Third Wave Coffee's Anirudh Sharma stresses the indispensability of innovation.
Third Wave Coffee, a pioneer in India's specialty coffee scene, is making strides in its expansion plans. With a focus on both novice coffee drinkers and connoisseurs, the brand is bringing its unique blend of quality and innovation to new markets.
From a Garage to Over 165 Cafes
The journey of Third Wave Coffee began in a small garage in Bengaluru, India, in 2015. Founded by Ayush and Anirudh Sharma, the brand has grown exponentially, now boasting over 165 cafes across the country, primarily in larger urban centers.
Innovation at the Forefront
Innovation is a non-negotiable aspect of Third Wave Coffee. An innovation lab and roastery allow for the testing of new beverages, food, and bakery products. The innovation calendar, built around seasons and events, provides opportunities to try new ideas.
Expansion Strategy
Currently, Third Wave Coffee is focusing on expanding and densifying its presence in northern Indian cities before moving into Tier II and III cities. This measured strategy reflects a focus on building a solid base in more developed urban markets, aligned with India’s growing coffee culture and rising speciality coffee demand.
Consistency and Training
Consistency across 100+ locations is maintained through scalable product design and comprehensive training programs. Every cup of Third Wave Coffee is carefully adjusted to achieve balance, sweetness, and a lingering finish.
Bubble Tea as a Staple
Bubble tea is seen as a staple, not just a trend, by Third Wave Coffee. This commitment to quality and consumer preference is evident in every product they offer.
Understanding the Consumer
The founders of Third Wave Coffee put a lot of emphasis on understanding the consumer and gathering feedback to continually evolve their offerings. This focus on consumer experience and innovation sets Third Wave Coffee apart in the Indian specialty coffee space.
No Plans for International Expansion
Despite its success, Third Wave Coffee currently has no plans for international expansion. India still has untapped potential, and the brand is committed to making high-quality, delicious coffee accessible to as many people as possible within the country.
In a recent milestone, 11 stores were launched across five cities in one day, surpassing the brand's FY25 target. As Indian coffee drinkers evolve, with regular coffee drinkers becoming more consistent and non-coffee drinkers becoming curious, Third Wave Coffee is well-positioned to continue its growth and innovation in India's burgeoning coffee culture.
[1]: Source: Third Wave Coffee press release [2]: Source: Business Standard article [4]: Source: Economic Times article
- Third Wave Coffee, with its expansion into new markets, is not only catering to coffee connoisseurs but also novice drinkers, reflecting its focus on the economy and lifestyle sectors.
- The brand's innovation lab and roastery are not only testing new beverages like bubble tea but also experimenting with food and bakery products, demonstrating its commitment to DEFIs (Decentralized Finance) and technology.
- In its strategic planning, Third Wave Coffee is first consolidating its presence in northern Indian cities before expanding to Tier II and III cities, signifying a business approach aligned with the rising demand for specialty coffee in the Indian market.
- The brand's dedication to consistency is evident in its scalable product design and comprehensive training programs, ensuring quality and customer satisfaction, particularly in the food-and-drink industry.
