Coffee house chain Barista is aiming to expand its reach beyond metropolitan areas in order to fuel growth, according to CEO Rajat Agrawal. Despite facing competition from both local and international rivals, such as Tim Hortons, Tata Starbucks, and Pret A Manger, Agrawal is confident that Barista can maintain its position as the country’s second-largest integrated coffee house.
Agrawal cited the company’s presence in over 100 cities as evidence of its rapid growth, and claimed that new players in the market have a “large level of catch-up” to do. He also expressed a desire to expand Barista’s footprint beyond the current focus on metropolitan areas, indicating that the company sees significant potential in smaller cities and towns.
The Indian coffee market has been growing steadily in recent years, as more and more consumers turn to coffee as a preferred beverage. This has led to the emergence of several coffee-related startups, such as Blue Tokai, Sleepy Owl, and Rage Coffee, as well as increased competition from established players like Tata Starbucks.
Despite this increased competition, Agrawal believes that Barista’s focus on quality, consistency, and innovation will help the company maintain its position in the market. He noted that the company has been experimenting with new products and formats, such as the Barista Coffee Reserve, a premium coffee range that is currently available in select stores.
In addition to expanding its reach into smaller cities and towns, Barista is also exploring new channels for growth, including delivery and e-commerce. The company has already launched its own app for ordering and delivery, and is looking to partner with other delivery platforms to expand its reach.
