India is at an exciting phase in its coffee cultivation journey. We are a coffee-producing country with internationally recognised growing regions, a robust café ecosystem and a young and aware consumer base open to brewing experimentation. Despite the positives, our per-capita consumption remains relatively low, which signals room for responsible growth. A 2026 industry assessment recorded India’s per-capita consumption at approximately 0.07 kg in 2023, compared with a global average of about 1.3 kg.
The next phase of growth should not be measured only by the number of cafés or new beverage formats. India must make specialty coffees more approachable to both domestic and international markets. At present, specialty coffee is an exclusive category largely understood only by experts. A consumer should be able to enjoy a well-made filter coffee, espresso, manual brew or cold brew without feeling that there is a correct answer they are expected to give.
People are travelling more, discovering coffee experiences in larger cities and then looking for the same quality back home. Social media has also played a huge role in making specialty coffee more accessible and less intimidating. Consumer preferences do vary. In metros, customers are generally comfortable experimenting with manual brews, lighter roasts and black coffee. In Tier II and III markets, milk-based beverages continue to be the starting point, but curiosity is growing rapidly. Once customers understand the story behind the bean or experience different brewing methods, they’re far more willing to explore. That’s a very encouraging sign because it tells us India’s coffee culture is becoming much broader and more inclusive.
If there’s one challenge every café owner talks about, it’s consistency. Serving the first coffee of the day is easy. Serving the hundredth cup with exactly the same quality is much harder. That’s where technology has made the biggest difference. Modern espresso machines provide exceptional temperature stability and extraction control, while precision grinders deliver remarkably consistent particle size. Features such as automatic milk texturing and programmable brew recipes also reduce variation without taking away the barista’s role.
Sustainability also extends beyond sourcing. Investing in durable equipment, reducing water and energy consumption, minimising wastage and training staff to work efficiently all contribute to running a more responsible café. Interestingly, many of these decisions also improve profitability over time. So rather than seeing sustainability and commercial viability as competing priorities, many café owners now recognise that they actually complement each other.
The pricing reflects every effort from preparing the soil to precisely using the equipment and also the skills of a farmer to a barista and not only the beverage served in the cup.
Transparency is what makes premium coffee credible. Having Rainforest Alliance and EUDR certifications helps us reach any part of the world with coffees that are transparent, sustainably grown and ethically sourced. These are also details that customers look for: where their coffee comes from, what environment it was grown in, why it tastes distinctive and how it has been produced. Having answers to these helps them make informed choices. Transparency and certifications build trust and support premiumisation.
Coffee tasting and sampling adds depth to this experience of reaching the customer. Once they help taste two coffees side by side and recognise differences in profile, acidity, body and finish, specialty coffee becomes less abstract.
Read the full story that first appeared in Spice Route Magazine’s August 206 issue here:
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