Seeds Of A Pervasive Coffee Culture

India, a country steeped in tea traditions, is now getting more acquainted with a buoyant coffee culture. If you look at the history of tea in the country, it wasn’t a beverage of choice about a hundred or 150 years back. It started gaining prominence with the elites and then due to its refreshing and rejuvenating properties started gaining popularity with the masses, together with becoming more accessible.

The Indian consumer is exploring the new wave of a coffee culture, and with time it is becoming a part of the lifestyle of an increasing number of young people. Historically, coffee has enjoyed popularity in South India but it is spreading to all regions in the country. Indian youngsters started to get more exposure to coffee through communication, travel, cafes, and so on and were introduced to coffee.

The demand for coffee, catalysed by increased awareness, interest, imagery and eagerness about coffee, is now translating towards building an emotional connection with coffee beyond the product. Cafes are ushering in the aspirational and experiential dimension to coffee, with an ambience that’s exciting, inviting and enjoyable, together with a diverse menu. This trend has sparked a community of coffee lovers eager to explore the nuances of different coffee types, experiences and the rich stories behind them.

Experimentation Galore
The pandemic years saw increased experimentation around coffee, with the famous Dalgona coffee trend gathering steam in social media during the period. While the whipped coffee Dalgona trend has died down considerably like many fads tend to do, the curiosity and enthusiasm around taste notes, unique flavours and innovations continue to rise. India's hot weather makes it apt for cold coffee lovers, the iced coffee and cold brew craze is on an upswing.

Rising coffee connoisseurship and appreciation of speciality quality coffee experiences that delight the senses is being witnessed at the premium end. The accessibility and affordability of coffee are also important to ensure that coffee should not be a luxury restricted to those with high disposable incomes, and build equitable and inclusive access to the stimulating beverage in different formats and pack sizes.

The Kantar household panel data indicates a growing penetration of coffee in the country, and this is a positive indication. Consumer value-oriented affordable pricing and the easing of inflation is essential for the continued growth of coffee.

Sustainability and traceability is a key imperative of today and the future. The coffee industry is rising to the sustainability dimension, with several initiatives promoting sustainable coffee farming and enhancing the livelihoods of coffee-growing communities. It is important to be inclusive in our approach through the value chain to make a positive impact on the planet, involving planters, growers, roasters, producers, coffee enthusiasts and so on.

Ensuring best-in-class agricultural cultivation methods, having a crop resilient to rapid climate change, fair practices, expert supervision and care at all stages will enable a better quality of output leading to delightful sensory experiences. By choosing sustainable coffee, consumers will not only enjoy a delicious cup but also make a positive impact on the planet.

Consumers will rely on more digital platforms and solutions to inspire, educate, connect and make their choices, spreading the word around coffee further. Trendy collaborations, customisation, exquisite collections and others will spark the community of coffee lovers to buzz beyond. The coffee culture resonates with the preferences of the younger generation which will build its own coffee connection.

Chandan Mukherji, Director & Executive Vice President, Strategy, Marketing, Communication, Nestlé Inda. Views expressed are his own.