The Rise of Specialty Coffee in Small-Town India: A New Brew Culture Emerges**

As small towns in northern India embrace specialty coffee, the trend is reinventing beverage culture, driven by a combination of changing consumer preferences and the influence of social media.**

The aroma of freshly brewed coffee is becoming a delightful new reality for the historically tea-loving populace of northern India. The rise of specialty coffee shops is creating ripples among communities that once exclusively cherished their chai. Harmanpreet Singh, a former bakery owner, exemplifies this wave as he transitioned into the coffee business, motivated by a desire to connect with his patrons on a deeper level. Singh opened Buland Café in Jalandhar in 2021, responding to a burgeoning interest in coffee, particularly among the youth and returning expatriates during the pandemic.

With an eye on the latest brewing techniques, Singh ventured to Bengaluru to hone his skills. There, he assembled a comprehensive understanding of the coffee culture, focusing not just on the beverage but also on the ambiance, service, and overall experience. Upon returning, he established the café, which now boasts 40 outlets beloved by young patrons seeking a space for relaxation and remote work. The coffee beans, sourced from renowned Karnataka estates, are roasted to diverse blends, demonstrating a shift in consumption trends across the region.

Entrepreneurs are capitalizing on the growing coffee culture beyond major urban centers, as more people embrace remote working and look for social meeting spots. As Bharat Singhal, founder of Billi Hu roasteries, highlights, consumers are becoming well-versed in roasts and sourcing, which contributes to the increasing demand for specialty coffee in tier-two cities. Recent studies show that over 44% of Indians are now coffee drinkers, signaling a transformation in beverage choices.

The trend's roots can be traced to the 1900s, with Indian Coffee Houses serving as intellectual hubs. A surge in coffee culture occurred in the 1990s, and the arrival of international chains like Starbucks has only fueled this growth. While major cities like Delhi and Mumbai lead the charge, smaller towns are rapidly catching up, supported by a tech-savvy customer base eager for aesthetically pleasing coffee experiences to share on social media.

Innovative café owners, such as Nishant Sinha in Lucknow and Jatin Khurana in Ludhiana, are blending traditional flavors with modern coffee culture, creating unique offerings that resonate with local tastes. Despite the excitement around this new coffee landscape, challenges remain, including the high operational costs and the need for skillful baristas. For new café owners like Neha Das and Nishant Ashish in Ranchi, understanding local preferences and maintaining a commitment to quality is key to long-term success.

As the specialty coffee movement continues to unfold in small-town India, it is not just altering the beverage landscape, but also redefining social dynamics, offering spaces for entrepreneurship, creativity, and community building.