brand coffee

8/12/2019 Brand Coffee

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SOME COFFEE, SOME CULTURE, SOME CASH

The year was 1999 and the month October. When Ind ans saw the des !ers on

o" #tarb$c%s &w d'y (o($'ar #eatt'e)based cha n that c'a ms to ser!e the best

co""ee n the wor'd*. It was ca''ed +w %y,s. Today +w %y,s can sm$-'y c'a m

cred t "or ha! n- - !en b rth to a new nd$stry o!ern -ht the soc a' be!era-e

nd$stry or the co""ee reta ' nd$stry. /nd to a new c$'t$re that o" dr n% n-

e (ens !e "resh co""ee n these sna y bars or ($bs. / host o" other co""ee ($bs

"o''owed ar sta o" the a!a Co""ee co. an-a'ore)based ca"6 co""ee day and

est'e,s ca"6 esca"e to name a "ew. /nd the wa t "or that (er"ect c$( o" co""ee

m -ht -ets o!er as t,s r$mo$red that wor'd,s "a!o$r te #tarb$c%s s com n-

soon.

The b --est s$ccess story has (erha(s been that o" the ar sta that has become a

ho$seho'd name w th n months o" -o n- o(erat ona' w th n months o" -o n-

o(erat ona'. W th 42 o$t'ets that ser!e abo$t 20000 c$stomers da 'y t has

s(read t,s tentac'es "aster than anyone co$'d e!en ma- ne.

8r n% n- co""ee s not a new conce(t n Ind a b$t on'y the way t,s (os t oned

now s d ""erent. Th s new c$'t$re has on'y enhanced the co""ee dr n% n-

e (er ence o" Ind ans.

The (resent st$dy attem(ts to $nderstand how these co""ee ($bs ha!e - !en a

b rth to a new c$'t$re. /nd what s that wh ch ma%es th s new -enerat on o"

($b ho((ers to "re $ent these ca"es.

Th n% abo$t t co""ee has s$dden'y become a ' "esty'e dr n%. It,s now coo' to be seen dr n% n- co""ee.

THE FIRST CUP

Three)tho$sand years a-o &or so* a -ro$( o" nomad c (eo('e ca''ed the Oromos

' !ed n the : n-dom o" :e"a. Today th s re- on ' es n Eth o( a. The Oromos

tr be had an on-o n- "e$d w th the on-a tr be.

IIMC, 2002 AD & PR

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e"ore -o n- to batt'e w th the on-as the Oromos n bb'ed hand s ed

d$m(' n-s made o" cr$shed co""ee beans and "at &y$mmy ;$mmy*. Th s -a!e

them a m -hty char-e b$t e! dent'y d d not ass$re them o" ! ctory.

/s "ate wo$'d ha!e t the on-as were not on'y e ce''ent warr ors b$t a'so s'a!e

traders.


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1100 The " rst co""ee trees are c$'t !ated on the /rab an (en ns$'a. Co""ee s

" rst roasted and bo 'ed by /rabs ma% n- ahwaD a be!era-e made "rom

('ants.

1475 The wor'd,s " rst co""ee sho( o(ens n Constant no('e. It s "o''owed by

the estab' shment o" two co""ee)ho$ses n 1554.

1 00 Co""ee enters E$ro(e thro$-h the (ort o" en ce. The " rst co""ee)ho$se

o(ens n Ita'y n 1 54.

1 07 Co""ee s ntrod$ced to the ew Wor'd by man ca''ed ohn #m th. #ome

Canad an h stor ans c'a m t came to the r co$ntry " rst.

1 52 The " rst co""ee)ho$se o(ens n En-'and. Co""ee)ho$ses are ca''ed (enny

$n !ers t esD &a (enny s char-ed "or adm ss on and a c$( o" co""ee*. Edward

B'oyd,s co""ee)ho$se o(ens n 1 AA. It e!ent$a''y becomes B'oyd,s o" Bondon

the wor'd,s best %nown ns$rance com(any. The word TIG#D s co ned n an

En-' sh

co""ee)ho$se / s -n read n- To Ins$re Grom(t #er! ceD &TIG#* was ('aced by

a c$(. Those des r n- (rom(t ser! ce and better seat n- threw a co n nto a t n.

1 72 The o(en n- o" the " rst Gar s an ca"e ded cated to ser! n- co""ee.

In 1713 : n- Bo$ s HI s (resented w th a co""ee tree. It s be' e!ed s$-ar

was " rst $sed as an add t !e n h s co$rt.

1 90 The 8$tch become the " rst to trans(ort and c$'t !ate co""ee

commerc a''y. Co""ee s sm$--'ed o$t o" the /rab (ort o"


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1905 The " rst commerc a' es(resso mach ne s man$"act$red n Ita'y.

190A The n!ent on o" the wor'd,s " rst dr ( co""eema%er.


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On'y two co""ee !ar et es ha!e an econom c s -n " cance /rab ca and

>ob$sta.

'ac% co""ee &w tho$t s$-ar or m '%* does not conta n ca'or es &'ess than

1 :ca'.*

Ca""e nated co""ee shows a bene" c a' e""ect on a'ertness and m(ro!es

(er"ormance n a !ar ety o" tas%s n both day and n -ht sess ons.

The (o($'ar ty o" dar% roasted co""ee s h -h n #o$thern E$ro(e.

/ -ood co""ee tree can (rod$ce $( to 1 %- o" raw co""ee (er year.

In contrast to what most (eo('e th n% co""ee does not -row n ('a n

brown beans b$t n red berr es carry n- -reen beans &two beans (er

berry*.

8$r n- roast n- the co""ee beans dry o$t and the s$-ars n the beans start

to carame' se.

The most m(ortant "orm o" trade n co""ee are both the stoc% mar%et

and the Je""ect !eJ co""ee trade.

The $a' ty o" a c$( o" co""ee does not de(end on the b'end on'y b$t

a'so on the rat o o" the amo$nt o" water and co""ee $sed "or brew n-.

The (resent co""ee (rod$c n- be't aro$nd the -'obe encom(asses

a((ro mate'y 70 co$ntr es.

Co""ee on'y -rows n tro( ca' and s$b)tro( ca' re- ons.

The co""ee tree needs an a!era-e tem(erat$re o" between 17L C and 23L

C as we'' as ab$ndant (rec ( tat on and -ood so ' cond t ons.

The or - na' home o" co""ee was the /byss n an h -h'ands.

%"&" %"'(o!

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Es(resso #tron- co""ee. rewed $s n- es(resso beans " ne'y -ro$nd.

