inXights

Anisha Kumari is Assistant Manager, Beverage Innovation, at leading coffee chain Cafe Coffee Day, and was earlier part of the quality team at Hatti Kaapi. She is an expert in beverage development, portfolio management, product quality, market research, brand positioning, and management training.

Anisha leads dynamic cross-functional teams with a passion for creativity and innovation. She studied at BITS Mesra and Coffee Board of India, specialising in food technology and processing. She recently conducted a coffee experience session at Starbucks (Vittal Mallya Road), Bangalore, along with Ajay Redij, a Q Arabica Grader professional coffee taster (see our writeup here).

Anisha joins us in this chat on trends in the B2B and B2C coffee markets, entrepreneurship opportunities for women, and the upcoming World Coffee Conference and Exhibition.

To get involved in the coffee movement, please email us at brand@mxr.world

Anisha Kumari: As an R&D manager in a coffee chain, my passion is discovering the limitless potential of beverage innovation. In my current position, I am completely devoted to improving coffee processes and products, continuously looking for fresh approaches to develop new blends, flavors, and formats that adapt to shifting customer tastes and market trends.

Market research is a crucial aspect of my job, as it allows me to stay ahead of the curve by closely monitoring market trends, understanding consumer behaviour, and keeping a keen eye on our competitors' activities. With the help of this insightful information, I am better able to see possibilities and match the broad business goals of our organisation with the product development methodologies we use.

My professional fervor is stoked by the potential of developing new goods, and the delicate but adaptable essence of coffee inspires me to constantly venture outside the bounds of conventional cuisine. By embracing this zeal, I aim to have a significant effect on the coffee industry by presenting creative combinations that redefine coffee experiences.

Anisha Kumari: India's business-to-business and business-to-consumer coffee sectors were both changing and evolving noticeably. It is important to recognise the industry's intrinsic dynamism because it constantly adopts new ideas and advancements. Both markets were being shaped by a number of trends and shifts at the same time, which added to their changing environment.

Each “wave” in coffee culture represents a unique period of growth and transformation in how coffee is perceived, brewed, and consumed. This write-up delves into the three prominent waves that have shaped coffee culture over time.

B2B Coffee Market - 

1. Surge in specialty coffee: The third wave of coffee prompted a substantial surge in the popularity of specialty coffee, increasing consumer interest in subtle flavors and various brewing techniques.

2. Customised solutions: To satisfy the unique requirements of B2B clients, coffee roasters and suppliers have modified their products, delivering specialised coffee blends and equipment solutions.

3. Sustainability focus: B2B coffee purchasers preferred suppliers with open-sourcing and eco-friendly business practices, seeking beans that were produced responsibly and with moral behavior.

4. Technological advances: The B2B sector saw better efficiency and quality thanks to the use of cutting-edge coffee processing technology.

5. Digital transformation: Online B2B platforms made it simpler for coffee buyers and suppliers to source, communicate, and deal.

B2C Coffee Market: 

1. Coffee culture is thriving, with coffee shops becoming dynamic social centers, particularly appealing to younger customers looking for unique experiences and cozy places to socialise.

2. As the market responds to increased worldwide exposure and customer appreciation for high-quality and artisanal coffee, there is a greater emphasis on premium coffee experiences.

3. The fast-paced lifestyles of busy urban customers who value convenience and rapid refreshment alternatives are driving the rising popularity of ready-to-drink (RTD) coffee.

4. E-commerce platforms play an important part in allowing coffee fans to discover a varied variety of flavors and brewing methods from the comfort of their own homes by providing hassle-free coffee subscriptions and access to specialty beans. This convenience aspect has considerably increased coffee merchants' market reach and client base.

Anisha Kumari: As a beverage innovator, my most rewarding experience has been transforming tea consumers into coffee fanatics. Seeing their awareness for coffee's intricacies and acceptance of alternate brews has been extremely satisfying!

In India, where milk-based goods are prevalent, the growing popularity of black coffee is an encouraging development. It gives me great pleasure to watch the rising coffee culture and the growing affection for this delectable beverage.

Anisha Kumari: Today's coffee businesses face several significant obstacles that must be met with smart solutions.

