Coffee retail is a strange beast in India. Many have come, stayed, downsized. None have had it easy. Some—like consumer goods company Hindustan Unilever’s Bru World Cafe chain—even shut down. But Third Wave Coffee Roasters, headquartered in Bengaluru with 15 stores across three cities, believes it can beat the odds.
Let’s look at these odds.
Exhibit A: Cafe Coffee Day.
Third Wave wants to expand to 100 outlets by March 2021. The best coffee chain expansion story in India has been Bengaluru-based chain Cafe Coffee Day’s (CCD), which currently has over 1,200-1,300 cafes—notably 500 cafes down from 1,700 cafes in the year ended March 2019.