
These brands are also known to promote their products and offer discounts or loyalty programs for the customers. They are also seen to collaborate with local brands in order to introduce their products to the Indian market.
Conclusion on Consumption of Coffee in India
Coffee is a beverage that has been cherished for centuries by many cultures and India is no exception. From traditional filter coffee to international cappuccinos and lattes, there is something to suit every taste. Moreover, coffee is available at an affordable price and is legal in the country. Therefore, if you ever find yourself in India, you can be sure to find a cup of hot beverage that is sure to tantalize your taste buds.
