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Volume : III, Issue : VIII, September - 2013 Brewing Fresh Formulations ( A Case Study Of Café Coffee Day) S.Gayathry Published By : Laxmi Book Publication Abstract : Café Coffee Day is a division of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL). ABCTCL grows coffee in its own estates of 10,000 acres. The land value of the coffee plantations is US$250–300 million. It is the largest producer of Arabica beans in Asia. Apart from this, the group also sources coffee from 11,000 small growers. V. G. Siddhartha from Karnataka is the founder-owner of the chain of Cafe Coffee Day outlets. Started off as a premium provider of broadband internet over a cup of coffee, CCD has evolved over the past two decades, expanded its beverage list beyond coffee, overhauled its food menu and is now in the process of re-inventing its easily recognized bright-purple-and-red identity. CCD is expanding its formats to include lounges and squares and creating sub-divisions for everything from highways to hospitals. This paper attempts to study the journey of CCD in brewing fresh formulations to stay relevant in the market.
Keywords : Article : Cite This Article : S.Gayathry, (2013). Brewing Fresh Formulations ( A Case Study Of Café Coffee Day). Indian Streams Research Journal, Vol. III, Issue. VIII, http://oldisrj.lbp.world/UploadedData/3050.pdf References : - Andrew Murphy, Ben Jenner-Leuthart, (2011) "Fairly sold? Adding value with fair trade coffee in cafes", Journal of Consumer Marketing, Vol. 28 Iss: 7, pp.508 – 515.
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