After opening its first store in April 2024, the specialty coffee start-up is seeking to catalyse growing coffee consumption in India, particularly among younger consumers, to rapidly expand across New Delhi
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First Coffee co founders Sohrab Sitaram (left), Shiv Dhawan (centre) and Chandini Purnesha (right) | Photo credit: First Coffee
India’s First Coffee is seeking to significantly scale its on-the-go specialty coffee shop concept to reach 35 sites by the end of 2024.
Founded in 2023 as India’s ‘first single origin, single estate coffee business’, First Coffee opened its debut store at New Delhi’s Pacific Outlet Mall in April 2024 before launching two further outlets in the Indian capital later in the same month.
In a press release, First Coffee said its focus on mobile ordering, delivery and minimalist store aesthetic would appeal to a broad range of customers, inlcuding ‘Zoomers, Millennials and Gen Xers’ The brand’s premium beverage menu features a wide range of flavoured coffees, cold brews and bubble teas, which are particularly popular among younger consumers.
“We are ushering in a new era of elevated coffee experiences. Our premium quality coffee is tailored to the discerning palates of the youth, providing an exceptional coffee journey that celebrates the scene of artisanal cultivation,” said Chandini Purnesh, co-founder of First Coffee and owner of the Harley Estate coffee farm in Chikmagalur, which supplies the coffee operator.
India’s domestic specialty coffee segment is becoming increasingly competitive as more start-ups and entrepeneurs seek a slice of the country’s booming coffee shop market.
Boutique chains Third Wave Coffee and Blue Tokai Coffee Roasters each received significant investment last year to build upon their respective 110 and 102-store footprints.
Additionally, fellow value-focused Indian brands abCoffee and Nothing Before Coffee are both seeking rapid outlet expansion over the next few years.
Backed by over $5m investment, Mumbai-based abCoffee has an ambitious goal of growing from 48 stores across India to 10,000 within the next 10 years, while Jaipur-based franchise chain Nothing Before Coffee is planning to reach 400 stores in India and 100 in Europe by 2026.
First Coffee prices espressos at RMB 115 ($1.38), or RMB 140 ($1.68) for its microlot coffee range, and cappuccinos from RMB 175 ($2.10). In comparison, abCoffee sells the same beverages from RMB 77 ($0.92) and RMB 97 ($1.16) and Nothing Before Coffee at RMB 98 ($1.17) and RMB 112 ($1.34).
Bangalore-based Third Wave Coffee sells espressos at RMB 189 ($2.26) and Gurugram-based Blue Tokai at RMB 190 ($2.28), with each pricing cappuccinos from RMB 219 ($2.16) and RMB 230 ($2.75) respectively.