Ca"e


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3. #e'ect the correct -r nd. 8 ""erent co""ee brew n- methods re $ re d ""erent

% nds o" -r nd. =ow coarse or " ne co""ee s -ro$nd s cr t ca''y m(ortant to

ma% n- -ood co""eeK Co""ee -ro$nd too " ne w '' de'ay the brew n- (rocessand (rod$ce a b tter c$(P con!erse'y co""ee -ro$nd too coarse w '' s(eed $(

the brew n- (rocess and (rod$ce a watery 'ess rob$st be!era-e. ;o$ m$st

a'so be aware that tem(erat$re and h$m d ty w '' a""ect the co""ee brew n-

(rocess. / -r nd that wor%s we'' on a co'd day may need to be ad@$sted

when tJs hot. /'tho$-h ne (ens !e rotary b'ade -r nders wor% we'' "or a

more (rec se and cons stent -r nd we recommend a b$rr)ty(e -r nder

(art c$'ar'y where an e tra)" ne -r nd s needed s$ch as when -r nd n- "or

es(resso.

4. :ee( yo$r co""ee brew n- e $ (ment c'ean. Co""ee o 's $ c%'y b$ 'd $(

and o!er t me become ranc d. The ranc d o 's w '' then ta nt yo$r co""eeJs

"'a!or. C'ean yo$r co""ee ma%er re-$'ar'yK

Coffee B'e*i!( Met+o $

The "o''ow n- ' st s not ntended to co!er a'' the myr ad brew n- techn $es

that ha!e (ro' "erated aro$nd the -'obe. We nc'$de here on'y the most common

ones "or wh ch brew n- e $ (ment s read 'y a!a 'ab'e. The descr (t ons are

!ery bas c and are ntended "or $se as a -enera' -$ de on'y. For s(ec " c brew n-

nstr$ct ons on any (art c$'ar brew n- a((arat$s we recommend that yo$

"o''ow each man$"act$rerJs s(ec " c nstr$ct ons.

Drip Coffee:

Whether a$tomat c or man$a' the bas c dea s to a''ow -ra! ty to " 'ter hot

water thro$-h -ro$nd co""ee s$s(ended n a " 'ter o" some (oro$s mater a'

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&(a(er t -ht w re mesh etc.*. F 'ters can be e ther "'at bottomed or cone sha(ed.

I" "'at bottomed the -r nd sho$'d be med $mP " a cone then the -r nd sho$'d be

" ne. We ha!e "o$nd that n most cases the cone sha(ed " 'ter tends to ma%e a better brew.

When $s n- an a$tomat c dr ( mach ne do not 'ea!e the brewed co""ee on the

b$rnerKKK It w '' cont n$e to coo% and w '' become b tter n a "ew m n$tes.

Trans"er the brewed co""ee to a -ood thermos "or "'a!orJs sa%e.

French Press:

The French (ress cons sts o" a bea%er sha(ed conta ner w th a " ne w re mesh

('$n-er $n t attached to the ' d. Th s co""ee ma%er s one o" the more (o($'ar

de! ces a!a 'ab'e and comes n s es ran- n- "rom s n-'e c$( to e -hteen c$(s.

In th s method " rst the -'ass bea%er sho$'d be (reheated by r$nn n- t $nder

hot water. Then ($t n the amo$nt o" med $m to " ne -ro$nd co""ee needed addwater heated @$st o"" the bo ' and st r. Bet the co""ee stee( "or three to "o$r

m n$tes and st r a-a n. F na''y ($t the ' d)('$n-er a((arat$s on the bea%er and

($sh the ('$n-er down -ent'y as "ar as t w '' -o.

Th s method may so$nd com('e b$t tJs rea''y s m('e. G'ease %ee( n m nd that

the co""ee $sed n th s method cannot be -ro$nd too " ne. I" -ro$nd !ery " ne the

('$n-er w '' tend to @am.

Espresso:

The dea beh nd es(resso s to e tract ma m$m "'a!or o$t o" the -r nd $s n-

m n m$m water. Th s can on'y be accom(' shed at "a r'y h -h 'e!e's o" (ress$re.

I" yo$ are cons der n- ($rchas n- an es(resso mach ne be ad! sed that as w th

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a'most e!eryth n- yo$ -et what yo$ (ay "or. Bower (r ced mach nes -enera''y

ha!e 'ower 'e!e's o" (ress$re and w '' not be ab'e to (rod$ce the same ca' ber o"

be!era-e. One way to -a$-e a mach neJs re'at !e e tract on ab ' t es s to seehow " ne a -r nd t can hand'e. /n o(t ma' mach ne sho$'d be ab'e to (rod$ce a

one to one and one)ha'" o$nce ($'' o" es(resso n e -hteen to twenty)three

seconds when $s n- a !ery " ne -r nd. /'tho$-h yo$ can ad@$st the -r nd to

wor% o(t ma''y "or any mach ne yo$ m$st remember that beca$se o" the short

brew n- t me the coarser the -r nd s the 'ess "'a!or w '' be e tracted. Choose

yo$r es(resso mach ne care"$''yK

=ere are some t (s that w '' he'( (rod$ce the best res$'ts. The co""ee m$st be

" ne'y -ro$nd as " ne as yo$r es(resso mach ne w '' a''ow. The -ro$nds sho$'d

be t -ht'y (ac%ed n the -r$((a or meta' " 'ter c$(. Th s s where most (eo('e

ha!e tro$b'e " the -ro$nds are too t -ht'y (ac%ed the water w '' not be ab'e to

-et thro$-h (ro(er'y (rod$c n- a b tter b$rned tast n- ($''. I" the -ro$nds are

too 'oose'y (ac%ed yo$ w '' -et a watery wea% tast n- ($''. To -et t r -ht yo$may ha!e to e (er ment a ' tt'e. 8onJt try to ($'' more than the standard one to

one and one)ha'" o$nce o" brew "rom the -ro$ndsP o!ere tracted es(resso tends

to be wea% and b tter tast n-.

Stove Top Espresso:

Th s s m('e $n t wor%s on the same bas c steam (ress$re (r nc ('e as the

standard es(resso mach ne b$t does not (rod$ce $ te the same ca' ber o" brew.

These $n ts do (rod$ce a hearty tr ('e)stren-th brew that s com(arab'e to the

'ower)end home es(resso mach nes b$t at a m$ch 'ower (r ce.

The #to!e To( Es(resso (ot cons sts o" two ( eces that screw to-ether w th a

" 'ter chamber n the m dd'e. Or - na''y these $n ts were made "rom a'$m n $m

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and tended to add an $n('easant taste to the co""ee. ewer $n ts can be "o$nd

that are made "rom sta n'ess stee' that do not ta nt the co""ee.

