For coffee drinkers, it’s no longer just about enjoying a saffron and pistachio latte, but also being part of the coffee bean’s journey from farm to cup.

From hosting coffee tours to “make your own brew” tasting sessions, all while offering innovative products, new age coffee brands like Roastea, Blue Tokai, Barista and others create experiences to make coffee a “cool” drink.

“With a growing affinity for high-quality coffee, consumers are actively seeking out-of-home coffee experiences,” said Shivam Shahi, co-founder and COO of Blue Tokai, an Indian chain of coffee roasters and of specialty coffees, which opened its 100th store. This year.

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Blue Tokai recently collaborated with Royal Enfield for a three-day immersive road trip to the Eastern Ghats with 12 explorers and coffee enthusiasts, picking varieties of coffee plants for brewing sessions.

“Coffee making is now an immersive experience,” said DM Purnesh, president of the Specialty Coffee Association of India (SCAI), which runs the India International Coffee Festival (IICF), an ongoing event attended by over 150 brewers, producers, roasters, exporters, traders, coffee chain owners, retailers and coffee connoisseurs from across the India.

“Just like other tea-consuming countries like China, Japan and the UK, India is seeing a shift towards coffee, especially among the youth. The growing number of cafes, not only in big cities but also in small towns, reflects this growing trend. While tea-focused chains remain limited to the lower-priced segments, the coffee scene is rapidly evolving with premium and unique experiences,” Purnesh said.

Coffee consumption in India has increased from 84,000 tonnes in 2012 to 91,000 tonnes in 2023, where instant coffee has become one of the favorites, according to a 2023 study by the Coffee Board of India and CRISIS.

Also, Indian coffee walk is expected to reach $1,227.47 million by 2032, with a CAGR of 9.87%, according to Custom Market Insights. This is due to the growing demand for specialty coffee (over 70% growth) and sustainable practices (60% preference among consumers), Kaapi Machines, an integrated beverage equipment company offering catering service to coffee chains such as McDonald’s, Tata Starbucks, WeWork, CCI Taj Hotels and Group offer bean-to-cup tours and personalized roasting sessions for coffee connoisseurs.

“Consumer demand is constantly changing, but we are seeing an emerging trend around milk-based drinks like Cortado and Macchiato, as well as drinks like brewed cold brew and Nitro coffee,” said Abhinav Mathur, CEO and Managing Director of Kaapi Machines.

Retailers are also supportive of selling coffee in unique ways and adapting to changing consumer preferences by offering alternatives such as oat and almond milk, catering to vegans and lactose-Intolerant customers, shared Purnesh. “Cafes enhance the coffee experience with artistic displays, such as latte art and premium cutlery, adding an exciting dimension to the experience. This approach sets coffee apart from traditional tea offerings and aligns with modern consumer trends,” he added.

At the recently opened Tata Starbucks store in Delhi, coffee consumption combines local culture rooted in design and food offering. Punjabi floral designs to connect the global coffee brand with Indian consumers, the store offers cinnamon jaggery latte with organic jaggery sourced from Maharashtra; and a Meghalaya-inspired cocoa and birds-eye chili latte.

The demand for experience rather than product is driven by the younger generation. Rajat Agrawal, CEO of Barista Coffee Company, which organizes exclusive tasting events and workshops on brewing techniques, latte art and tasting sessions, said, “The millennial and Gen Z segment wants innovation in everything. These sessions help consumers be among the first to discover new blends, single-origin specialties or seasonal drinks like the tiramisu iced latte. Our recent launch of dessert-based drinks like coffee bubble tea and affogatos, herbal lattes and detox drinks, and desserts cater to the growing desire for a luxurious experience,” added Agrawal.

Omnichannel beverage company Roastea, founded in 2019, now serves nearly 60 million cups of coffee per year. The focus is on product innovation and expansion strategy, tapping into Tier 2 and Tier 3 cities, where the brand is seeing growing interest in premium coffee. “We tried to raise experience beyond the drink by hosting barista competitions, different brewing methods like pour-over or lauter method and consumer sampling. Consumer demand is steadily increasing for specialty coffees, sustainable products and personalized experiences, which is why we plan to expand our offering to national highways, express corridors and markets like the Middle East in the future said Chaitanya Bhamidipaty, co-founder of Roastea. .

New product offerings also add value to the coffee experience. For example, Canadian coffee shop Tim Hortons launched Aerocano, an espresso-based drink infused with microfoam. “This new introduction to our menu aligns with the growing demand for diverse coffee experiences in India,” said Tarun Jain, CEO, Tim Hortons India.

93 Degrees Coffee Roasters offers products such as easy-pour packaging and cold brew bags. The brand also organizes sessions on coffee brewing workshops, latte art and sensory workshops like practice intensities, aroma descriptors and flavor characteristics.

“Earlier, Indians mainly enjoyed instant coffee, and later, South Indian filter coffee became popular. Going further, we plan to launch ready-to-drink cold brew cans and cold brew cans to enjoy specialty coffee on the go,” added Mishthi Aggarwal, CEO, 93 Degrees Coffee Roasters.

Roastery Coffee House, established in 2017 as a specialty coffee roaster with presence in Hyderabad, Kolkata, Noida, Lucknow, Delhi and Jaipur, recently sold over 100,000 cups of cranberry coffee in six months. The crimson drink is a fun twist on coffee.