The Rise of Specialty Coffee in Small-Town India: A Cultural Shift

The specialty coffee scene is rapidly evolving in small towns of northern India, with entrepreneurs like Harmanpreet Singh leading the trend. Driven by changing consumer preferences post-Covid, the rise of vibrant coffee shops is not just redefining beverage choices but also social spaces for the youth.

The recent wave of specialty coffee in small-town India is transforming a long-standing culture of tea drinking. In northern regions, where tea has traditionally been the beverage of choice, young entrepreneurs are capitalizing on a burgeoning interest in coffee. Harmanpreet Singh made the leap from his family's bakery to open Buland Café in Jalandhar during the Covid-19 pandemic, recognizing a growing demand among the youth and returning overseas residents.

Singh's journey began with an education in coffee brewing in Bengaluru, learning how to create an immersive experience around coffee that included decor, music, and even packaging. Today, his café boasts 40 outlets, attracting a diverse clientele that seeks relaxation and a productive atmosphere over freshly brewed coffee sourced from Karnataka.

For many like Singh, this new trend reflects a broader change in consumer habits across India. A 2023 report from CRISIL indicates that coffee drinking among Indians surged to 44%, a significant shift towards more sophisticated and personalized coffee experiences. Bharat Singhal, the founder of Billi Hu Roasteries, highlights that customers are becoming increasingly knowledgeable and willing to pay more for specialty roasts.

As people adapt to remote working and social gatherings, newer cafes in tier-two cities are flourishing. Owners are noting increased customer interest in various coffee brewing methods, often moving towards subscriptions and edging away from traditional French presses. The thriving café culture, notable since the establishment of Indian Coffee Houses in the early 20th century, is re-emerging with a modern twist driven by social media influence and a demand for visually appealing spaces.

While big cities like Delhi and Mumbai remain the epicenters of coffee culture, emerging markets in Ludhiana and Lucknow showcase innovative flavors. Entrepreneurs like Nishant Sinha and Jatin Khurana have incorporated local tastes into their offerings, catering to a nostalgic market while attracting the youth.

Though growth in the specialty coffee industry presents opportunities, it also brings challenges. Operators must navigate high costs and customer expectations while maintaining quality. Neha Das and Nishant Ashish, co-founders of The Eden's café in Ranchi, describe the delicate balance of creating a welcoming environment and powerful local flavors while working with slim profit margins.

This evolving specialty coffee culture illustrates not only changing preferences in beverage choices but also a shift in social dynamics in small towns across India. As the younger generation embraces coffee, it symbolizes a broader acceptance of diverse culinary experiences and a move towards modern cultural trends.