Abstract : India's alternative to Starbucks was intended to be Cafe Coffee Day. It promptly captivated the hearts of India's growing middle class when it opened business in 1996 with the tagline "A lot can happen over coffee." CCDs provided the ideal venue for everyone who wanted to be a part of the chic coffee culture. You may go out on dates, attend job interviews, or simply hang around with your buddies. India had almost 1,700 CCD outlets at one point, scattered across the countries, many cities and highways.
However, the last 7–8 years haven't exactly worked as planned for the company. Several coffee houses began to pop up all throughout India, and Starbucks also joined the race which in turn disturbed the velocity of CCD.