To ma%e a brew w th th s $n t " rst " '' the base w th water $( to tJs sa"ety

!a'!e. F '' the " 'ter chamber w th " ne'y -ro$nd co""ee do not (ac% t down.

G'ace the " 'ter chamber n the base and screw the to( on t -ht'y. G'ace the (ot

on the heat. When the co""ee starts to (o$r o$t o" the stem n the to( red$ce the

heat to 'ow. When yo$ hear a -$r-' n- no se a'' o" the water s o$t o" the base.

>emo!e t "rom the heat and wa t "or the co""ee to sto( (o$r n- "rom the stem.

These $n ts ha!e a r$bber -as%et that w '' need to be re('aced "rom t me to t me

and remember not to 'ea!e the (ot on the heat a"ter a'' o" the water s -one "rom

the base.

Storing Your Coffee:

/s ment oned ear' er co""ee beans tend to 'ose the r "'a!or rather $ c%'y and

e!en "aster a"ter be n- -ro$nd. th s s es(ec a''y tr$e " ste(s are not ta%en to

(reser!e that "'a!or. The " rst ste( that yo$ can ta%e to (reser!e yo$r co""eeJs

"'a!or s to %ee( t who'e bean $nt ' needed. I" yo$ do not a'ready ha!e one

($rchase a -r nder "or yo$r co""ee. The second ste( s to %ee( yo$r co""ee n a

sea'ed conta ner that (re!ents the co""ee "rom be n- e (osed to the s$rro$nd n-

a r.

/nother cons derat on s the 'en-th o" t me that the co""ee needs to be stored. I"

yo$ w '' $se the co""ee yo$ ha!e w th n two wee%s then %ee( n- t n a sea'ed

conta ner n a coo' c$(board s " ne. I" yo$ need to %ee( yo$r co""ee 'on-er than

two wee%s then %ee( t n a sea'ed conta ner n yo$r "ree er. When %ee( n-

co""ee n the "ree er ta%e o$t on'y the amo$nt yo$ are -o n- to $se and ($t the

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rema nder bac% nto the "ree er mmed ate'y. Co""ee %e(t n the "ree er w '' 'ast

a month or more.

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COFFEE

/"ter cr$de o ' co""ee s the 'ar-est traded commod ty n the wor'd. e n- an

a-r c$'t$ra' commod ty t s e (osed to !a-ar es o" weather wh ch a""ects ts

(r ces. ra ' and Co'$mb a are to( two co""ee (rod$cers n the wor'd. They

acco$nt "or more than 40Q o" the tota' wor'd (rod$ce wh 'e Ind aJs contr b$t on

s @$st 4.1Q.

In Ind a co""ee c$'t !at on s 'ar-e'y con" ned to the h ''y re- ons o" the so$thern

states o" :arnata%a Tam ' ad$ and :era'a. :arnata%a acco$nts "or 53 (ercent

o" the ('anted area &59 (ercent ('anted to /rab ca 41 (ercent to >ob$sta* wh 'e

>ob$sta s dom nant n :era'a &wh ch has 2A (ercent o" ('anted area*. In Tam '

ad$ howe!er the cro( s ma@or'y o" /rab ca &wh ch has 11 (ercent o" ('anted

area*.


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Ye"' m! K(

1970)71 110.2

1971)72 A.9

1972)73 91.1

1973)74 A .4

1974)75 92.5

1975)7 A4.0

197 )77 102.2

1977)7A 125.1

197A)79 110.5

1979)A0 149.A

19A0)A1 11A.

19A1)A2 150.0

19A2)A3 130.0

19A3)A4 105.0

19A4)A5 195.0

19A5)A 122.3

19A )A7 192.3

19A7)AA 123.0

19AA)A9 215.0

19A9)90 11A.0

1990)91 170.0

1991)92 20A.0

1992)93 1 9.4

1993)94 20A.0

1994)95 1A0.0

1995)9 223.0

199 )97 205.01997)9A 22A.0

199A)99 230.0

1999)00 R 292.0

2000)01&T* 29 .7

* Initial estimates

T = Target Figure

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COFFEE


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T '' recent'y the Co""ee oard d rected co""ee sa'es n Ind a. Co""ee -rowers

w th a tota' co""ee c$'t !at on area o" abo!e 10 hectares were re $ red to se'' a

m n m$m o" 30Q o" the r (rod$ct on to the Co""ee oard. Th s $ota system

has now been abo' shed to enco$ra-e e (orts and now -rowers can e (ort

100Q o" the r (rod$ce.

8omest c demand "or co""ee has sta-nated at aro$nd 0000 tons (er ann$m n

the 'ast "ew years. In "act t has dec' ned o!er a ten)year (er od. In s( te o" an

ncrease n ($rchas n- (ower and en'ar-ement o" the be!era-es mar%et the

co""ee cons$m(t on shows a downtrend. Th s has been ma n'y on acco$nt o"

r s n- co""ee (r ces wh ch has 'ed to sh "t n cons$m(t on trend towards chea(er

be!era-e tea. es des 'ower ad!ert s n- and med a s$((ort ha!e a'so %e(t

awareness 'e!e's 'ow.

E-)o't$

On'y one " "th o" the co""ee (rod$ced n Ind a e!ery year s cons$med n the

domest c mar%ets wh 'e rest o" t s e (orted.


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1973)74 4 0

1974)75 514

1975)7 7

197 )77 12 0

1977)7A 1944

197A)79 1440

1979)A0 1 33

19A0)A1 2147

19A1)A2 14 3

19A2)A3 1A71

19A3)A4 1A17

19A4)A5 2102

19A5)A 2734

19A )A7 29 7

19A7)AA 2 1

19AA)A9 2935

19A9)90 3471

1990)91 2522

1991)92 3321

#a$or mar%ets for Coffee Exports !value terms"

!&ll figures in 's mn "

Im(ort n- co$ntry 1992)93 1993)94 1994)95 1995)9 199 )97 1997)9A 199A)99 1999)00 R

e'- $m 17.9 71. 117.5 301.0 3 .3 5A5.A AA4.0 9 1.9Canada 12.5 134.A 133.5 20A.9 111.4 229.7 239.9 219.3

C ech >e($b' c 192.2 504.7 202.1 449.7 25A.7 13 .3 140.0 93.

ermany 524.0 12A2.3 1907. 125 .7 1A 7.1 2 77.3 2471.9 233 .5

reece 23.9 54.0 104.7 2 3.3 15A.2 294.7 2 A.4 1A1.

