From educating consumers to making specialty coffee a daily ritual, Third Wave Coffee’s journey is reshaping India’s coffee culture
India’s coffee culture has evolved significantly, expanding beyond Tier 1 cities. Anirudh Sharma, Co-Founder, Third Wave Coffee discusses the brand’s role in this shift, from educating consumers to making specialty coffee accessible nationwide through innovation and curated experiences.
Q: How do you see coffee culture evolving from Tier 1 to Tier 3 cities in terms of innovation?
A : When we arrived in Bangalore in 2015, we spent an entire year understanding the market, the coffee space, and consumer behavior. Back then, we were one of the first micro-roasters in South India, with a coffee roaster inside the café. The first year was all about educating consumers—explaining that coffee doesn’t just come as a powder but starts as a green bean that’s roasted to bring out its flavors before being brewed into a perfect cup.
Over time, as more people traveled and experienced global coffee culture, awareness grew. Today, the impact of this education is evident in the way coffee is consumed across Tier 1, 2, and 3 cities. Accessibility to great coffee spaces has been a significant factor in driving this growth. A decade ago, most people only knew that coffee was grown in South India, but they had little understanding of its journey, flavors, or brewing methods. Now, thanks to the efforts of coffee brands and enthusiasts, specialty coffee is widely appreciated, and cafés have become a vital ‘third space’ beyond home and work.
Q: India has now become a big coffee consumer, a huge leap from where it was ten years ago. How do you think brands like Third Wave Coffee have contributed to this shift?
A : We have always been committed to making good coffee accessible. India has always produced exceptional coffee, but the best quality beans were largely exported, leaving domestic consumers with limited options.
When we met farmers and shared our vision, they were excited because they, too, wanted Indian consumers to experience high-quality coffee. We work closely with Indian farms, experimenting with crops and improving quality. Our goal has always been to bridge the gap between India’s coffee production and consumption.
As a result, per capita coffee consumption has risen. People now recognize what makes a great cup of coffee, and it’s our daily mission to serve more people and continue this journey of awareness. Through our expanding network of cafés, we are making sure that premium coffee is no longer a niche experience but an accessible everyday delight.
Q: The café experience in India has evolved beyond just coffee. How do you see the role of food and specialty brews in shaping this culture?
A : Coffee has always been a social beverage in India, but today, it’s also becoming a functional necessity. People visit cafés for various reasons—meeting friends, working, or simply unwinding. At the same time, many now rely on coffee as part of their daily routine, needing a cup in the morning before work and another in the evening for a boost.
Since Indian infrastructure doesn’t always support takeaways, people tend to spend more time in cafés, making food an essential part of the experience. Fresh, hot, and well-paired food options encourage people to visit frequently. A café that offers only beverages may see less footfall compared to one that provides an all-day dining experience. This is why we’ve carefully curated our food menu—to cater to different needs throughout the day while complementing our coffee offerings.
Q: Third Wave Coffee recently introduced a new menu. What was the inspiration behind these launches?
A : Innovation has always been at the core of Third Wave Coffee. Even in our early days, we experimented with in-house syrups and unique flavors like Orange Zest Mocha and Ginger Snap. We later introduced classic flavors such as vanilla, caramel, and toffee nut but with our own unique twist.
With every menu launch, we focus on two things—staying relevant and creating a personal connection with consumers. For example, our Valentine’s Day menu featured Red Velvet Cake, Red Velvet Cookies, and Strawberry Cheesecake—comforting flavors that people associate with love and celebration. We also introduced a Chocolate Caramel Bliss beverage, combining two beloved flavors to create an indulgent experience.
Looking ahead, we have another launch planned for Holi, where we will bring in festive flavors that resonate with the occasion. Our goal is to create experiences that make every cup of coffee feel special.
Q: Coffee consumption patterns have changed dramatically over the years. Earlier, it was a niche preference, but now, it’s a lifestyle trend, especially among younger consumers. What key shifts have you observed in consumer behavior?
A: We see two distinct consumer groups. One set consists of seasoned coffee drinkers who are shifting from classic cold coffees to more refined brews like French Press and Americanos. They’re beginning to appreciate the delicate nuances of black coffee.
The other group comprises newer consumers, drawn in by frappes, coffee-flavored milkshakes, and other experimental beverages. For them, coffee is not just a drink—it’s an experience. Some of our most successful innovations, like Mocha Toffee Nut, have resonated with a broad audience. Similarly, our Pistachio-flavored coffee, initially introduced for Diwali, became a favorite because of its versatility—it works beautifully in both hot and iced formats.
This balance between catering to traditional coffee lovers and attracting new enthusiasts is what drives our approach to product development. We want every coffee experience to be both familiar and exciting.
