Market Coffee is no stranger to India.

It has been around in India since the 17th century, though consumption was initially limited to the southern region of the subcontinent. But thats all changed now. Indian consumers have evolved. They are exposed to international trends through films, advertising, youth community sites and personal blogs. Global brands have coloured their retail landscape, along with hyper malls and cineplexes. This has elevated the out of home experience for them they have more to choose from and are savvy when it comes to making decisions. This has led to an increase in demand for innovative, sophisticated products and more significantly, specialty cuisine and beverages. Today, people have more disposable incomes to spend on food, retail and entertainment than ever before. They are hanging out more often which has given rise to a contemporary caf culture. The result? Coffee has made its way across the Indian landscape and rooted itself in the lifestyles of the people, both young and old. The coffee chain market in India, at 6.5 per cent of the total coffee retail market, is valued at Rs.400 crore (Rs.4 billion), according to the retail consultancy KSA Technopak. Results show that coffee consumption in India currently stands at 66gms per head, as compared to 1.2 kg in the US (Source: Indian Coffee Board). Clearly, there is a huge opportunity to develop this huge, but very latent market. Research has revealed that the people who visit cafs want more than a cup of coffee. They want an interactive experience, in an ambience that is friendly, comfortable and warm. Each Barista Lavazza Espresso Bar is designed keeping all this in mind. Barista Lavazza provides its consumers with a comfortable place away from home and work. Its a place where they can spend time with friends, family, or even by themselves enjoying authentic coffee in an inviting, enriching and unobtrusive environment.

Achievements In a relatively short span of eight years, Barista Lavazza has managed to capture the loyalties of many a coffee lover. Its leadership position can be attributed to a remarkable expertise in specialty coffee coupled with a sound technical competence, an ever evolving retail experience, a rapidly growing distribution network and top end maintenance support. It has also created and nurtured a successful franchisee model for international markets.

Things were obviously moving in the right direction because the accolades soon followed. Recognition came from BBC, The Times of India and Business Standard as the Brand of the Year. Barista Lavazza also received the TOPS Award for Specialty Coffee Excellence by the Specialty Coffee Association of America (SCAA) which recognizes specialty coffee retailers who differentiate themselves through better business practices. Barista Lavazza was also ranked by the HT Food Guide as the Best Place to Have Coffee and Caf of the Year by The Times Group in the Times Food Guide. Recently, Barista Lavazza has been voted Superbrand for three years in succession and also awarded the Most Admired Retailer of the Year Catering Services at the Images Retail Forum, 2007-08.

History Established in February 2000, Barista Lavazza is noted as a pioneer of Indian caf culture. The Barista Lavazza chain of espresso bars delivers a truly Italian coffee experience in warm, friendly and relaxed environments. It aims to provide a comfortable place for people to unwind over interesting conversations and a cup of coffee. The people who fill up Barista Lavazza consist of young adults, who are exposed to global lifestyles and appreciate the authentic flavours and tastes of coffee. Currently there are over 200 Barista Lavazza Espresso Bars and Barista Crme Lavazzas in over 30 cities in India. Besides the Indian sub-continent, Barista Lavazza also has cafes in locations across Sri Lanka, Oman and the UAE. Barista is owned by Lavazza, Italys largest coffee company. Lavazza traces its origins back to 1895, when Luigi Lavazza purchased a little grocery store, Paissa Olivero, in the old commercial section of Turin for 26,000 Italian Lire, about US$ 20. In the early 1900s, he invented the concept of the blend a complex art of mixing together coffee of different origins to obtain a distinctive taste and harmonious flavour in the cup. Before the turn of the century, the name Lavazza evolved into an international powerhouse and the unofficial ambassador of Italy, being synonymous with all things Italian creativity, art, passion and of course, espresso. Created using only the purest raw materials, Lavazza uses the strength of its experience and advanced technological resources to successfully spread the unique and unmistakable taste of its espresso. Today, it is legendary in terms of quality and recognized the world over as the symbol of Italian espresso. It is the preferred espresso in Italy and enjoys an impressive 46.5% share in the Italian retail market (value, source: Nielsen). Itd operates in over 80 countries in the Home and Away-from-Home sectors (Foodservice, Vending and Cafes). With over 110 years of coffee heritage, Lavazza is Italys most favourite coffee.

