D2C Coffee Buyers In India: Customer Perception Report, 2021

D2C Coffee Buyers In India: Customer Perception Report, 2021

Although traditional players such as Nestlé, Hindustan Unilever, Tata Coffee and others offer instant coffee and currently dominate the Indian market, new-age D2C players like SLAY Coffee, Rage Coffee and Blue Tokai have also entered this space, aiming to enhance consumer experience through new flavours, blends and aromas and new modes of cultivation and processing. According to the Mordor intelligence report, the Indian coffee market is currently valued at $1.46 Bn and poised to touch $2.03 Bn by 2025. 

It is essential to understand customers’ perception of leading coffee brands and identify the critical stimuli behind purchasing decisions, as these will catalyse growth in the D2C coffee segment. And that is exactly what we have done in our latest release — D2C Coffee Buyers In India: Customer Perception Report 2021.

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D2C Coffee Buyers In India: Customer Perception Report, 2021

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the times of india

Key Highlights

$2 Bn

Estimated Coffee Market In India By 2025


Contribution Of India Towards Global Coffee Production In FY20


Millennials Required Non-Stop Rounds Of Coffee To Stay Productive While Working From Home In 2020

SLAY Coffee

Has The Most Favourable Customer Perception Among Online Coffee Shoppers

$203 Mn

Online Coffee Market Opportunity In India (Optimistic Scenario) By 2025


Not A Significant Factor For Online Coffee Buyers In India

Table Of Contents

  • Executive Summary
  • Coffee Market In India: An Overview
  • Key Players: Traditional Vs New-Age Companies
  • Online Coffee Market Opportunity By 2025
  • Online Coffee Shopping: What Drives Decision-Making
  • Indian Coffee Startups: A Competitive Landscape
  • Notable Investors Backing Coffee Brands
  • Key Industry Trends
  • Methodology


In the past few years, the industry has witnessed a rising demand for disruptive and premium products, and a dozen coffee startups/D2C brands are catering to the evolving consumer taste and requirements. A rise in disposable income and a subsequent change in lifestyle have certainly driven India’s young demography towards delectable foods and beverages. But it did reach a culmination of sorts when the food craze born out of lockdown isolation peaked, and the ubiquitous digital infrastructure made it easy to buy and taste at a tap or a click. In essence, the outbreak of the Covid-19 pandemic has turned coffeeholics into connoisseurs with enough leisure time to experiment and compare notes, thus triggering market growth.

New trends and opportunities have also driven the D2C coffee segment in India. These include a rise in artisanal and flavoured coffee brands, a shift of traditional players into the D2C model, new-age players’ focus on enhancing the coffee experience and the emergence of subscription services. In brief, the D2C coffee market is expected to thrive in the next couple of years due to a shift in consumers’ shopping behaviour and the accelerated digitisation due to the pandemic.

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