Ita'y 4A9.3 44.2 1A02.7 2040.1 2013.5 2391.3 2595.3 25A4.5

a(an 1A2.2 197.5 54.7 A95.2 93.2 A11.5 570. 33A.1

ether'ands 3.4 3.5 A3.2 112.4 339.2 529. 4A .1 703.5

Go'and 291. 1A1.1 455.7 A44.1 517.2 371.A 511.9 715.1

Gort$-a' 34.5 2.2 1A5.9 11A.4 124.1 14A.4 154.0 271.5

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>$ss an Federat on 945.9 A1.9 1759.2 4 2 .7 4390.3 4195.0 3351.0 3 1.2

#'o!en a 20.3 9.1 1A7. 1A3.A 177.9 357.A 4A4.2 215.0

#(a n 12.5 101.4 1A2.7 174.2 305.3 509. 797.5 921.9

Nn ted : n-dom A.4 5 .9 129.0 2A.A 5.4 1.5 100.0 121.5

N#/ 209.2 399.2 1119.7 1279.5 1072.2 1414.0 1373.5 1117.

Others 243. 11A5.A 321.0 442.1 249.5 3A3.2 34.5 10.2

Tota' 3A13.1 5A 9.9 109 3.3 15271. 14 70.A 17075.9 17515.3 1A3A0.5

initial estimates

#a$or mar%ets for In ian coffee exports !volume terms"

!&ll figures in mn (gs"

Im(ort n- co$ntry 1992)93 1993)94 1994)95 1995)9 199 )97 1997)9A 199A)99 1999)00 R

e'- $m 0. 1.7 2.0 3.A 4. 7.1 12.0 14.

Canada 0.4 3.7 1.3 3.0 1.7 2.7 3.3 3.A

C ech >e($b' c 5.9 12.4 2.5 5. 3.7 1.5 1.9 1.A

ermany 17.9 31.4 27. 15.4 21. 27.2 32.4 32.7

reece 0.9 1. 1.4 3.3 2. 4.0 3.A 3.Ita'y 1 .1 17.2 24.3 25.0 2 .A 29.1 33.5 3 .A

a(an 5. 4.A .7 10.3 A.9 .9 .0 4.5

ether'ands 0.1 1.4 1.3 1.2 2.A . . .2

Go'and .1 3.5 5.1 10.9 7. 3.5 . 11.9

Gort$-a' 1.3 1.A 2.0 1.5 1.9 2.0 2.0 3.

>$ss an Federat on 2 . 1 .0 1A.A 40. 4A.1 35.2 2A.4 32.A

#'o!en a 0.7 2.0 2. 2.3 2.9 5.7 7.4 4.3

#(a n 0.4 2. 2.4 2.2 4.1 5.A 10.7 15.4

Nn ted : n-dom 0.2 1.2 1.7 0.4 1.0 0.5 1.4 2.0

N#/ 7.2 11.1 13.7 17.0 1 .3 1 .5 1A.9 1 .3

Tota' 113. 13 .7 137.4 171.0 1A1.3 179.1 211. 233.5

* initial estimates

In 1999)00 Ita'y emer-ed as the b --est m(orter o" Ind an co""ee and th s

he'(ed the Ind an nd$stry to t de o!er the 'osses n N# mar%et where the sa'es

dro((ed to 1 .3 mn :-s.

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Co!$.me' +"/it$ "! )'"#ti#e$

/bo$t three)"o$rth o" co""ee (rod$ced s cons$med n the so$thern (art o" the

co$ntry. Cons$m(t on n the east west and north acco$nt "or an ns -n " cant

(art o" co""ee (owder cons$m(t on.

Ger ca( ta cons$m(t on o" co""ee n Ind a s 55 -ms. In so$thern re- on the

co""ee cons$m(t on s 240 -ms (er ca( ta com(ared to on'y 4)5 -ms n northern

re- on. In north Ind a (er ca( ta co""ee cons$m(t on s one c$( n a who'e year.

F 'ter co""ee has been a (art o" trad t on and c$'t$re o" so$th Ind a. It s

ncon!en ent to brew " 'ter co""ee wh ch s 'ess (o($'ar n tea dr n% n- northern

re- ons.

G$re nstant co""ee s ma n'y cons$med n north Ind a. /'so $rban cons$mers

who are not da 'y dr n%ers o" co""ee (re"er ($re nstant co""ee.

There s a reasonab'e de-ree o" (r ce sens t ! ty and cons$mer sw tch to other

be!era-es s$ch as ch cory b'end co""ee and e!en tea.

Co!$.me' "*"'e!e$$ "! )e!et'"tio!

IIMC, 2002 AD & PR

(18)

COFFEE


19/51

In com(ar son to tea (enetrat on o" co""ee s s -n " cant'y 'ow at A.AQ at a''

Ind a 'e!e' and co""ee (enetrat on s re'at !e'y h -h at 17.1Q n $rban areas

com(ared to on'y 5. Q n r$ra' areas. The r$ra' (enetrat on s re(resented byso$th Ind a. In other (arts o" r$ra' Ind a (enetrat on s ne-' - b'e.

Ger ca( ta cons$m(t on o" co""ee s 7 %- n ermany and 11 %- n #w t er'and.

Ger ca( ta cons$m(t on n orth Ind a s a mere 4 -m as com(ared to 240 -m n

#o$th Ind a. :arnata%a Tam ' ad$ :era'a and /ndhra Gradesh are the ma@or

co""ee cons$m n- states n Ind a. The (resent a!era-e (er ca( ta cons$m(t on s

est mated to be 55 -m (a

M"'0et $i1e "! ('o*t+

8omest c co""ee o$t($t s e (ected to to$ch 2 92 000 tonnes n 1999)00. Co""ee

cons$m(t on has been r s n- at 2Q (a.Tho$-h there was some dro( n

cons$m(t on d$e to stee( r se n co""ee (r ces and d$e to sh "t n cons$mer

(re"erence towards carbonated dr n%s n the mar%et. $t dro( n domest c (r ces

&d$e to dro( n nternat ona' (r ces* co$('ed w th ntrod$ct on o" sma''er (ac%s

and em(has s on co""ee)ch cory m has 'ed to ncrease n cons$m(t on o"

co""ee n the co$ntry. The branded co""ee mar%et &(rem $m as we'' as b'ended

se-ments* s -row n- at a "aster (ace aro$nd )7Q (a n !o'$me terms. O" the

tota' o$t($t on'y 1A)19Q &amo$nt n- to 52:)55: tonnes* s cons$med n thedomest c mar%et and rest a'' s e (orted. The co""ee cons$m(t on has sta-nated

o!er (ast 2)3 years ow n- to abo!e ment oned "actors.

