We’re seeing a preference for high-quality coffee in urban India: Nespresso
As premium coffee brand Nespresso launches its first boutique in India, YS Life delves into its strategy to compete with homegrown players and explores its expansion plans.
In a country like India, where drinking tea is deeply intertwined with both culture and hospitality, it isn’t easy for people to embrace another beverage. Yet, over many decades, coffee has been slowly brewing its way into Indian homes.
Initially, traditional varieties like filter coffee were given a thumbs up. However, in 1996, with the opening of Café Coffee Day, youngsters got a space to hang out and enjoy a cuppa.
Now, there's an increasing interest in speciality roasters from aspirational and cultured consumers looking for a new experience. This, in part, is fuelling the growth of India's coffee culture, with the market projected to reach $1.23 billion by 2032, according to World Coffee Portal.
Considering the bullish landscape, Nespresso, a pioneer in premium coffee and known for its capsule-based brewing system and espresso machines, is foraying into the Indian market with its first luxury boutique in Delhi’s Select CityWalk Mall.
Nespresso Boutique at Select City Mall, New Delhi
The Swiss company, an operating unit of the Nestlé Group, has tasted phenomenal success, with an estimated 14 billion Nespresso pods sold every year. However, in India, it faces stiff competition as international giants like Starbucks and Costa Coffee have been sharing space with homegrown brands like Blue Tokai Coffee Roasters, Third Wave Coffee, and Subko Coffee, among others.
YS Life speaks to Yassir Max Corpataux, Coffee Ambassador and Learning and Development Specialist, Nespresso Middle East and Africa, to know about the global brand's expansion plans in India and how it plans to stand out in the country's growing coffee landscape.
Edited excerpts from the conversation:
YS Life [YSL]: Nespresso has finally launched in India. Is the experience here similar to what is offered elsewhere?
Yassir Max Corpataux [YMC]: Nespresso is known for delivering a premium coffee experience, and our entry into India is no different. Indian consumers will have access to our signature range of coffee capsules, cutting-edge machines, and personalised experiences through our Nespresso boutique. Indian customers will enjoy the same Nespresso experience as coffee lovers across the world.
YSL: What took Nespresso so long to enter the Indian market?
YMC: Coffee consumption in India has grown significantly in the past decade, with an increasing demand for premium experiences. We took our time to study the market, develop a tailored approach, and establish a strong foundation to introduce Nespresso in a way that resonates with Indian consumers.
YSL: Who is Nespresso’s target demographic, and how are you competing with established homegrown players?
YMC: India’s coffee culture is evolving rapidly, and we see an increasing preference for high-quality coffee experiences, especially among urban consumers. Our target demographic includes professionals, coffee enthusiasts, and individuals who value convenience without compromising on quality.
Our unique selling points include a curated range of coffees, cutting-edge machines, and a commitment to ethical sourcing. We don’t just sell coffee; we offer a complete experience that combines taste, sustainability, and convenience–something that truly sets Nespresso apart.
YSL: What can a first-time visitor to the Nespresso boutique in Delhi expect?
YMC: The Nespresso boutique in Select CityWalk, Delhi is designed to be an immersive coffee experience. Visitors can explore our wide range of coffee blends, engage with our coffee specialists, and experience live coffee tastings to understand the nuances of different flavours and aromas. It’s a space where customers can not only purchase their favourite blends but also deepen their appreciation for the craft of coffee.
YSL: How does Nespresso ensure sustainability, especially in India?
YMC: Sustainability is at the heart of Nespresso’s operations globally, and India is no exception. Our AAA Sustainable Quality Program works closely with coffee farmers to ensure ethical sourcing, and we will be introducing a capsule recycling initiative (collecting and recycling used coffee capsules) here in India. Additionally, our machines are designed for energy efficiency, and we continue to explore ways to reduce our carbon footprint in every market we enter.
YSL: What do your expansion plans in India look like?
YMC: Our launch in Delhi is just the beginning. Given the growing coffee culture and cosmopolitan audiences, we plan to bring the Nespresso experience to other metropolitan cities where we see a strong demand for premium coffee experiences. Mumbai or Bengaluru are possible choices given their growing coffee culture and cosmopolitan audiences.
We are also focusing on ecommerce and digital expansion, ensuring that Nespresso is accessible to coffee lovers across the country. The Indian market holds immense potential, and we are committed to growing here in a thoughtful and sustainable manner.
YSL: What are some global coffee trends that you also see trickling into India?
YMC: Globally, we are witnessing a rise in specialty coffee, home brewing, and sustainable consumption trends, which are also gaining traction in India. Consumers today are more experimental, looking for diverse flavours, single-origin coffees, and unique brewing methods. There’s also an increasing interest in plant-based milk alternatives and functional coffee blends that offer additional health benefits.
Another key trend is convenience; people want high-quality coffee at home without complexity, which is exactly where Nespresso fits in. We are excited to see these trends evolve in India and play a role in shaping the country’s coffee culture.
Edited by Kanishk Singh
