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Coffee
Crazy
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| Coffee,
anyone?: Barista in New Delhi |
It's
been a hard day at work? You can unwind with a java made from freshly
roasted coffee beans at some cosy, American-style coffee parlours that
have sprung up in Indian metros. Surf the Net, flip through magazines
or just soak in the atmosphere while a fellow guest strums a guitar. "The
idea is to create a cheerful hangout where young people can relax,"
explains Ravi Deol of coffee pub Barista, which has four outlets in Delhi
and plans 10 more in the city. At most of these bars, coffee costs between
Rs 20 and Rs 50 per cup, from Coorgi to Columbian. Barista plans themes
like book readings and art exhibitions to establish the association of
coffee with the finer things in life. Similarly, at the year-old Qwiky's
on Village Road in Chennai you can choose between 30 varieties of coffee
or shop for T-shirts and watch Kaun Banega Crorepati on a giant
screen. In the past eight months, many have-at the rate of more than 400
cups a day. "It was an unbelievable response," says Edwin Paul,
deputy manager. Changing lifestyles, thanks to an entertainment explosion,
has thrown open a whole new market for this beverage. "People in
India are much more westernised now, so the 'coffee-only' segment will
do well," says restaurateur A.D. Singh, who started Just Desserts,
a coffee and desserts bar, in Mumbai in 1990. It did well for a while,
then faded out. "But can Indian parlours compete with chains like
Dunkin' Donuts and Starbucks?" asks Singh. Though there is talk of
these American mega-chains entering the market next year, Indian companies
don't seem to be fazed by prospective competition. "Quick table turnovers
and affordable running costs make it a profitable business," says
Ram Wassan of The Cambridge Club, a British food company which plans to
start 20 coffee bars called Bean to Bean in Delhi. Looks like the good
old south Indian filter coffee's finally got competition.
-Leher
Kala with Methil Renuka
Pg.3
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