India, a predominantly chai-drinking nation, is currently one of the fastest-growing coffee markets in the world. With new cafes bubbling up in metro cities and Tier 2-cities embracing the coffee culture, excitedly there’s no looking back. Nescafe, a coffee brand owned by Nestle, a Swiss food brand is looking forward to expanding its base in India. Here’s more to it.
India, One Of The Fastest Growing Coffee Markets In The World
A report by News18, reveals that Philipp Navratil, Nestle’s Head of the Coffee Strategic Business Unit is currently in India. As part of the visit, the coffee honcho sees India as one of the fastest-growing markets for Nescafe. In a statement issued by Nescafe, he stated that Nescafe has a massive opportunity to have penetration growth in India where consumers can drink their products both at home and even outside the home.
With a household penetration of 46 million in India, Philipp Navratil finds this to be a substantial number. He believes that Nescafe can introduce the world to coffee as the brand is budget-friendly as per price per cup. As coffee consumption is getting more sophisticated, Navratil says Nescafe can produce all different types of high-quality coffee.
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Consumers Curious About Coffee Source
India’s coffee culture is evolving, so this leads consumers to be curious about the source of the coffee they drink. Moreover, there is also curiosity about how their coffee is brewed. The Nestle Head believes India provides them with an opportunity to innovate coffees and also offer them at premiums. Currently, India’s beverage market is dominated by tea but with Nescafe’s attractive price points of ₹2 and ₹10, even people in semi-urban and non-metro regions are introduced to the world of coffee.
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Nestle’s coffee is sourced 100 per cent locally from Indian farmers. In the last 10 years, Nestle India formed partnerships with 3500 coffee farmers across three states in India. Philipp Navratil further added that Nescafe seeks to grab hold of the opportunity to use India as a talent factory for their global coffee business.
Are you a tea or a coffee drinker? What do you think about India’s evolving coffee culture?
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