COFFEE

CULTURE

Shagun 40C
Piyush Atram 32C
Tejas Mishra 47C
Vrind Celly 52C
 INDIAN COFFEE CULTURE
First record of coffee growing in India is following the introduction of coffee beans from
Yemen by Baba Budan to the hills of Chikmagalur, Karnataka in 1670. Since then coffee
plantations have become established in the region, extending south to Kodagu.
India has largely been a tea-drinking nation since time immemorial. However, coffee has
become an increasingly popular drink since the turn of the twentieth century.
While the urban consumption dominates with about 73 percent of total volumes, the
remaining 27 percent it is speculated to account for rural consumption, especially in South
India.
Among the South Indian States, Tamil Nadu accounts for 60 percent of consumption, while
Karnataka, Andhra Pradesh, and Kerala account for 25%, 10%, and 5% respectively.
In the North, East and West zones, consumption of instant coffee is more predominant than
filter coffee.
Occasional drinkers in these regions contribute to 52% of total consumption. However, in the
south zone, the consumption of filter coffee is higher than that of instant coffee.
 INDIAN COFFEE CULTURE
The filter coffee was made popular by the Indian Coffee House set up the Indian Coffee Board
in the 1930s. Soon, it was picked up by Indian households and tea vendors as an alternative to
tea.
While coffee has traditionally been dominant in India’s south, where it is known as filter coffee,
the drink gained nation-wide popularity in the early 2000s amid a cafe culture boom that
some say mirrored the growth of India’s tech sectors.
Proliferation of various chains of cafes and vending machines in Tier 1 and Tier 2 cities PAN
India has given a boost to the popularity of coffee among consumers.
Over the past two decades, India has seen an unprecedented increase in the number of coffee
lovers. Increase in disposable income, global exposure, digital and media penetration,
urbanization, lifestyle changes, are responsible for India Coffee Market growth.
The growing obese population, unhealthy eating habits among children and adults, hectic
lifestyles, and hectic work schedules are factors driving consumers towards healthy
alternatives. Coffee is also one of the functional drinks available with proven health benefits.
 INDIAN COFFEE CULTURE
In India, Coffee was an Out of home thing, which then aroused the Café culture in the country,
giving rise to branded service stores such as CCD, Starbucks, etc. The love for coffee has
encouraged major domestic and international companies to launch a wide variety of coffees.
India Coffee Market size was valued at 1.6 Bn. US$ in 2020.
Most of today's India Coffee Market growth is due to out-of-home consumption.
With the energy of revolution and wisdom, the cafe has become an important space for the
exchange of ideas over the years. Wi-Fi replaced books, today's coffee shops are crowded with
young people who are hard at work using laptops or trendy monitors.
Consumers' knowledge of coffee here is much greater, thanks to the support of internationally
renowned Indian shops such as Blue Tokai and Araku Coffee placing handcrafted cups on the
table. Metros have more access to cafes and brands.
Though tier 2 and 3 cities don't have that access, there is a consumer base there. Brands are
delivering cold brew sachets, micro cans, or coffee beans through orders placed online. This
factor is driving the growth of the India coffee market.
 ITALIAN COFFEE CULTURE
Espresso is an Italian legacy, and our subsequent drinks are based on espresso.
About 14 billion cups of espresso are consumed per year in Italy alone.
Italians drink coffee no matter what time of the day, unlike other countries where morning
coffee is a tradition.
Even though the bar is a real neighborhood gathering place, Italians drink coffee at home.
Since they are accustomed to espresso, they don’t typically enjoy weak coffee.
Coffee goes great with just about anything, including booze (Caffe corretto) and dessert
(affogato).
Italy is 5th largest consumer of coffee drinks.
 FRENCH COFFEE CULTURE
French coffee culture is very similar to Italian coffee culture. While the French have their
own variations of Italian espresso beverages, they are often a translation (either literally or
in idea) of the Italian
Like Italians, the French drink coffee day and night. But they take their coffee differently
depending on the time of day.
Coffee is always enjoyed in the place of purchase. In other words, you will seldom see a
French person taking their coffee to go.
France is the 4th largest consumer of coffee drinks.
French roast is a regional coffee roasting style. French coffee was one of the darkest roasts
and still remains so.
Authentic French cafes normally do not have a set menu.
Surprisingly French press is not so french as it was invented by two Frenchmen in 1852 but
didn’t become popular until two Italians patented the design in 1928
 FINNISH COFFEE CULTURE
Finland consumes more coffee per capita than any other country in the world
Since espresso is still a relatively new thing in Finland, it is most consumed in cafes
For the most part, Finns consume coffee much like those in the states. They drink filtered
coffee, most often from a coffee pot.
Finns also prefer lighter roast unlike their European counterparts
Espresso is mostly reserved for cafes.
Coffee breaks are also a common way that the workday is divided, even legally.A collective
labor agreement stated that there ought to be two 15-minute breaks allotted for coffee
consumption!
Preserving stillness and silence is a social virtue, especially when drinking coffee.
 COLOMBIAN COFFEE CULTURE
Colombia is well known for its coffee products. This nation not only produces high quality
coffee, but they also have a culture of coffee that is unique and distinct from any other
place on Earth.
Most Colombians drink either "cafe con leche" which is usually instant coffee dissolved in
hot milk, or "tinto" which is sweet black coffee
Colombian coffee is lightly brewed and has fruity notes which account for its exotic flavour
The chains are usually for the upper classes and foreigners
While growing coffee has been a major part of the economy of Pereira and the surrounding
region, drinking one of Colombia’s most iconic export products is only just kicking in.
Local cafes are much popular as well as cheaper as compared to chains such as Starbucks
Cafeterias are gaining popularity but coffee is still primarily enjoyed at home
Although the colombian seed is one of the finest in the world, locals don't know how to
roast or brew their coffee well.
 STARBUCKS IN ITALY
Italy's $10 billion cafe market is the biggest in the world.
Price: A cappuccino at an Italiancafe costs 1.40 euros, about $1.52. That's less than half the
price of a small Starbucks cappuccino, which costs $3.60 at Starbucks. Starbucks will have
to be competitive on price with Italian cafes or nobody will ever enter the store
Italians really don't like foreign brands:
lack of international players in Italy was due to the strong Italian tradition and customs in
food." Lavazza, an Italian brand, dominates coffee sales with a 36.9% market
share.Starbucks has partnered with the Italian company Percassi, which will operate the
new stores and figure out how to best serve Starbucks coffee to Italians.