1. Identifying the target audience: Identifying the target audience is critical for every startup since failing to do so might jeopardise the entire operation. Once the target audience has been identified, entrepreneurs should focus their efforts accordingly. To differentiate themselves, coffee businesses must focus on individuality through unique branding, specialty coffee, sustainable sourcing practices, and prioritising outstanding client experiences.

2. Ensuring quality control: Preserving consistency in quality via employee training and assistance is critical for building a loyal customer base and preserving reputation.

3. Adapting to changing tastes: The coffee industry's ever-changing customer tastes necessitate ongoing monitoring. Monitoring market changes and tailoring offers accordingly assists businesses in being relevant and appealing to their target audience.

4. Addressing financial constraints: Coffee entrepreneurs, like any other startup, frequently confront financial constraints. Implementing smart financial planning, strategic budgeting, and pursuing adequate funding outlets are critical for their initiatives' survival and growth.

5. Embracing technology: In today's digital world, incorporating technology into operations and customer engagement is no longer an option, but rather a need. Using technology improves productivity, allows for more seamless interactions with consumers, and improves overall business performance.

6. Regulatory compliance: Adherence to rules and legal standards is critical for long-term corporate performance and avoiding potential problems. Entrepreneurs should keep updated on industry standards and follow all necessary requirements.

Anisha Kumari: To start a proposition with any big brand, you need to comprehend brand dynamics, pinpoint important players, and determine their target market, and do detailed market research. You can efficiently position your goods and services using this knowledge, and you may also establish common ground for collaboration.

As entrepreneurs, you should then create a compelling and distinctive value proposition that distinguishes your coffee or goods from those of other vendors. Showcase the unique qualities of your products, such as their distinctive flavors, environmentally friendly production processes, or creative brewing techniques.

Negotiations with huge coffee chains could be drawn out and need a lot of time and effort. It is important to maintain a proactive, upbeat mindset throughout the process and be ready to make changes based on feedback.

Finally, develop a deep enthusiasm for coffee and an eagerness to work with well-known companies. Potential partners will respond well to your excitement and commitment to the field, increasing the chance of productive collaborations.

Anisha Kumari: The World Coffee Conference & Exhibition is extremely important to India because it strengthens its position as a nation that produces specialty coffee on a worldwide scale.

In order to increase public knowledge of Indian specialty coffees, distinctive flavor profiles, and different coffee regions, the exhibition component gives Indian coffee producers the chance to present their specialty coffees to a wide audience. Given the growing interest in specialty coffees throughout the world, this exposure may result in more demand for Indian coffee goods.

The conference and exhibition are an excellent platform for interaction with international coffee players, buyers, and investors for Indian coffee producers, exporters, and stakeholders. For the Indian coffee sector, this exposure may open up new export markets and commercial potential.

The event gives Indian coffee stakeholders the chance to network, collaborate, and form partnerships with international counterparts, enhancing market access, distribution channels, and technology transfer.

In addition, the conference's debates, seminars, and workshops on a variety of topics related to coffee production, processing, sustainability, and marketing provide Indian coffee producers and entrepreneurs with helpful insights. By promoting continual development and preserving competitiveness in the global market, this information exchange enables companies to keep abreast of the most recent trends, best practices, and innovations in the coffee industry. 

All things considered, the World Coffee Conference & Exhibition is crucial in putting India's Specialty coffee business on the map of the globe and encouraging development and cooperation within the international coffee community.

Anisha Kumari: The World Barista Championship (WBC), run by the World Coffee Events (WCE), is the most prominent event or competition in the coffee industry.

Baristas from all around the world participate in a number of rounds where they must produce espressos, milk-based beverages, and specialty drinks for a judging panel. The judges evaluate the participants using several factors, such as taste, presentation, neatness, technical proficiency, and artistic ability.

Apart from the World Barista Championship, there are other specialty coffee competitions around the world that focus on different aspects of the coffee industry.

1. The Women Star Brewer Skills Championship 2023: a commendable initiative that will highlight the outstanding contributions of women in the coffee industry. This competition will showcase the diverse talents and skills of female baristas, roasters, and brewers, promoting gender equality and recognition in the coffee world.

2. World Brewers Cup: This competition emphasises the art of manual coffee brewing, where competitors showcase their skills in pour-over, immersion, and other manual brewing methods.

