The rapid rise of specialty coffee in India
5THWAVE - The Business of Coffee and Hospitality
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The Growth of the Indian Coffee Market
Coffee is still one of those aspirational things. People want to be seen in coffee shops because tea is the mainstream drink and tea is so cheap. Once you've made it, you've got all these tech jobs you hear about,. So there's plenty of people in tech jobs. And once they've made it into these jobs, their aspiration is to have coffee. Coffee is the middle class drink. If you take away a billion people who are probably not economically active enough to afford a cup of coffee, what's left is 400 million people who want to drink coffee.
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