For a long time, Indians grew coffee and didn’t drink much of it. We were a staunchly tea-loving nation, except for the filter coffee lovers who stuck to their wonderfully comfortable steel or brass tumblers and scoffed at tea. And then millennials discovered coffee, much of whose credit should go to the cafes and cafes that sprang up. Today, coffee is classy; the cafe is classy and the cafe is. We are apparently in the “third wave” of the coffee revolution with a fourth wave waiting to drown us in its aroma. As the clever alecs on Twitter say, coffee is the new coffee. Astute entrepreneurs are taking advantage of this new fantasy by reinventing and reimagining coffee in myriad ways. The drink is now more artisanal than ice cream; for those in the know, that’s really saying something. New growing and processing techniques, inventive pairings of flavors and ingredients, and an explosion of interest in home brewing have put coffee on everyone’s lips.
The art of coffee
“India is mostly considered a tea-drinking nation, with its famous filter kaapi mostly consumed in the south of the country. With time, higher and more progressive standards, coffee has become an art and has therefore become a lifestyle drink,” begins Abhinav Mathur, CEO of Something’s Brewing, adding how the value has started to shift to the role of coffee growers, beans and roasters, not just baristas and machine equipment.
“With this came an increased interest in the flavor profiles of each bean, each region as well as the processing method, ushering in what is now being called the ‘third wave of coffee’. The movement also went proudly desi, with several indigenous coffee brands taking the country by storm. Cafes and roasters are now selling rich, creamy coffees and educating consumers on how to brew that perfect cup of coffee at home,” he adds.
Filter coffee goes global
It’s not just flavored and artisanal coffees that are on the rise. The good old filter coffee is also experiencing many innovations. Millennials are taking over the business and tweaking the idea of filter coffee, serving a variety of options, including cold filter coffee, something that has caught the goat of purists on social media.
Speaking of this, Bharath Balakrishna, Founder of Bhava Coffee, said, “Specialty coffee shops and other global brands no doubt have their customers, but there is a need to cater to a mass group that is only interested in to their favorite drink – South India. filter coffee!” A few companies have already introduced varieties of filter coffee, one offering the addition of chicory and the other promoting it as a stand-alone drink. Bharath’s brand offers craft blends of pure coffee selected exclusively from of Indian beans with his personal favorite offering being a vanilla flavored drip coffee.”Coffee is aroma and taste – it is the association of the drink with feelings of celebration and sweet living “, he adds.
What is the game changer?
There is a noticeable demand for high quality coffee, which is consumed by adapting different brewing methods. Before the pandemic, this need was met through visits to specialty coffee shops, but the outbreak has forced many consumers to look for ways to brew coffee at home.
“With everything available at your fingertips, the accessibility of unique coffee equipment has made experiments much easier. Dozens of people have taken up coffee brewing as a hobby during the pandemic, which which has led to a boom in the home brewing market as well as a subsequent proliferation of many B2C brands,” believes Geetu Mohnani, COO Caffeine Baar and Champion Barista, as she pores through current coffee trends in India. along the same lines, Bharath Balakrishna says, “It is surprising how much the demand for different flavors and blends of coffee has increased in the last year alone.
The booming coffee trend is perhaps one of the main reasons for the upward curve of interest in coffee machines in India, accelerated by the culture of remote work that emphasizes instant coffee options. without compromising taste.
“People today are pressed for time with busier lifestyles, so convenience and comfort are extremely important. Consumers are also more tech-savvy and better informed, which is why they understand the advantages of using coffee machines.In addition, a certain segment of the population has adapted to the WFH culture.Today, most consumers are looking for the best tasting cafe-style coffee at home , because they are no longer satisfied with cheaper instant coffee options, for this reason they are open to buying coffee machines, which saves them some time and allows them to easily enjoy a variety of drinks coffee machine is not very expensive today, especially for someone who is a regular coffee drinker and still wants to enjoy good quality coffee,” adds Rahul Aggarwal, Founder and CEO of Coffeeza.
Artisanal coffee: breaking the myths
With the wave of specialty coffees taking hold, many myths are circulating about artisan coffees. Here we break some of them.
* Only imported artisanal coffees are worth it: False. There are several high quality artisan coffees produced in India.
* Artisanal coffees contain additives and flavor enhancers: False, unless you have purchased a fake product. Artisanal coffees favor natural aromas preserved and enhanced by roasting techniques.
* You can’t master brewing artisan coffee: Well, that’s just laziness. Try opening YouTube – there’s a whole world of coffee knowledge.
*Robusta is an inferior bean: this couldn’t be more wrong – in fact, Indian Robusta Kaapi Royale is considered one of India’s best quality specialty coffees.
(Contributed by Abhinav Mathur)
Waiter! There’s coffee in my hair!
It seems that people don’t just drink coffee, they eat it and apply it too. There are now candies filled with filter coffee (yes, not just your garden variety coffee caramel), coffee ice cream, coffee dipped cookies and a whole range of scrubs, soaps and beard care products. coffee-based, not to mention coffee-based protein shakes that apparently sell as hot coffee. In fact, according to the Mintel Global New Products Database (GNPD), over the past five years, more than 200 coffee-based products have been launched across multiple categories, including snacks, hair care, and skin care as well. than confectionery. A popular brand has built all of its skin and hair care products around coffee and its co-founder Tarun Sharma once said that there will soon come a time when people will apply more coffee than they take in. drink. And here we thought the 2020 Dalgona coffee trend was maximum caffeine obsession!
The researcher’s favorite drink!
Every now and then we hear that coffee is good or bad for us. This time the pendulum swung for the good. In a recent study published in the Annals of Internal Medicine, researchers claim that your morning cup of coffee may be linked to a lower risk of death. According to a Science Times article, compared to non-coffee drinkers, those who drank 1.5 to 3.5 cups a day (even with a teaspoon of sugar) were up to 30% less likely to die . Coffee consumption data for this research was obtained from the UK Biobank, a large medical database in Britain. Although previous research has linked coffee consumption to a lower risk of liver and prostate cancers as well as heart disease, since this is an observational study, one should consider other lifestyle factors that may also have contributed to reduced mortality risk.
(With contributions by Rashmi Vasudeva)