Coffee is one of the most popular drinks in the world, and in India coffee culture runs deep. While Indians may not consume coffee in the same scale as other cultures around the world, the coffee market in India is rapidly growing and coffee is seen as a symbol of advancement and sophistication.
While coffee is popular in India, there is not an extensive amount of research on the consumption of it. A 2017 report ran by the Coffee Board of India states that the average consumption of coffee in an Indian household per annum is 215 cups, or 312.1 grams per household. However, this report was only carried out over a sample of the population and not nationally, giving an unclear reflection of the actual Indian consumption of coffee.
There are several factors which have contributed to the rising consumption of coffee in India. Urbanization and increasing wages have seen many Indians turn to coffee as a better form of energy drink, due to its various health benefits. Coffee has long been known for its antioxidants and vitamins, which ensure better cognitive functioning. In India, these beneficial properties, as well as its reasonable price, have made it a popular choice for many.
There are also some cultural shifts occurring in India, leading to further widespread consumption of coffee. Due to the prevalence of Western culture, and increase in globalisation, coffee consumption has increased substantially in the past few years. Coffeehouses, restaurants and cafe establishments have opened, aiming to provide customers with a unique café experience. Customers are now able to access more and better quality coffee than ever before. This trend has been mirrored by the rise of hipster cafes and sophisticated espresso bars, giving customers a unique and modern coffee experience
The rise of the internet and digitalisation has been a key factor contributing to coffee consumption in India. Due to the easier accessibility of information, as well as the ability to purchase and view coffee from the comfort of your own home, coffee consumption has seen a significant increase. Customers are now able to purchase different brands of coffee, quickly and conveniently. Furthermore, coffee subscription services are becoming increasingly common, providing a hassle-free and personalised delivery of fresh coffee straight to the customer’s doorstep.
There is a clear national shift towards the consumption of coffee due to the various factors discussed. The current market for coffee in India is estimated to be worth around USD 1.5 billion in 2013, though this figure is projected to increase significantly in the coming years. With the increasing penetration of coffee into Indian households, it is clear that coffee has become an increasingly popular drink among Indians.
Globalisation and Urbanisation
The increase in globalisation across the world has had an impact on the Indian coffee market. With more access to information, customers are now more aware of the different types of coffees on offer and the brewing methods used to make them. Furthermore, international trends have started to become more popular, such as the use of specialised equipment like manual espresso machines and pour-over brewers.
Urbanisation has also had a significant impact on the rise of coffee consumption in India. As more people move to cities, there is a rise in demand for better quality coffee, with specialised cafes, restaurants and bars popping up in cities to cater for this. Furthermore, people living in cities may be more likely to consume coffee due to the higher quality products and services available.
This change in population demographics has had a direct effect on the consumption of coffee in India, with customers now able to choose from a wide range of different blends and brewing methods. Urbanisation has been a major driver of the increasing consumption of coffee in India.
Cultural Perception
Coffee consumption has become more widely accepted in India in recent years. This has partly been due to the rising prevalence of Western culture, as well as the introduction of coffeehouses and cafes into urban centres. This shifting cultural perception of coffee in India has allowed it to become more widely accepted and consumed by the Indian population.
The cultural perception of coffee in India is changing from being a drink consumed mainly by older generations, and is now seen as a drink for all. Coffee is now widely seen as an enjoyable experience, rather than something to be consumed on special occasions. This change in attitude and perception has been instrumental in the rise of caffeine consumption in India.
Rise of Technology
The rise of technology in India has been instrumental in the rise of the coffee market in India. Technology has allowed customers to purchase coffee quickly and conveniently, with apps like Starbucks, Dunkin Donuts, and Cafe Coffee Day providing customers with easy access to coffee. Furthermore, technology has allowed customers to purchase specialised brewing equipment, such as espresso machines, quickly and conveniently.
Technology has also enabled customers to access more information about coffee, allowing them to be better informed of different brewing methods and the types of coffee available to them. Furthermore, technology has made it possible for customers to purchase freshly roasted coffee beans, allowing them to be able to make a better quality cup of coffee at home.
The rise of technology has had a direct impact on the rise of coffee consumption in India, with customers now able to consume better quality coffee than ever before.
Growth in Cafes
The growth of the cafe culture in India has been another major factor contributing to the rise in coffee consumption. Cafes are now becoming increasingly popular, with breakfast and brunch cafes popping up in major cities. These cafes provide customers with a unique and enjoyable experience, allowing them to consume coffee while being surrounded by other people.
Cafes have also made espresso-based coffees more accessible to customers, with more and more cafes offering espresso-based drinks as part of their menus. This has made drinking espresso-based coffees more accessible to customers, as well as making it possible for customers to make their own espresso-based drinks at home.
Cafes have been instrumental in the rise of the coffee market in India, providing customers with a unique and enjoyable experience. The growth of the cafe culture has had a direct impact on the rising popularity of coffee in India.
Health Benefits
As previously discussed, there are various health benefits associated with drinking coffee. Coffee has long been known for its antioxidants and vitamins, which can help to improve mental functioning and alertness. Coffee has also been known to have other health benefits, such as reducing the risk of some diseases and aiding with digestion.
Furthermore, the caffeine found in coffee can act as an energy boost, helping to improve alertness and focus. Coffee also contains other minerals, such as magnesium and potassium, which can help to keep the body healthy and functioning optimally.
The various health benefits associated with drinking coffee have been a major factor contributing to the rise in coffee consumption in India. Customers are now more aware of the health benefits of coffee and are choosing to consume coffee for its health benefits, rather than for its taste.
Economic Factors
The economic factors affecting the coffee market in India are also worth noting. Coffee has long been seen as a luxury item, due to its high cost. However, due to increased access to information, educated customers are now more able to distinguish between different types of coffee, and purchase better quality products, thus pushing prices up. Furthermore, the increase in globalisation has led to an increase in the demand for specialty and premium coffee, driving the prices up further.
The increasing cost of coffee in India has been a major contributor to its rise in popularity, with customers now more willing to pay more for a better quality of product. This has seen an increase in demand for more expensive and better quality beans, as well as specialty brewing equipment. The increasing cost of coffee has been beneficial to the coffee industry, and has had a direct impact on the increasing consumption of coffee in India.
