CBoI to change India’s beverage of choice

Apart from Indian cuisine, filter coffee is also making a comeback with pan-India growth plans as the Coffee Board of India (CBoI) plans a marketing and branding push to expand this niche market. 

“Our vision is to create a pure Indian filter coffee. By next year, we will have modern, clean, cool and affordable Coffee Houses across India offering Indian filter coffee and snacks. Till now, India has been a tea country, my objective is to also make it coffee country,” Srivatsa Krishna, CEO-Secretary, CBoI, said at the two day Indian Restaurant Congress 2017 that opened here on Monday. 

Zorawar Kalra, Founder-MD, Massive Restaurants, said: “The Indian restaurant market is 40 times that of Bollywood. The Indian food industry produces 2 per cent of GDP and is second largest employer of human capital in after agriculture.” 

North Indian is the highest preferred cuisine at 28 per cent followed by Chinese at 19 per cent and South Indian at 9 per cent.