Product Overview

Barista has emerged as a leading coffee chain in India. It was the first to sense the latent need of Indian consumers wanting not just a product but a complete coffee experience. The case describes the key factors contributing to the growth of Barista. It discusses the dilemma faced by the company on adopting the franchise model to further expand its chains of cafe in the country and abroad. Its top management has to take important decisions related to the pricing and product mix and reshape its marketing strategy.

Learning Objectives

The case describes the key factors contributing to the growth of Barista.