Abstract

The caselet speaks about the growth of coffee bars in India. While giving examples of Café Coffee Day and Qwiky’s, the caselet focuses on the rise of Barista as one of the leading coffee serving outlets in India. The caselet delves into the alliance between Barista and Tata Coffee and how it resulted in complete integration of their coffee business. The caselet also explains the marketing initiatives undertaken by Barista.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Rise of coffee bar trend in India
• Impact of alliances in an industry
• and Marketing initiatives in the coffee service business

Keywords

Coffee bars, Café Coffee Day, Qwiky’s, Barista, Tata Coffee, Taj Hotels, Gourmet Coffee, Distribution Network, Forward Integration, Backward Integration