Coffee Parlours in India-Hotting Up |
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ExcerptsA Note on the Coffee Industry in IndiaIndia ranks 5th among the top 10 countries of the world accounting for 3 % of the total world coffee production and exporting 80 % of the total produce. It is also the fifth largest coffee producer. Being a traditional tea consuming country, the average coffee consumption in India was quite low at 10 cups per person annually (Refer Table I)...
The Ambience at BaristaWhile actively planning to enter the coffee business in India, Barista realized that it wasn't only coffee that consumers were looking for. They were infact looking for a place to hang around comfortably. They wanted a place where they could be themselves, and do whatever they wanted such as reading a book, writing a letter, or simply chill out... Barista's Growth StrategyBarista adopted a three-pronged approach to expand its business. The first was to open espresso bars in various cities across the country. The second approach was to target institutional areas and the third approach was to target the home segment. In 2001, Barista entered into a strategic alliance with Tata Coffee...
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