In order to boost the co""ee cons$m(t on the co""ee nd$stry has started

em(has n- on three channe's o" d str b$t on name'y Ca"e cha ns !end n-

mach nes and ready to dr n% (rod$cts. wh 'e the nd$stry e (ects !end n-

IIMC, 2002 AD & PR

(19)

COFFEE


20/51

mach ne to contr b$te 45Q o" the !o'$me "o''owed by ca"e cha ns w th 40Q o"

the cons$m(t on mar%et.

Co""ee mar%et can be se-mented as nstant and " 'ter co""ee. F 'ter co""ee can

"$rther be se-mented nto ($re and ch cory b'end. The domest c nstant co""ee

mar%et a"ter e (er enc n- hea'thy -rowth n ear'y n net es has seen sa'es

!o'$me d ( drast ca''y d$e to stee( ncrease n (r ces. There s a reasonab'e

de-ree o" (r ce sens t ! ty and cons$mer sw tch to other be!era-es s$ch as

ch cory b'end co""ee and e!en tea.

M"2o' ) "3e'$

F 'ter co""ee mar%et s h -h'y "ra-mented and dom nated by the $nor-an ed

sector. There are some 00 brands o" " 'ter co""ee a!a 'ab'e n the so$thernstates a'one.

Instant Pure:

)escafe dom nates the 1 700 ton ($re nstant co""ee se-ment. )escafe

contro''ed a'most 100Q o" th s se-ment t '' Consco"eJs Tata Caf bro%e ts

mono(o'y. Consco"e s a s$bs d ary o" Tata Tea wh ch has now been se(arated

nto a se(arate com(any Conso' dated Co""ee. Tata Caf was 'a$nched at

s -n " cant d sco$nt to the 'ead n- brand and has mana-ed to -arner s -n " cant

mar%et share. Other com(et n- brands are 'ich &=BB* and+ol Cafe &Indana*.

>ecent'y est'e has 'a$nched other !ar ants o" esca"e esca"e o'd to

conso' date ts (os t on n the mar%et. Tata Ca"e has -a ned mar%et n so$thern

Ind a b$t has "a 'ed to ma%e any ma@or m(act n northern mar%ets.

IIMC, 2002 AD & PR

(20)

COFFEE


21/51

Instant chicor,:

Th s se-ment acco$nts "or 70Q o" nstant co""ee !o'$mes. roo%e ondJs -ru s

the mar%et 'eader w th a 4AQ mar%et share "o''owed by est'e esca"eJs

#unrise &2 !ar ants ! Sunrise Premium and Sunrise Extra * w th 43Q mar%et

share. Other brands n the se-ment are =BBJs Tripti and Consco"eJs Tata (appi

Filter Chicor,.

IIMC, 2002 AD & PR

(21)

COFFEE


22/51

Filter chicory blend:


23/51

(ro(ort onate decrease n co""ee cons$m(t on. Com(an es w th stron- brand

ma-e and s -n " cant bac%ward nte-rat on w '' be at an ad!anta-e to

stren-then mar%et share.

W th -'oba' e cess (rod$ct on d$r n- the year and a'so d$e to h$-e carry o!er

stoc%s "rom (re! o$s year the (r ces ha!e crashed to A year 'ows. Tho$-h the

/CGC has as%ed ts members nat ons to m('ement co""ee retent on ('an n

order to boost the (r ces b$t ts e""ect !eness s yet to be seen. Tho$-h most o"

the 'ead n- co""ee (rod$cers ha!e a-reed to the ('an b$t the ('an has yet to

(rod$ce any (os t !e res$'ts.

COFFEE IS NOW THE DRINK OF INDIA4S YOUNG ANDHAPPENING5

Co""ee has chan-ed 'oya't es. T me was when there were two ty(es o" co""ee

dr n%ers n the co$ntry. The ent re so$thern be't that wo$'d need the r

mandatory !at &c$(* o" co""ee be"ore they washed $( and ta'c$med "or the day

nc'$d n- the tem('e (r ests who o(ened the r eyes at .30 n the morn n- or

ear' er to the aroma o" "resh'y -ro$nd co""ee. The other !ar ety was the bearded

shabby nte''ect$a's who ta'%ed abo$t the tota' re!o'$t on be"ore 'a' Cheen &red

Ch na* came and stormed o$r "ront ers.

Gerha(s the two were not se(arate :era'a be n- one o" the two


24/51

st$c% to !ar o$s !ar et es o" the tea that Ind a s "amo$s "or as d d most o" the

(ro'etar at.

The or - na' @ho'a)c'ad nte''ect$a's o" the co$ntry ado(ted the brew when they

heard the dr$-- n- ca'' o" Swor%ers o" the wor'd $n te., Goor art sts str$--' n-

theatrewa'as wo$'d)be wr ters a'' "ed the r dreams on a c$((a.

One reason was that co""ee % ''s h$n-er and we ne!er had any money. In "act I

remember that most o" my (oc%ets $sed to be torn. $t t wasn,t someth n- to be ashamed o". It was "ash onab'e to be (oor D says an nter! ewee as h s w "e

nods em(hat ca''y n the bac%-ro$nd. #he adds We were rea''y dea' st c. We

marr ed "or 'o!e and beca$se we both had s m 'ar dea's. Then we both $sed to

star!e beca$se we ne!er tho$-ht o" m$ndane matters ' %e a @obK We $sed to

meet "r ends at the sta'' near o$r ho$se n 8e'h . /nd the anna $sed to - !e $s

cred t.D

W th a 'oya' and needy c' ente'e s$ch as th s the ca"6s or co""ee ho$ses as they

were %nown as s(ro$ted n $n' %e'y areas. The o'dest one n ombay s Ca"6


25/51

/nd there are re-$'ars there too. The new -enerat on o" ($b ho((ers ' %e to end

the r e!en n- n the wee ho$rs o" the morn n- n a " !e star hote',s co""ee sho(.

G$b ho(( n- tse'" s a rather $ns 50 crore. Two th rds o" th s s "rom co""ee

and the rest "rom snac%s.

Bet,s "ace t co""ee c$'t$re s -row n-. What #tarb$c%s d d n /mer ca &b$ 'd a

recess on (roo" b$s ness by add n- the !a'$e o" Scons$m(t on en! ronment, to a

commod ty* these cha ns want to do t n Ind a.

IIMC, 2002 AD & PR

(25)

COFFEE


26/51

Cham(a-ne s "or ce'ebrat on and romance. Choco'ate s "or co$rtsh (&and

rec$(erat on*. Co""ee s "or "ran% and "ree con!ersat on. The be!era-e

st m$'ates the senses ' %e no other.

