Teaching Note: Blue Tokai Coffee Roasters: scaling India’s specialty coffee culture

This case explores the emerging specialty coffee market in India. It examines the opportunities and challenges for new entrants in the sector, such as issues of quality control, pricing, consumer education and infrastructure limitations. The case highlights the optimistic trajectory of specialty coffee consumption in India, juxtaposed against its relatively low penetration compared to global markets. The discussion invites students to consider whether entering this niche yet growing market presents a viable business opportunity and what strategies might be required to succeed.

The case is centered on Blue Tokai Coffee Roasters (BT) – one of India’s pioneering specialty coffee brands....