New Delhi, 21 March 2025: As India’s café culture flourishes, The Coffee Bean & Tea Leaf® continues to elevate the coffee and tea experience with the opening of its second café in GK1, the shopping hub of South Delhi. Known for its premium blends and handcrafted beverages, the global brand offers a space that seamlessly blends
The Coffee Bean & Tea Leaf® is accelerating its expansion in India with the support of its new master franchisee, Ekaagra Ostalaritza Pvt. Ltd. With plans to open 25 locations by the end of FY 2025 and 250 by 2029, the GK1 café marks a key milestone in becoming a leading player in India’s thriving café culture. Each location is more than just a café—it represents a commitment to an exceptional coffee and tea experience.
As part of a creative strategy for its store opening, The Coffee Bean & Tea Leaf® launched the “Dude with a Signboard” campaign—a playful and engaging activation that captivated GK1 customers. Featuring witty, relatable slogans like “Caffeine first, shopping later” and “You need coffee more than that extra pair of shoes,” the campaign cleverly blended humor with everyday coffee cravings. The result? Excitement extended beyond a single market, as shoppers stopped, laughed, snapped photos, and shared their experiences on social media, amplifying the brand’s reach and creating a buzz around the new café.
This experiential marketing strategy transformed the store opening into a memorable event, driving conversations, social media sharing, and genuine engagement. The campaign resonated with coffee lovers in Delhi, reinforcing the brand’s mission to elevate each cup beyond just a beverage—turning it into a moment to savor and cherish.
The Coffee Bean & Tea Leaf® is fast becoming a go-to destination for coffee and tea lovers, with two locations now open in Delhi NCR. The GK1 café offers a welcoming space to relax, work, or connect over rich espressos, creamy lattes, exotic teas, and signature ice-blended drinks.
A study from the Coffee Board of India, part of the government’s Ministry of Commerce and Industry, noted discretionary spending in the country is up, hybrid and remote work are bringing young professionals to cafes, and consumer preferences are shifting to artisanal and specialty coffees. Nearly 70 percent of non-coffee consumers are willing to try coffee at cafes, the study said.
“The Coffee Bean & Tea Leaf’s commitment to quality sets it apart—it exclusively selects the top 1% of Arabica beans and the finest two leaves and a bud for its teas, sourcing directly from private, family-owned tea estates.
‘Our unwavering focus on quality is a key differentiator and a strong USP. Coupled with our offering of hot, freshly prepared food alongside your favorite coffee and tea, we’re set to elevate the café experience,’ said Prashant Chauhan, Chief Strategy Officer at Ekaagra Ostalaritza Pvt. Ltd.