3. World Coffee Roasting Championship: Roasters participate in this competition to demonstrate their ability to roast coffee beans to perfection, bringing out the best flavors and aromas.

4. World Coffee in Good Spirits Championship: This event combines the art of coffee and mixology, with competitors creating innovative coffee-based cocktails and coffee-infused alcoholic beverages.

5. Cup of Excellence: Although not a traditional competition, Cup of Excellence is a prestigious coffee program that evaluates and ranks the best coffees produced in a specific country each year. It involves rigorous cupping and scoring by expert tasters, and winning coffees are auctioned to the highest bidders, fetching premium prices for the farmers.

6. World Latte Art Championship: The World Latte Art Championship highlights artistic expression in a competition platform that challenges the barista in an on-demand performance. In this competition, the competitors make two different matching sets of free-pour latte patterns and one matching set of designer lattes. Baristas are judged based on visual attributes, creativity, identical patterns in the pairs, contrast in patterns, and overall performance.

7. AeroPress Championship: The AeroPress Championship is an annual event where coffee enthusiasts and baristas from around the world come together to compete in making the best cup of coffee using the AeroPress coffee maker. The competition started in 2008 and has since grown in popularity, attracting participants from various countries.

Anisha Kumari: Women now have more chances than ever to actively participate in and contribute to the Indian coffee industry. There are several government programs for women entrepreneurs that give them financial assistance and incentives to establish or grow their firms.

Grants, low-interest loans, venture capital, or interest subsidies are all possible ways to get these funds. In the dynamic Indian coffee industry, women have found diverse opportunities to thrive and make a significant impact.

1. Entrepreneurship and coffee startups: Women now have more chances than ever to actively participate in and contribute to the Indian coffee industry. There are several government programs for women entrepreneurs that give them financial assistance and incentives to establish or grow their firms. Grants, low-interest loans, venture capital, or interest subsidies are all possible ways to get this money.  

2. Barista and coffee brewing: Women are exceptional at becoming excellent baristas, creating great coffee experiences, and showing their creative ability through complex brewing methods and latte art.

3. Coffee education and training: In order to spread information about coffee farming, processing, brewing, and the developing specialty coffee culture, women play critical roles as educators and trainers.

4. Coffee farming and plantation management: Women actively participate in coffee growing, breaking down conventional boundaries and adding new insights, sustainable practices, and innovation to coffee production.

5. Online coffee influencers: Women play a pivotal role in the virtual coffee community as bloggers, influencers, and content creators, passionately sharing their experiences and knowledge, thereby elevating coffee culture and appreciation.

6. With their different skills, knowledge, and steadfast enthusiasm for coffee, these exceptional possibilities are boosting women in the coffee industry.

Anisha Kumari: Coffee producers sometimes struggle to obtain an equitable price for their goods because of unstable market prices and intermediaries taking a substantial share of the earnings. Fair Trade and Fair Prices are only two of the industry's numerous ethical difficulties in India.

Through certifications like Fair Trade, which provide minimum pricing criteria and encourage equitable trading relationships, it is possible to guarantee fair trade practices and fair prices for coffee producers.

Sustainable farming and environmental impact: Unsustainable coffee production methods can impact the environment and biodiversity, including deforestation, excessive pesticide usage, and water waste. Promoting organic certifications, shade-grown coffee, sustainable agricultural practices, and biodiversity preservation aids in addressing these issues.

Water management: Water resources in the area may be strained due to the significant quantity of water needed for coffee manufacturing. This effect can be reduced by implementing water management techniques including water recycling and effective processing techniques.

Traceability and transparency: It is essential to provide supply chain transparency in order to validate claims about ethical behavior and sustainability. A customer can feel confident about the origin and ethical sourcing of their coffee by using blockchain technology and other traceability techniques that can assist monitor coffee beans from farm to cup.

Supporting innovation: Supporting research and innovation in sustainable coffee farming and processing can lead to more environmentally friendly and socially responsible practices.

Anisha Kumari: As a coffee enthusiast, you should always appreciate the barista's work and conduct some research on the coffee to find out where your delight originated. The journey from coffee seed to cup has been amazing. Let’s come together to sip from the cup of knowledge and embrace the cultural richness of coffee.

With every sip, we can revitalise the spirit of education and wisdom in our nation. Cheers!