Café

day
Coffee
A lot can happen over
coffee

- Mansi V Shah
22BBA129
 Table of content
History of
1 CCD of
The history
4 The missing of
Café Coffee Day Founder
The missing of
founder and his
The Journey death
2 The journey of Product
Café Coffee Day 5 Product
Presentation
presentation and
Mounting
3 Mounting
debtsthe
debts and
SWOT Analysis

controversies
 History of Café
Company Coffee Day
Café Coffee Day Global Limited
is a Chikkamagaluru-based business that produces
coffee on its very own land of 20,000 acres. It is the
biggest maker of arabica beans in Asia, sent out to
different nations including the U.S., Europe, and
Japan. V. G. Siddhartha began the Café chain in 1996
when he started Coffee Day Global, which is the
parent of the Coffee Day chain. The first outlet was
opened on July 11, 1996, in Bangalore, Karnataka.
The
1

Journey
CCD started its journey with the
incorporation of its parent
Coffee Day Global Limited
Company in 1996 by V.G.
Siddhartha. It was on July 11,
1996, when the first CCD outlet
 2
Siddhartha did his Master's in Economics
from Mangalore University and had an
enthusiasm for innovation. VG
Siddhartha dived deep into the stock
market in his early career. He had worked
for JM Financial and Investment
Consultancy in Mumbai when he was just
 3
Veerappa Gangaiah Siddhartha
Hegde worked there as a
Management Trainee/Intern in
Portfolio Management and Securities
Trading on the Indian Stock Market
under Vice-Chairman Mahendra
Kampani. However, after completing
his 2 years of work anniversary with
JM Financial Limited, VG Siddhartha
 4
VG Siddhartha started by buying a stock
market card for Rs 30,000, and a
company called Sivan Securities, which
was later renamed Way2wealth Securities
Ltd. The venture capital division of the
company came to be known as Global
Technology Ventures (GTV).
 5
Siddhartha emerged as a full-time
proprietary investor in the stock
market by 1985. Furthermore, he
also became the owner of 10,000
acres of coffee farms by then.
“As soon as its first coffee outlet or
CCD store was set up on Bangalore’s
crowded Brigade Road, it began to
 Mounting Debts and
Controversies
1 2 3
Problem Problem Problem
Cafe Coffee Day had The coffee price hit The mounting
accumulated a total a 13-year low in the debts were simply
debt of around Rs international market,
6,550 crore, as was
unsettling not
which also dragged
reported in March the Indian prices only for the
2019. when the Indian business but for
coffee exports too Siddhartha as
 Mounting Debts and
Controversies
All these led Siddhartha to strike a deal with the global
beverage maker Coca-Cola for an equity sale in the flagship
Cafe Coffee Day (CCD) at an enterprise valuation of around
Rs 10,000 crore. Besides, Blackstone was also reportedly in
talks with the company to buy a majority stake in the real
estate venture of the founder, known as Tanglin
Developments for around Rs 2,800 crore.
VG Siddhartha slowly started to come under the radar of the
Income Tax Department, which first raided the premises of
the Cafe Coffee Day owner in September 2017. They
 Mounting
Controversies
Debts and
The income tax raids were
also eventually conducted at
20+ locations, including
Mumbai, Bengaluru, Chennai,
and Chikmagalur by the
senior officers of the Income
Tax Department of
The
the
missing
founder
Siddhartha had been found
missing since July 29, 2019, and

of
this news of the missing MD was
further confirmed by Coffee Day
Enterprises. Siddhartha had
allegedly told his driver that he
would be going for a walk near
the bridge and asked him to wait
at a distance on the 29th of July
2019. The driver lodged a missing
 A fisherman claimed that he
saw someone jumping off the
bridge, but it was only allegedly
until two days later that his
body was found in the
Nethravathi river backwaters.

The Cafe Coffee Day boss VG

Siddhartha had allegedly left a
letter where he expressed his
unhappiness over not creating
"the right profitable business".
 Compe
titors
1) Starbucks
2) Costa Coffee
3) McDonald’s McCafe
4) Lavazza
5) Dunkin Donuts
6) Gloria Jean’s Coffee
7) Caribou Coffee
8) Tim Hortons
9) Independent coffee chains
10) Indirect competitors – Tea
Brands like Twinings, Tetley, and
others
 The 3As
K Strategy
Affordability

Q Accessibility

R Acceptability
Product Presentation
Product Serving Size
O Hot Coffee 210 ml
A Cold Coffee 350 ml
V Smoothies 350 ml
P Granitas 350 ml
 SWOT
A Analysis
P O E
Strength Weakness Opportun Threat
Taste & The Theity
use of Brand
Quality of average clever Loyalty is
their rating for collaborati not so
products their ons strong.
behavior
and
THANK
S Prepared by
Mansi V Shah