India - The Coffee Battlefield

As I was browsing through my daily dose of Indian news sites, I came across a very interesting bit about how the world's coffee "giant" - Starbucks, was planning a foray into the Indian market. But the thorn in its path was a certain chain called "Starstrucks", which the article aptly called "a coffee chain based on a Hollywood-like theme". Then there was the usual hoopla about trademark infringement, which is not a new phenomenon for western brands looking for eastern markets. A few months ago, a similar story was published about the same problems existing in China.

Although I am not against coffee and nor am i against the increasingly common phenomena of "globalization", I am just wondering if these so called coffee empires, have heard of certain little-giants called Barista, Cafe Coffee Day (popularly called CCD), the not so coffee-house like Cafe Mocha, etc. that already have a stronghold in the streets, hearts and minds of urban and suburban India - at least the cities.

My question is whether we are ready to be bombarded by new moguls like Starbucks and Starstrucks? Is the hot, trendy, fearless gen-next of India really asking for more coffee? The answer lies in checking the bottomlines of Barista, CCD, etc. and we shall have our answer without even trying that hard, in fact we already have it! More brands are always welcome and shall be very successful, no doubt, but how many gen-nexters, at least the ones who can afford the luxuries of a Rs. 50 a cup coffee, would remember the taste of the likes of Bru instant or regular home brewed filter coffee or the Rs. 5 a cup street coffee or even the most inseparable bit of the not-so-old India - the street "cutting".

Is the "cutting", which has for so long defined the very taste, joy and pleasure of the streets of India (ask anyone in Mumbai! I am sure there are many such examples in other cities too!) quickly being forgotten? Is Barista such a status symbol and Starbucks such a big "giant" that they can together erase the "cutting"? In this David versus Goliath, there is clearly a disparity separating the two - affordability!

I hope I have made my point. If you identify yourself as a well-off gen-next, stop yourself once from going into that Barista or Starbucks and instead drive to Worli sea-face or Band Stand and try the Rs. 5 a cup coffee or the "cutting" and experience this simple pleasure for yourself. I have heard that the fearless gen-next is afraid to try nothing, lets begin with the simple things in life!