ere�s a simple example of how averages can deceive. November 1996 to September 2005: 107 months, 238 outlets. In other words, Caf� Coffee Day has been growing at the rate of just over two outlets per month for the past nine years.

Break that period into parts and the story changes entirely.

1996-2001: in the first five years, 30 outlets. Or one outlet every second month, and most of them in Bangalore.

2002-2005: The next four years, 208 outlets. Or more than four outlets per month; one every week.... more