ABSTRACT
India is an important constituent of the BRICS countries that drives the world economy today. It is not a farfetched idea to say that India will lead the BRICS countries in growth in the next 10 years. It will be driving global economic growth due to its large population, consequent growing demand for goods and services, and most important a government with pragmatic policies.
In this context, any global organization would like to enter the Indian market to set up base and be part of the growth story. Specialist coffee shops are no exception. Several global brands like “Costa Coffee,” “Starbucks,” Indian brands with pan-Indian presence like “Café Coffee Day,” regional brands and local brands all together have a presence in India and compete with each other for a bigger market share.
Generation Z is loosely defined as those born after 1990 and consequently have entered the job market or are still students. This group that was born after the liberalization of the Indian economy is a group of consumers, who have changed consumption patterns, experienced a wide variety of choices available in the market place, are tech-savvy and consequently no strangers to global products and services offered by global corporations.
This chapter explores the current status of the specialist coffee shops in India, the needs, motives of generation Z, and finally the issues this genera- tion has vis-à-vis these coffee shops.
