Jalandhar’s Coffee Trailblazer

Harmanpreet Singh, the owner of Buland Café in Jalandhar, exemplifies this growing trend. Leaving behind his family bakery, he ventured into the specialty coffee scene after observing increased demand during the COVID-19 pandemic.

Singh honed his skills in Bengaluru, learning about brewing techniques, café ambiance, and customer experience. His efforts paid off—Buland Café now boasts 40 outlets in Jalandhar. Singh attributes his success to sourcing premium beans from Karnataka and ensuring his staff masters the art of brewing.

“It’s not just about coffee; it’s about the experience,” says Singh, emphasizing the importance of ambiance, service, and customer connection.

The Rise of Café Culture in Tier-Two Cities

The specialty coffee boom is no longer confined to major cities like Bengaluru, Delhi, and Mumbai. Post-pandemic, smaller cities such as Ranchi, Ludhiana, and Lucknow are witnessing a surge in demand. Factors contributing to this include remote work, increased disposable income, and a desire for social spaces.

Bharat Singhal, founder of Billi Hu roasteries, notes that customers are becoming more discerning. “They want to know the origin of their coffee and are willing to pay for quality.”

Social Media and the Aesthetic Appeal

Social media plays a significant role in popularizing specialty coffee. A well-designed café with Instagram-worthy aesthetics can draw in a crowd just as much as a good cup of coffee.

Nishant Sinha from Roastery Coffee House in Lucknow capitalized on this trend by offering cozy seating, free Wi-Fi, and a variety of coffee options. His café’s ambiance is just as much of a draw as the coffee itself.

Experimenting with Local Flavors

Entrepreneurs are also innovating by blending traditional flavors with specialty coffee. Jatin Khurana’s Urban Buhkkad café in Ludhiana offers a nostalgic “Shadi Wali Coffee,” a modern take on a wedding favorite.

“We want to capture the essence of what people grew up with, but elevate it with freshly ground beans and different roasts,” explains Khurana.

Challenges in the Specialty Coffee Business

Despite its growth, the specialty coffee industry in small towns faces challenges. High-quality coffee machines, trained baristas, and premium beans come at a cost. Some café owners cut corners, leading to inconsistent quality.

Neha Das and Nishant Ashish, owners of The Eden’s Café in Ranchi, highlight the importance of balancing profitability with customer satisfaction.

“Longevity requires more than profit. It’s about dedication and understanding your customers,” says Das.

The Future of Coffee Culture in 

With over 44% of Indians now drinking coffee, according to a CRISIL report, the future looks promising. Subscription services and advanced brewing methods like pour-over and espresso are becoming popular. Specialty coffee has moved beyond a trend to become a lifestyle choice in India’s evolving café culture.

The specialty coffee wave is transforming small-town India, offering not just a beverage but an experience. Entrepreneurs like Harmanpreet Singh and others are at the forefront, crafting spaces where community and quality coffee intersect. As demand continues to grow, India’s coffee culture is set to thrive, bridging tradition and modernity in every cup.