Co""ee sho(s are becom n- han-)o$ts "or co''e- ans want n- to d s('ay the r w t

and y$(( es want n- to do some b$s ness bra nstorm n-. E!erybody has read

stor es o" dotcoms be n- "o$nded and traded o!er c$(s o" co""ee at ca"es n

s ' con !a''ey. Then there are (eo('e who be' e!e that the creat !e @$ ces "'ow

on'y once the t e s 'oosened aro$nd the nec%. There aren,t many ('aces that yo$

can -o and re'a . I" yo$ want to meet somebody and don,t want to eat then yo$

-o to a co""ee sho( n a " !e)star wh ch s e (ens !e. ;o$ can -o to a

resta$rant wh ch s an eat n- ('ace. $t " yo$ @$st want to re'a and ta'%

ar sta +w %y,s etc are the ('aces where yo$ sha'' be.

O'der -enerat ons o" Ind ans are "am ' ar w th the co""ee board,s own Ind an

Co""ee =o$se cha n b$t these ha!e t$rned too decre( t to ser!e the ($r(ose any

more &more o!er they,re d' )dosa ho$ses rather than co""ee sho(s*. #ometh n-

was needed to " '' the !ac$$m.

Nn' %e the dar%ened bars that Ind a has -ot $sed to co""ee sho(s are br -ht and

cheer"$') and they "o''ow the nternat ona' standard o" "'oor)to)ce ' n- w ndow

"ronts so that (eo('e ne!er "ee' they are too "ar "rom the street.

Where contem('at on s as m$ch (art o" the men$ as ca(($c noD t stands to

reason that ! s tors w '' not be h$rr ed o$t once the b ''s ha!e been (a d and t (s

co''ected. We'' th s s the (rom se made by o$r !ery own des !ers ons o"

#tarb$c%s. These ca"6 are the ('aces where (eo('e can "ree the r m nds

e chan-e deas catch the 'atest m$s c ! deo &or cr c%et score* on a T screen

IIMC, 2002 AD & PR

(26)

COFFEE


27/51

('ay scrabb'e browse thro$-h ma-a nes s "t thro$-h -reet n- cards ' sten to

some coo' m$s c and maybe ( c% $( att t$de 'aden merchand se ' %e ca(s T)

sh rts or a m$- or two. /nd o" co$rse ha!e some co""ee.


28/51

on the roc%sK From caa( &as (rono$nced n the #o$th o" Ind a* to co""ee co""ee

now stradd'es two d ""erent -enerat ons.

IIMC, 2002 AD & PR

(28)

COFFEE


29/51

CURRENT MARKET SCENARIO

M"2o' ) "3e'$6

ar sta

+w %y,s

Ca"6 Co""ee 8ay &/ma'-amated ean Co""ee*

Ca"6 esca"e & est'e*


30/51

COOL ALLIANCE

Tata Co""ee and ar sta @o n hands to "orm /s a,s 'ead n- conso' dated co""ee

('ayer.

Tata Co""ee /s a,s 'ead n- co""ee com(any and a s$bs d ary o" Tata Tea)

anno$nced an a'' cash dea' o" rs.2 crore "or an e $ ty sta%e o" 34.3 (er cent n

ar sta Co""ee. The two @o ned hands to "orm /s a,s 'ead n- conso' dated

co""ee ('ayer as >.:. :r shna :$mar cha rman Tata Co""ee B m ted ($ts t.

Th s strate- c a'' ance accord n- to a! 8eo' mana- n- d rector ar sta Co""ee Com(any B m ted

w '' enab'e the two to 'e!era-e each other,s stren-ths n a mar%et that has b -

-rowth (otent a' not on'y n Ind a b$t a'so n the -'oba' mar%et.

Tata Co""ee has the 'ar-est co""ee ('antat on w th roast n- and reta ' n-"ac ' t es says 8eo'. ery "ew com(an es ha!e h s % nd o" nte-rat on. W th

th s ac $ s t on Tata Co""ee has enab'ed ar sta,s e $ ty base -row by 5.2

m '' on shares. The a'' ance conso' dates Tata Co""ee,s (ost on n the branded

se-ment and "ort " es ar sta,s 'eadersh ( and the two now "orm /s a,s 'ead n-

conso' dated co""ee ('ayer. W th ts ear'y)mo!er ad!anta-e ar sta (ro! des a

stron- ('at"orm n the co""ee reta ' se-ment. Wh ch comb ned w th the nherent

stren-ths o" Tata Co""ee - !es the com(any a $n $e com(et t !e ad!anta-eadds /shra"".

#ays 8eo' The assoc at on w th Tata Co""ee wo$'d stren-then the d str b$t on

networ% "$rther (ro! d n- $s w th o((ort$n t es n the hos( ta' ty a r' ne

cater n- and other a'' ed b$s nesses. Th s a'' ance w '' now res$'t n bac%ward

and "orward nte-rat on o" the co""ee b$s ness w th ar sta and Tata Co""ee

IIMC, 2002 AD & PR

(30)

COFFEE


31/51

o""er n- a new conce(t n Ind a "rom bean to c$(. Th s s an e c t n- new

o((ort$n ty "or both com(an es says :$mar. I see here the emer-ence o" a

new ent ty n the co""ee nd$stry w th $n $e stren-ths that w '' enab'e $s toach e!e mar%et 'eadersh ( not on'y n Ind a b$t -'oba''y. The ca( ta' n"$s on

by Tata Co""ee w '' enab'e ar sta wh ch has 3A Es(resso bars n se!en c t es

s nce ts 'a$nch at 8e'h n Febr$ary 'ast year to set $( bars abroad. ar sta had

a (a d)$( e $ ty ca( ta' o" >s.10 crore (r or to the ac $ s t on. It has now r sen

to >s. 15 crore w th "resh shares ss$ed to Tata Co""ee. The enter(r se !a'$e o"

the " rm s 'ess than >s. 100 crore. Th s strate- c transact on was s(earheaded

by >abo Ind a F nance Gr !ate B m ted >ana :a(oor mana- n- d rector >abo

F nane says The transact on w '' res$'t n cons derab'e !a'$e creat on. The

comb ned stren-th o" Tata Co""ee and ar sta w '' - !e an m(et$s to the

-row n- co""ee)dr n% n- c$'t$re n Ind a as n the N# and n some /s an and

E$ro(ean co$ntr es.

The Tata Co""ee Btd. act ! t es ran-e "rom -row n- and c$r n- o" co""ee to theman$"act$re and mar%et n- o" !a'$e)added co""ee (rod$cts nc'$d n- nstant

co""ee. The " rm owns abo$t 15 (er cent o" Ind a,s co""ee)c$r n- ca(ac ty and

e (orts 5 (er cent o" the co""ee -rown on ts estates. $t the com(any no

'on-er wants to be a commod ty com(any a'one. #ays /shra"" y be n- a

commod ty com(any we were ns$'at n- o$rse'!es "rom the wor'd. y -ett n-

nto th s a'' ance we w ''now be 'oo% n- at a !ert ca' -rowth. #ays :$mar

The mandae s to mo!e away "rom commod t es and now we wo$'d be 'oo% n-

at other se-ments that ha!e the 'ayers s$ch as ar sta. /nd to -row n new

mar%et se-ments we wo$'d not be a!erse to ma% n- ac $ s t ons.

