Coffee consumption trends in South India are as complex as the coffee itself, is what I have understood over the last 6 years in the industry. Northern India is still, of course, a market waiting to be exploited and is already growing at 40%. Given the complexity of the brewing process and varied taste preferences of Indians, it will indeed be an interesting and fascinating challenge for us in the industry to drive growth and volumes in the next decade. Everyone in the value chain, from the planters,curers, roasters and of course the most recent entrant in the chain, the cafes, will play a role in the coffee revolution in India over the next decade. If only we can match the Tea consumption volumes, we will see a 10 times growth and will be importing 80% of our beans required! The opportunity is clearly there.
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