Understanding the growth of coffee culture in the Indian drink industry

Cream, rich, soft, newly created and aromatic! Yes, I am referring to a drink that started as “niche”, perceived as an urban concept or below the south of interest and limited request by customers. Is a cup of coffee that has taken now food And the beverage industry from the storm especially among the Genz Indians across the country, who have made coffee an integral part of their lifestyle. Testifying this first -hand transformation is quite fun. I see how increasingly coffee is becoming a cultural phenomenon, creating new social spaces and redefining the way we connect, work and relax. In this new era, it has become more than just a drink. It is a symbol of contemporary lifestyle.
This evolution in the demand for coffee reflects a broader change in consumer behavior. It implies an exciting union of today’s tradition and modern times, where global tendencies are integrating smoothly with Indian sensitivity. Indian clients have now begun to appreciate craft and quality, so they are immersing deep into the techniques and the art of making coffee. They are not just buying coffee for their usual consumption, but they are investing in an experience. It is really telling a new and compelling story of changing consumer preferences and lifestyle evolution choices in the country.

The art of creating the connection
Today’s coffee places, especially urban ones, look more like modern agoras, which beautifully intertwine sophistication and access. For me they are symbols of making connections for contemporary workforce and Gen Z clients, who want these places to go beyond serving good quality coffee. They want to visit a place where they can choose their favorite drink, drink their coffee without hurry, enjoy business discussions, work on creative ideas, take all their friends for reunions and much more . Clients are looking for a perfect place where accessibility meets aspiration. The place should give them a welcoming experience that can make them feel special. And today’s coffee chains are doing that.

Beyond
It is amazing to see the democratization of coffee culture in place. Clients who are increasingly looking for the premium coffee experience have crossed from metropolitan boundaries to Level 2 and Level 3 cities. For me this is the most exciting chapter. What is truly fascinating is the enthusiasm of the inhabitants of the smallest city, who are appearing like the new flag -bearers of the coffee culture. This change is the perfect example of not only expanding the alignment, but the transformation of coffee from a random luxury to a more accessible daily ritual for millions of Indians. In my opinion, the growing aspirations in these developing markets are fueling this extraordinary transformation by making the culture of premium more comprehensive premium than ever before.

Everything has to do with personalization
It is definitely the age of personalization. Clients these days are always looking for personalized experiences and is no different for coffee. Social media and influencers have played a major role in popularizing global coffee trends and tastes. Today we are exposed to a more sophisticated palate. With this, there is now a large space for clients to experiment with coffee production techniques, choosing the origin of the grains, the variety of tastes, all by adding their personal contact.

The steady future of coffee
Today’s clients are becoming increasingly aware of the environment and are looking for more than just excellent taste. They want to be informed and expect transparency from brands about the source of their ingredients, ENG practices, etc. We are observing a trend where customers are eager to know the story from the farm to the fork or from the factory to the plate or on this issue the cup of cups in the coffee space. This is undoubtedly creating a sustainable future for drinks and encouraging the industry to embrace healthy practices ecologically.

What lies in the future
The evolution of coffee culture has been extraordinary as India’s relationship with coffee has proven a great transformation. Looking forward, I feel that love and deep appreciation for this drink will continue to grow. It will become increasingly accessible to everyone, turning coffee from a special drink to a daily breakfast ritual for humans, five years later. Therefore, if I look at the projection, it seems really possible for the Indian coffee market to reach $ 1.23 billion by 2032 with a CAGR of 9.87%. As for me, I believe that the success of this fundamental change will come from creating an ecosystem where quality coffee is offered at all times. This will not only increase the market, but will reshape the Indian client’s relationship with this drink forming a deeper estimate.
As a leader in the food and drink space, our responsibility goes beyond the service of excellent coffee. It is about creating inspiring experiences, related environments, and practices they support. The evolution of coffee in India has just begun – and its potential is as large and rich as the drinks it offers.
Contributed by: Akshay Jatia, Executive Director and President of Westlife Foodworld who owns and operates McDonald’s restaurants in western and southern India