he likes of Barista and Caf� Coffee Day (CCD) hold no terror for 34-year-old British coffee chain Costa. Just two months after its venture into India, the chain already has four outlets up and running in Delhi and the National Capital Region.
Costa Coffee, a part of Whitbread Plc, Britain's hospitality chain, has tied up with Devyani International, which belongs to the J K Jaipuria Group. Costa believes that though there are numerous players already operating in the country, it still has something different to offer. The chain which began operating in 1971 was started by the Italian brothers Sergio and Bruno Costa who, over the years, have developed and retained their expertise of serving coffee the Italian way.
India is predominantly considered a tea-drinking nation and coffee chains have mushroomed all over the place and outnumbered tea outlets or chains. "Coffee drinking is increasingly becoming a lifestyle statement of young and upwardly mobile Indians and coffee consumption in India is on the rise after years of stagnation. With the fast food segment growing at 40 per cent a year, coffee consumption is set to grow further," says Viraj Joshi, chief operating officer, Devyani International. Therein lies its chance, feels Costa. "Our USP lies in our excellent range of coffee and coffee-based drinks apart from our other popular non-coffee beverages," he adds. Costa does not believe in advertising as a tool to create awareness.... more