The growing specialty coffee culture in small-town northern India, pioneered by entrepreneurs like Harmanpreet Singh, marks a departure from the tea-dominated beverage landscape. As tastes evolve, local cafes are adapting by offering curated coffee experiences, though the journey comes with challenges.
Specialty Coffee Culture Thrives in Northern India
Specialty Coffee Culture Thrives in Northern India
The traditional tea-drinking regions of north India are witnessing a significant shift as specialty coffee shops gain traction among the youth and expatriates.
The once tea-dominated landscape of northern India is experiencing a remarkable evolution, with specialty coffee shops becoming increasingly popular among the youth and returning expatriates. Harmanpreet Singh's personal journey began in 2021, when he left his family bakery in Jalandhar to tap into this burgeoning coffee culture. Despite coffee's longstanding popularity in southern India, where it is typically served strong and frothy, Mr. Singh recognized the changing tide during the pandemic, prompting him to learn brewing methods in Bengaluru.
Armed with new knowledge, he launched Buland Café, which quickly expanded to 40 outlets in Jalandhar, attracting a crowd eager for a cozy spot to relax or work. With beans sourced from Karnataka's renowned plantations, Mr. Singh invested personally in training his staff to brew the ideal coffee. "It's a thriving scene," he observes, highlighting a growing appreciation for specialty coffee among north Indians who are now willing to invest more for personalized, high-quality brews.
The coffee revolution dates back to the 1900s with the emergence of Indian Coffee Houses, which served as cultural hubs. Today, however, the trend is leading smaller tier-two cities toward coffee culture, bolstered by remote working and socializing trends. Bharat Singhal, founder of Billi Hu Roasteries, notes that customers have become discerning about their coffee origins and quality.
Key statistics support this shift: a 2023 CRISIL report indicates that 44% of the Indian population consumes coffee, driven in part by home consumption but also by a surge in specialty coffee demand, particularly in small towns. Growth is evident, with subscription-based orders skyrocketing by 50% in just a year. Customers are moving towards advanced brewing methods like pour-over and espresso.
While India's coffee history is rich, a significant transformation initiated by economic reforms in the 1990s marked the rise of independent cafés catering to youthful crowds. The opening of Café Coffee Day in 1996 laid the foundation for the café culture, which soared further with Starbucks introducing global trends in 2012. However, current café owners recognize that social media plays a crucial role in shaping clientele expectations, where ambiance and photo-ops are just as critical as the coffee itself.
Entrepreneurs like Nishant Sinha from Lucknow are capitalizing on this trend, offering stylish environments alongside quality brews. Ludhiana’s Jatin Khurana draws on nostalgic flavors with inventive takes on classic coffee kinks. However, challenges follow growth; maintaining quality while controlling costs is a persistent hurdle for smaller establishments.
Neha Das and Nishant Ashish of The Eden’s café in Ranchi emphasize that success requires more than profit margins— dedicating themselves to local flavors and understanding their clientele is paramount. Despite the rewards, the road to establishing a profitable specialty coffee business in northern India is fraught with challenges and requires a commitment to quality and customer connection.
