The Ledger
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Chitharanjan: Blue Tokai survey shows ₹250 is the consumer price sensitivity threshold
“So we've done a survey and it's two 50 rupees is kind of the, they won't notice anything up until two 50 rupees is above two 50 rupees, then they, then they'll start to pay attention.”
Blue Tokai co-founder: Coffee growers doubted Indian consumers would pay for specialty coffee
“Even when we went and talked to the growers, they felt that Indian consumers weren't ready to pay for good quality coffee, that you'd have to cut it with Robusta or do a commodity Arabica offering in order to bring the price down so that you could get acceptan…”
Chitharanjan: India has around 5,000 branded and 5,000 unbranded coffee shops
“There's only around 5000 branded coffee shops and another equivalent amount of unbranded.”