Jalandhar, India – The traditionally tea-drinking population of north India is gradually warming up to the idea of coffee, thanks to entrepreneurs like Harmanpreet Singh who is leading the charge in changing beverage preferences in the region. Singh’s journey from leaving his family bakery to opening a specialty coffee shop in Jalandhar exemplifies the growing demand for specialty coffee, especially among the youth and overseas residents returning to the country amidst the Covid-19 pandemic in 2021.
Recognizing the shift towards specialty coffee, Singh immersed himself in learning brewing techniques in Bengaluru before opening his cafe, Buland Café, in Jalandhar. Today, the cafe has become a favored spot for the city’s youth, with 40 outlets serving coffee sourced from Karnataka’s famed coffee estates. Singh’s dedication to perfecting the customer experience, from brewing techniques to staff training, has established a thriving coffee culture in the city.
The coffee consumption trend in north Indian towns and cities is on the rise, with more people willing to pay for custom-roasted coffee that caters to their preferences. This shift is reflected in the increasing demand for specialty coffee, as revealed in a 2023 report by CRISIL, a marketing analytical company, showing that over 44% of the Indian population now drinks coffee. Notably, smaller cities are catching up with big cities in embracing the cafe culture, fueled by a desire for trendy environments and quality brews.
The coffee culture in India has a rich history dating back to the 1900s when Indian Coffee Houses served as gathering spots for intellectuals and elites, discussing politics over steaming hot coffee. The emergence of private coffee shops in the 1990s brought forth a new era, further catalyzed by the entry of global giants like Starbucks in 2012. While big cities like Delhi and Mumbai have long dominated the coffee scene, smaller cities are now witnessing a surge in demand for specialty coffee spaces.
Entrepreneurs like Nishant Sinha and Jatin Khurana are innovating with trendy coffee houses offering unique blends and flavors to cater to evolving consumer preferences. In a competitive market, challenges persist for small coffee shop owners in maintaining quality while balancing costs. However, for passionate individuals like Neha Das and Nishant Ashish, the focus remains on crafting local flavors and understanding customers to create enduring cafes that go beyond profitability. The growing interest in specialty coffee in north India signifies a cultural shift towards embracing a new beverage culture that intertwines tradition with modernity.