**The Specialty Coffee Wave Sweeping Small-Town India**
A remarkable transformation is underway in the realm of coffee consumption in India, particularly within small towns where tea has long reigned supreme. This shift, marked by the rising popularity of specialty coffee, has not only captivated the interests of numerous individuals but also sparked an entrepreneurial movement amongst the youth, particularly in northern regions previously unaccustomed to this beverage.
One notable figure in this burgeoning coffee movement is Harmanpreet Singh, who made a significant career switch from his family’s bakery to establish a specialty coffee shop in Jalandhar, Punjab, called Buland Café. When he ventured into this field, the landscape was primarily dominated by tea drinkers, with strong regional preferences prevailing in northern India. Coffee, while loved in southern states where it is often served frothy in steel tumblers, lacked the same foothold in the north. Singh’s motivation to explore coffee emerged during the COVID-19 pandemic, a time when he noticed a burgeoning interest for high-quality brews among local youth and returning expatriates.
To make a mark in this evolving market, Singh decided to leave Jalandhar for Bengaluru, recognized as a hub for coffee culture, to learn the nuances of brewing. His training involved an exhaustive study of various aspects—ranging from the presentation of coffee to the influential roles of ambiance, décor, and service in enhancing the consumer experience. Armed with this newfound knowledge, Singh returned home and launched Buland Café, which has since grown to encompass 40 outlets across Jalandhar, quickly becoming a local hotspot for those seeking quality coffee in an inviting environment.
Singh’s café sources its beans from Karnataka’s esteemed coffee plantations, and he prides himself on training his staff to master the art of coffee brewing and machine maintenance. “It’s a thriving scene,” he declares, indicative of the rapidly shifting coffee landscape in these previously overlooked towns.
Alongside Singh, a multitude of young entrepreneurs have embraced this specialty coffee culture, spurred partly by changes in consumer preferences and heightened demand for unique coffee experiences in smaller towns. The pandemic has significantly influenced how people socialize and work, leading individuals to seek out new, attractive venues for gatherings or professional meet-ups. The findings underscore a shift toward gourmet coffee drinks, as an increasing number of Indians are inclined to invest in artisanal, custom-roasted coffee rather than commonplace instant varieties.
According to a recent report from CRISIL, a marketing analytics firm, over 44% of the Indian population now engages in coffee consumption, reflecting a paradigm shift in consumer habits. Coffee’s appeal is moving beyond home drinking into the experiential realms of cafés and local roasteries, with subscription services for specialty coffee reporting a remarkable 50% increase. For some, even elaborate brewing methods have replaced simple French presses, indicating a more sophisticated understanding of coffee preparation.
While India’s association is predominantly with tea, the country has a rich history with coffee, dating back to the 1900s when Indian Coffee Houses became central to intellectual and social discourse. Post-liberalization in the 1990s, new-age coffee shops emerged, paving the way for a vibrant café culture across major cities. However, the recent growth in smaller towns is revolutionary. With intense competition from both local and international brands, cafes like Roastery Coffee House in Lucknow eloquently blend contemporary aesthetics with traditional flavors, while Urban Buhkkad in Ludhiana creatively reinvents nostalgic coffee recipes for modern palates.
Nevertheless, this burgeoning industry is not without its challenges. Smaller café owners are often tempted to cut corners in coffee quality and equipment, risking substandard service that could alienate discerning coffee drinkers. Moreover, the financial landscape remains intricate, with the high cost of quality beans and operational logistics presenting hurdles for sustainability. Entrepreneurs like Neha Das and Nishant Ashish, who launched The Eden’s café in Ranchi in 2021, highlight that success requires going beyond mere profit—emphasizing customer engagement and local flavors while remaining dedicated to their craft.
In summary, the specialty coffee trend infiltrating small-town India marks a significant cultural shift, transforming traditional beverage preferences and creating new opportunities for entrepreneurs. As consumers grow more discerning, the demand for quality coffee that fosters community and experience will continue to drive this impressive evolution in India’s coffee landscape.