W th a three 'a%h cons$mer base ar sta a ms to ha!e 7 Es(resso bars n 12

c t es by


32/51

e (ans on abroad to co$ntr es s$ch as


33/51

THE HOT HOUSE

The " rst th n- that yo$ w '' not ce abo$t ar sta,s o$t'et des -n&(rototy(e done

by 8e'h )based Inc$b$s* s the steam n-)c$( 'o-o and oran-e co'o$r scheme.

#te( n. sa!o$r the e'e-ant cedar)wood "$rn t$re. >o$nd tab'es w th woodseat

cha rs that wo$'d s$ t 'ean)"orward cons$m(t on rather than 'a d bac%.

#ett'e n. There s more to en-a-e the senses the m$s c and sme'' o" co""ee

s$rro$nded by the " re)"'ame -'ow o" the wa''s &and ( ''ars*. The attem(t here s

to str %e a " ne ba'ance between Scontem(orary, and "r end'y ne -hbo$rhood

('ace.

The dea here s to "or the bar sta to str %e a "ree whee' n- ra((ort w th the

c$stomer. $t t m -ht ta%e some t me be"ore the system (rod$ces a bartendero" the stat$re o" >oberto # mone at the -rand,s bar at < 'an Ita'y whose

c$stomers

The nter or des -n a'so ser!es the ($r(ose o" brand comm$n cat on. The ca"6,s

o(erat n- (r nc ('es s(e't o$t on (osters are n ce and w tty. #am('e th s one at

the bar

S In the ol a,s1 to get a cup of coffee ,ou2 have to smuggle 0eans from

&ra0ia at the ris% o" death. ow a'' yo$ need to sett'e "or s se'")ser! ce.,

IIMC, 2002 AD & PR

(33)

COFFEE


34/51

The re"erence s to the story o" the med !a' tra!e''er aba $dan who

sm$--'ed beans to %arnata%a and started Ind a,s " rst ('antat on n Ch %ma-'$r.

Or try th s other wa'' (oster

3Drugs.'acism. 4utsi e foo . 5ust some of the things 6e2re strongl, against.2

The o$t'et a'so has a scrabb'e board&"or some word)' n% "$n* T screens&w th

m$s c ! deos* a messa-e board&"or those two)and)a)ha'" 'etter sweet noth n-s*

news(a(er rac% and yes e!en a -$ tar.

That co""ee s a (art o" a ' "esty'e) n)the)"ast)'ane has not chan-ed. That s the

strate-y that ar sta has ado(ted too.


35/51

other ('ace b$t here I can wa t read a ma-a ne and @$st be D says /!ant %a

who (atron ses ar sta at 8e'h ,s $(mar%et #o$th E .

When =yderabad t$rned nto Cyberabad or Ind a,s In"ormat on Techno'o-y

hot one one o" the " rst ('aces to chan-e was the teat me dr n%. The cha )c ty

was trans"ormed nto an a'' t me co""ee one w th the an-a'ore cha n Ca"6

Co""ee 8ay and Chenna cha n +w %y,s. They are reasonab'y (r ced w th

re-$'ar hot co""ees ran- n- between >s 10 and >s 20 and nternat ona' brews

between >s 1A and >s 30.

Co""ee 8ay o(ened n an-a'ore and e (anded to n ne branches. /nd the ('ace

(rom ses m$ch more than co""ee. ;o$ can b$y C8s T)sh rts "$n%y w n-s and

ca(s. /n Es(resso a''ery showcases the ta'ent o" yo$n- art sts.

+w %y,s n #ec$nderabad has a be'' that yo$ can r n- " yo$ want to say I had

"$n.D They a'so ha!e boo%s ma-a nes news(a(ers cards en$%a asanth and ha!esh #hah ra!,s

yo$n-er brother and mana-er o" the ('ace created the ca"6 as a meet n- (o nt. /

'ar-e not ce board anno$nces the 'atest ha((en n-s n Chenna and there are

e!en s -nat$re cam(a -ns "or !ar o$s ss$es. The tab'emats ha!e crosswords to

so'!e and there s d s('ay o" boo%s "or sa'e. SCo""eeV, o""ers boo%s ('ay and

IIMC, 2002 AD & PR

(35)

COFFEE


36/51

(oetry read n-s by amate$rs and m$s c by 'oca' bands.

/nd the co""ee tse'"V

ar staJs s$(remacy o!er 8e'h Js co""ee dr n%ers w '' de" n te'y be cha''en-ed

b$t "or starters -ht now we share the common nterest to n"orm 8e'h tes that

co""ee ('aces are here to stay. We o"ten wor% to-ether and e chan-e notes.

Com(et t on w '' come 'ater.JJ

=owe!er both the conce(t are ent re'y d ""erent. The atmos(here that each

o""ers s d ""erent )) wh 'e +w %yJs s bo stero$s no sy and 'o$dJJ ar sta

co$'d be ca''ed $ etJ.

In short ar sta has the ( oneer ad!anta-e t '' now b$t as the mar%et sett'es andthe com(et t on -ets to$-her ar sta has to ma%e t,s core !a'$es .e.

E (er ence and co""ee more ! s b'e.

IIMC, 2002 AD & PR

(36)

COFFEE


37/51

QUESTIONNAIRE

!Surve, on rapi emergence of Coffee culture in Delhi"

ame

/-e

Te'. o.

