Lessons learnt from a humble cup of coffee!
Debu Purkayastha
Creative Strategist. Problem Solver. Creating effective & measurable solutions. Building stories for Brands. Published Illustrator. Tech junkie. Multiple awards in several categories. Writer- Matsya Kaand on Amazon MX.
Once upon a time in the vibrant land of India, where the aroma of spices mingled with the melodies of street vendors, tea was hailed as the undisputed king of beverages. From bustling cities to serene villages, bus depots and railway stations, every nook and cranny echoed with the clinking of teacups and the aroma of the boiling brew. But amidst this tea-drinking fervor, a curious transformation began to brew. It all started in a small corner in the hills of South India, where a mischievous coffee bean decided to stage a rebellion against the reign of tea.
This coffee bean, tired of being overshadowed by his leafy counterpart; with a dash of caffeine-fueled determination and a sprinkle of roasted ambition, the bean set out to win over the hearts (and taste buds) of the Indian junta. First, he enlisted the help of Udipi restaurants. Their easy food and quick service took over most of the country's breakfast routine and ruled its palate!
The growing love for coffee was crafted by the perfect brew and the way it was served in a cup inverted into a flat bowl. Together, they ignited curiosity and tickled the tastebud across the nation, in steaming cups of freshly roasted coffee with a persuasive presentation pitch.
The journey across the nation took them from the Hills into every corner of India. Incidentally, Indian Coffee House was formed in the 1940s, but it stayed mostly under the radar, and no one really pushed coffee as a beverage! Then, came Café Coffee Day, who pioneered Cafes in India- in 1996. Slowly but surely, whispers of this newfound coffee craze began to spread like wildfire across the nation. Soon, coffee shops began popping up on every corner, offering various options. The once-dominant tea stalls found themselves facing stiff competition from these upstart cafes, their patrons tempted away by the promise of frothy, aromatic brews, a place to sit and some snacks as well. It became a meeting place for the youth! And chaii stopped being the cool beverage option, the one thing which made people sit and spend hours discussing various topics- from politics and how the country should be run to doomed love stories, to horrible bosses and general gossip! The unthinkable had happened: India, the land of tea-drinkers, had been swept up in a caffeine-fueled revolution, with coffee reigning supreme as the beverage of choice. International chains walked in made it hipper. Added Wi-Fi to their offerings and by then we were all addicted to our phones always hunting for places to connect to the world! Chaayos is probably one outlet that makes chaii drinking a café experience! I was part of the team that launched Starbucks India !
So what did chaii do wrong? It was easily available at various price points, from a few rupees to a few hundred. From mobile vendors to fine restaurants giving you an Indian or English tea drinking experience! The local vendor gave you the biscuit and toast with your cutting chaii a mat or rickety bench to sit on and cigarettes to accompany your local brew! It was part of local gossip sessions to raging debates on country building exercises!
Where was the problem? ?Chaii felt like it was not cool enough for it to get an outlet or chain of outlets. It already was present at every street corner. Chaii was simply not 'Cool enough'! Chaayos came too late. The foreign influence of a café culture seeped in though opening of the internet services and we watched more movies and serials than before. We got exposed to “Cool”. Meanwhile Chaii did not think it could get left behind and that complacency made them drop down from the king of beverages to fighting for their own crown!
What is café culture actually? Cafe culture is Socializing, whether it's catching up with friends, meeting colleagues, or going on dates. The relaxed atmosphere of cafes encourages conversation and connection.
Cafes provide a cozy and comfortable environment to unwind and take a break.
Coffee is a central element of cafe culture, with cafes often serving a variety of specialty coffees, teas, and other beverages. For food you usually get a selection of pastries, sandwiches, and savouries.
Most cafes are places where people who want to work or study in a more casual setting than a traditional office or library. With the availability of Wi-Fi and comfortable seating, cafes provide an alternative space for productivity.
Cafes often serve as hubs for artistic and intellectual communities, hosting events such as book readings, poetry nights, art exhibitions, and live music performances.
领英推荐
The Coffee Lesson I learnt:
If you are on top you have to keep innovating.
You cannot be complacent ever. The consumer is not forgiving and today they value experience over loyalty!
There needs to be a deep emotional connect and gratification for you to be holding onto a category.
Imagine a nation of chaii drinkers were silently moved to becoming coffee drinkers and no one noticed! The Tea Board did not have a wide vision for tea, it was treated as a commodity. To have another beverage eat into your marketspace is just the worst nighmare a marketer can face. They are still focussing on the growing of tea and not on the consumption of tea!
So, the next time you wake up and wonder if it is chaii or coffee, remember that there is nothing that a small brand or product can do or achieve! We all are giant killers only if we wish to take the giant on that lies dormant within!
?
Other reads:
Head of Marketing | Consumer Goods Marketing, Brand Management
1 年And the cafes stay ahead of the competition - having introduced chai lattes, masala tea and the like...