Espresso?: Italians are used to their small cup of espresso and cappuccino with variation of cup's size
and cup served hot.Starbucks should not try to battle the "italian tradition". Rather keep it
international and offer versions like Moka and Frappuccino.

They cannot compete with the familiarity of the Italian coffee bar, nor the prices. Instead, Starbucks
will disrupt the Italian tradition and bring something completely innovative.Italians may go for the
"Starbucks experience", opting for "exotic" Frappuccinos rather than a coffee or cappuccino, American
cakes and cookies, and the assurance of a free wi-fi connection and with a comfy armchair...be rest
assured they will criticize and hate it in the beginning but they will get used to it
 STARBUCKS IN COLOMBIA
Since opening its first store Colombia in the capital city of Bogotá in 2014, Starbucks
stores in the country have served 100 percent locally sourced and roasted coffee for in-
store beverages to honor the country’s coffee heritage and the company’s 45-year history
of sourcing premium arabica coffee from the region
Colombian people take pride in the way they prepare coffee. To keep up Starbucks has
come up with many Colombian coffees including Starbucks single-origin Colombia Nariño,
Colombia Espresso, Colombia Espresso Decaf and the medium-roast Colombia coffee
The chains are usually for the upper classes and foreigners who would also prefer visiting
Colombian coffee chains over Starbucks or Costa which are thrice as expensive
Also Starbucks has not managed to gain popularity in Colombia as people in Colombia have
only recently resorted to the coffee culture. Hot chocolate is still preferred by the locals.
The standard americano and cappuccino has not been received well by Colombians
OUR RECOMMENDATION
Finland: According to the volumes Finland is an emerging market
for Starbucks along with Italy. The biggest roastery of Starbucks
was opened in Milan in 2018 and since then there has been a
shift in the consumption of coffee from a retail chain.
France: With the coffee culture of France preferring having
coffee at the point of purchase Starbucks can be a good
prospective brand for French people.
Colombia: They grow superior arabica coffee. But their
population wouldn’t pay what the growers and merchants like
Starbucks and Costa Coffee could get in New York, London,
Amsterdam, Genoa, etc.. so good coffee never found a resting
place in Colombia. This is gradually changing, but they haven’t
caught up to Italy in overall quality and in the care and respect
for the coffee. Hence, Colombia will not be the best suited
market for coffee retail chains.
THANK
YOU