Ema ' d

s. 10 000)25 000

b* >s.25 000)40 000

c* >s.40 000U

Occ$(at on

&a* #t$dents &b* #e'")em('oyed

&c* #er! ce &d* Gro"ess ona'

+1. =ow o"ten do yo$ ! s t co""ee ($bsXbarsV

+2. Why do yo$ ! s t these co""ee ($bsXbarsV &T c% any one*

. 8r n% co""ee

. #(end t me w th "r ends

. B %e the amb ence o" the ('ace

!. Con!en ent meet n- ('ace &b$s nessX(ersona'*

!. It,s cc-' and ha((en n-

IIMC, 2002 AD & PR

(37)

COFFEE


38/51

! . #(end t me w th "am 'y

! . Others &('ease s(ec "y*

+3. What are the cr ter a "or choos n- a co""ee ($bXbarsV &arran-e n order o"

m(ortance*

Gr ce

Taste o" co""ee

#er! ce

/mb ence

Bocat on

Ear' er e (er ence

Word o" mo$th

E c'$s ! ty

Why ha!e yo$ ran%ed YYYYYYY as the most m(ortant (arameterV

+4. Wh ch s the " rst brand that comes to yo$r m nd when yo$ th n% o" co""ee

($bsXbarsV

+5. Wh ch co""ee ($bXbar do yo$ "re $ent the mostV WhyV

+ . =ow o"ten do yo$ ! s t ar staV Is t an m($'seX('anned dec s onV

IIMC, 2002 AD & PR

(38)

COFFEE


39/51

+7. For what reasons do yo$ $s$a''y ! s t ar staV &>an% n order o"

m(ortance*

/mb ence

>an-e

Gr ce

Fee' -ood "actor

#er! ce

Others &('ease s(ec "y*

Why ha!e yo$ se'ected YYYYYYY as the most m(ortant cr ter aV

+A. What s the ar sta e (er ence ' %eV

+9.


40/51

. =e'("$'

!. Ind ""erent

!. +$ c%

! . #'ow

! . Others &('ease s(ec "y* ZZZZZZZ.

+12. G'ease ran% the "o''ow n- co""ee ($bs accord n- to the - !en (arameters.

&>an% n- 1)5P 1 [ h -hest*

ar sta +w %ys Ca"6 Co""ee

8ays

Ca"6

esca"e


41/51

+13. G'ease rate the brands on an o!era'' bas s. &1)5P 1[ h -hest*

ar sta +w %y,s Ca"6

co""ee

days

Ca"6

esca"e


42/51

RESEARCH OB%ECTI7E6

Barista as a coffee pub brand

Visit considerations

C'ite'i" fo' #+oo$i!( #offee )./$

TOMA 8 To) Of Mi! A*"'e!e$$

B'"! )e'#e)tio!$ 'e("' i!( &"'io.$ #offee )./ /'"! $

IIMC, 2002 AD & PR

(42)

COFFEE


43/51

RESEARCH METHO O!O"#

Dipstic% con ucte 7 8ualitative an 8uantitative in nature.

#em )str$ct$red $est onna res

#am('e # e 50&2A men 22 women*

15 st$dentsP 35 wor% n-

1A)25 19 25)35 19 35U 12

Cr ter a "or se'ect on at'east ! s ted 3 co""ee ($b brands

/reas co!ered Centra' and #o$th 8e'h

IIMC, 2002 AD & PR

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COFFEE


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RESEARCH F$% $%"S

7i$it Co!$i e'"tio!$6

Im($'se It s the (r me mot !at n- "actor.

/ccess b ' ty Geo('e do not tra!e' a 'on-

d stance @$st to ha!e co""ee.

/mb ence Th s matters a 'ot. Co""ee w th co""ee ' teracy not !ery h -h

e!ery c$( s an e (er ence.

Gr ce Bast on most (eo('e,s m nd b$t

"or some t does matter.

A! i e" #offee )./ e-)e'ie!#e

a'$e "or money

E ce''ent co""ee&tasteX $a' ty*

ood atmos(here

/roma o" co""ee

reat "ood and ser! ce ood m$s c&the wa t sho$'d be worthwh 'e*

#(ac o$s we'' ' t and br -ht.

;o$ can be yo$rse'"D

G'ace where one can @$st s t and ta'% w tho$t -ett n- the "ee' n-)GBE/#E

BE/ ED

IIMC, 2002 AD & PR

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COFFEE


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Con!en ent'y 'ocated

To) of mi! "*"'e!e$$9i! $e:.e!#e;

ar sta

Ca"6 esca"e

+w %y,s

Ca"6 Co""ee 8ays


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ame d s' %ed by many

Don2t li%e the name. It remin s me of cheap american slang9

Caf Coffee Da,s:

ery new

Bow awareness 'e!e's

# venpic%:

Gerce !ed as an ce)cream o$t'et

E (ens !e

E c'$s !e

/ssoc ated w th sno0 value

;Ta%e me or leave me< I on2t care 9

IIMC, 2002 AD & PR

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COFFEE


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QUOTE UNQUOTE

'easons to go to coffee pu0s:

$n% n- and watch n- a cr c%et matchD

To ha!e "r end'y chats w th bar stas -ett n- news "rom h mD

Want to meet somebody and don,t want to eat then yo$ -o to ar staD

I "ee' sec$re wa t n- "or my boy"r end hereD

e n- e (ens !e t doesn,t cater to (r ce sens t !e se-mentD

=$mmZ.to ('ay -$ tarKD

I so'!e my maths $est ons hereD

ce ('ace to meet my net "r endsD

The amb ence n the co""ee ($b and the men$ ma%e t a (er"ect ('ace where

one can stay ('$--ed nto what,s ha((en n- n the mar%etD

IIMC, 2002 AD & PR

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COFFEE


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The d6cor the d s('ays ' -ht n- m$s c and the aroma o" "resh'y brewed

" 'ter co""ee a'' contr b$te to creat n- an atmos(here that re! ta' sesD

Co""ee s no 'on-er @$st a co""ee. ;o$ don,t @$st sa!o$r the dr n% b$t a'so

"'a!o$r the atmos(hereD

It,s comb nat on o" -ood co""ee a cas$a' amb ence and con!en ent 'ocat on

that draws me to a ($b a'most e!ery dayD

IIMC, 2002 AD & PR

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COFFEE


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These co""ee ($bs ha!e - !en b rth to a new c$'t$re. Th n% abo$t t co""ee has

s$dden'y become a ' "esty'e dr n%. It,s now coo' to be seen dr n% n- co""ee.

We,!e abandoned a'' o$r co""ee addas and cha sho(s where we dran% co""ee

and tea "or >s 2 D says eera@ another co''e-e st$dent. ow we (ay ten t mes

the (r ce to be at the co""ee ($bs. $t t,s worth t. These ('aces are so b ndaas

and coo'KD /nd then there,s /sh sh Cha%ra!arty who ns sted on ta% n- h s

(arents to one o" the co""ee ($bs the otherday. I co$'dn,t ta%e them to the other

($bs or d scos that are "$'' o" smo%e and a'coho' D says /sh sh. ow the who'e

"am 'y -oes o$t "or a co""ee dr !e a"ter d nner.D The on'y t me /sh sh re-retted

h s dec s on was when he b$m(ed nto h s (arents at ar sta 'ate one e!en n-.

=e was b$n% n- h s t$ t on c'ass and was w th h s - r'"r endK

So *+"t4$ !e* -ht now (eo('e are -ett n- $sed to the ('ace D says 8eo'&

brand coffee

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