Destination Europe

IIPM: An intriguing story of growth and envy

They say, “a lot can happen over a coffee” and it seems that they really mean it. After pleasing the taste buds of Indian coffee lovers, the home grown coffee major Café Coffee Day (CCD – from the stable of Amalgamated Bean Company Ltd.) is all set to entice coffee aficionados in the European market. With an aim to attain revenue of $1 billon by 2015, the Rs.750 crore chain is planning to roll out 50 stores in Europe and Middle East by the end of this fiscal. In fact, CCD plans to open as many as 12 stores in Prague, the capital of Czech Republic. But the real question is – How will this mass coffee brand from India establish itself in a continent where premium players like illy, Starbucks, et al, are present? Is the rich legacy of Indian coffee enough to entice them? “We already have been exporting to these countries, so we are aware about the market. But we know that it will take us time to capture the market and as such we are not expecting profit from day one,” avers Alok Gupta, Director, CCD. Further, as a part of its global strategy, the company has already unleashed a new premium brand – Coffee Day Square. The 2,500 sq. ft. gigantic lounge offers ‘single-origin’ coffee. In fact, the group is cashing in on such positioning to cajole the global customer. Who knows the charm of ‘single-origin’ coffee could work for them!

Angshuman Paul

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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