Product Barista Lavazza serves a diverse range of coffees keeping in mind the tastes of discerning customers. The list includes premium international coffees from Lavazza, indulgent hot coffees with exciting flavours such as the Hazelnut Mocha and the bestselling Cappuccino Cookie n Cream, signature cold coffees such as Brrrista Blast, Swiss Mocha Frappe and Brrrista Cookie Crunch along with perennial favourites like Cappuccinos, Mochas and Lattes in a variety of serve sizes. Besides coffee, the menu also boasts refreshing mocktails and 100% natural ice teas, freshly brewed and flavoured with natural fruit extracts. The internationally acclaimed I Piaceri del Caff a fine collection of Lavazza designer Italian espressos was also launched in 2008. Coffee and conversations often lead to food, which is why Barista Lavazza has a variety of eating options as well. It leverages consumer trends to launch products that are as appreciated as they are delicious. The increasing number of health and fitness addicts prompted the launch of natural foods and salads, along with fresh fruit smoothies and thirst busters for the diet conscious. The business and expatriate crowd is addressed in the form of healthy breakfast options, Quick Bites for a speedy meal on the go and premium international coffees from Lavazza. The teens that love to hang out are enticed with sinful indulgences like the ever popular Dark Temptation Chocolate Cake and Wicked Brownie along with filling sandwiches and a host of vegetarian and non-vegetarian snacks to munch on. In addition to the core menu, Barista Lavazza introduces special seasonal and occasional menus featuring innovative products like coffee cocktails with ground chocolate, cappuccinos with toasted almonds and hazelnut lattes. Barista Lavazza also has a range of health and low calorie beverages and foods. With a range of sugar free and low fat coffees smoothies, freshly brewed ice teas and coolers flavoured with fresh fruits and fruit extracts and foods such as low fat muffins and sandwiches, with speciality multigrain breads and healthy fillings. Barista Crme Lavazza which is Barista Lavazzas premium lounge format and the next level of luxury for the coffee connoisseur- also has a fresh deli station with an elaborate food menu with wholesome breakfast options, international club sandwiches, healthy crisp salads, delicious pizzas, lasagnas & pastas. The ones with a sweet tooth can indulge themselves in the most alluring desserts - the sinful Tall Chocolate Cake and the Blueberry Cheese Cake. Each product has something enticing to offer. Barista Lavazza also has a wide range of coffee merchandise like signature coffee blend and plungers, coffee mugs, quirky steel coffee coasters, premium sippers to give our guests an opportunity to take home a part of the Barista Lavazza experience.

Recent Developments Having introduced India to fine Italian Coffees and simultaneously spreading coffee culture across the nation, Barista Lavazza decided to raise the bar by unveiling Barista Crme Lavazza its premium chain of cafs. Open early morning to late night, Barista Crme Lavazza pampers guests with plush lounge seating, personalised table service, some of the finest coffees and a deli station that tosses up everything from fresh salads and hearty sandwiches to pizzas, pastas and desserts. With a current count of 15 Barista Crme Lavazzas across India and more underway, the new lounge format has sunk in well with todays savvy and well-travelled customers. The success of Crme was swiftly followed by a corporate and highway model as well. As times move on, Barista Lavazza has certainly kept pace. 45 top outlets offer wi-fi now and 75 outlets offer bluefi for todays mobile and sms happy generation.

Promotion Barista Lavazza started out with no publicity, the espresso bars were the advertisements. The posters, tent cards and ambient graphics inside each espresso bar did all the talking, in a tone of voice that was witty, warm and welcoming. The rest happened through word-of-mouth, creating a group of loyalists along the way, for whom Barista Lavazza today is more than just a habit. To keep things fresh for its customers, Barista Lavazza runs in-store promotions from time to time. Besides independent initiatives, Barista Lavazza has also associated with great brands to enhance guest experience with relevant & valuable offerings. In recent times, innovative product placement strategies have also allowed Barista Lavazza Espresso Bars to feature in commercials and feature films. Customers always find something new to look forward to at Barista Lavazza, be it special menus created for Valentines Day or the Friendship Jam which involved exciting contests and activities for an entire week. Theres the occasional live music performances, tarot card readings, handwriting analysis sessions, makeovers and caricature artists to enhance the overall guest experience. Barista Lavazza with its penchant for always offering better than the best brings to its guests a week full of fun, frolic and mirth. Barista Lavazza celebrated Friendship Week to celebrate the warmth of friendship. The guitar at Barista Lavazza has always been very popular amongst its regulars. Barista Lavazza this year took the guitar association further and gave its guests and their gang of friends an opportunity to be famous through their music.

Barista Lavazza believes in enhancing customer experiences by focusing on multiple touch-points the design of the store, the level of its service and the quality of its products. The brand regularly refreshes its store look and menu to keep up with changing consumer trends. Barista Lavazza also focuses on themes and avenues that complement coffee, such as music, art and books, while select outlets also offer wi-fi connectivity to the Internet.

Brand Values At Barista Lavazza, we do all we can to make every guest feel comfortable and welcome. We serve nothing but the finest Arabica coffees and cuisine at great value prices. We have friendly and efficient brew masters who believe in service with a smile. And provide a cheerful, interactive ambience that makes guests wish their coffee breaks lasted just a little bit longer. To share our cup of joy, we have always stuck to our Italian roots, guarding them zealously to ensure that our espresso bars reflect the warmth and character of traditional Italian coffee houses. And in the process, make Barista Lavazza the place where the world meets. Our aim is to passionately deliver the highest levels of experiential services, maintain consistency in serving the highest quality products and become a globally competitive organization one that is driven by an insatiable thirst for excellence.

Things You Dont Know About Barista Lavazza 1. The base of all coffees at Barista Lavazza is freshly brewed espresso made from 100% Arabica beans only. 2. The plectrum shape of the original logo and the guitar being a popular Barista Lavazza icon was purely coincidental. 3. Barista Lavazza does not advertise in mainstream media. It uses its espresso bars to communicate all that it has to and relies on word of mouth to do the rest 4. Barista Lavazza while a hang out joint for coffee connoisseurs and seekers of indulgence also serves a range of health and low calorie beverages and foods. 5. In 1895, Luigi Lavazza purchased Paissa Olivero, a tiny grocery store in Turin, for 26,000 Italian Lire, about 20 US$. He turned it into a $900 million empire. Today, Lavazza has cafs worldwide and also owns the Barista Lavazza chain of espresso bars.