The Hindu Business Line : Measured pep

That caffeine brings along a trail of health hazards is an established fact. This is probably a major reason why tea is chosen over coffee, an otherwise peppy, frothy drink. Thus a certain degree of awareness, coupled with marketing skills and doses of confidence, was required to package coffee in moderate measures. Voila! the steaming beverage got a new flavour — it came to be known as Caffé Inch.

As the name suggests, the café blends coffee in inches and this is retailed across the counter in measures ranging from a mere inch to four inches. The varieties available are similar to those offered at any branded café, but here the difference lies in the made-to-measure option.

Of course, the right blend was achieved through a trial-and-error process. Qatar-based businessman Naseer, a coffee connoisseur himself, tried doling out the stimulant in perfect measures in 2004. Soon he opened his first outlet in Cairo, Egypt in August 2005. Today six outlets are waiting to percolate into parts of Saudi Arabia, and Dubai.

Coffee Lovers

Bangalore became part of the strategy after Caffé Inch set up shop here last year. The city was chosen as the entry point into India as it is known for its coffee consumption. The Caffé Inch brand is registered in Switzerland as Swiss Management Venture and in India as Summit Hospitality Pvt Ltd.

As the stimulant is served in moderate measures, people across different walks of life drop by to recharge and rejuvenate. “We have clients in the 18-40 age group with most being corporate professionals. Since the concept is unique, the place also doubles as a venue for corporate meetings during the week. The weekends witness a crowd of expat families,” says Vijai Murugan, manager operations, Caffé Inch.

An inch of difference

Going beyond coffee, Caffé Inch has evolved into an eatery offering Mediterranean, Mexican and Italian cuisines, and the meal can be rounded off with a mug of coffee.

If cappuccino is ideal for the Mediterranean menu, espresso is a popular choice with Italian specialities, while cold coffee could be an accompaniment for a spicy Mexican dish. Probably this is what urged Murugan to concoct a new variant.

As he puts it, “Our price points have been worked in accordance with the measures we offer.

A three-inch coffee is priced Rs 36. I am now creating Inccino, which is a rich cold-coffee, to be enjoyed as a leisure drink.” This will then be backed by a new menu comprising starters like nachos, bruschettas and satays, along with a selection of steaks, grills, pastas and a variety of desserts.

Given this gourmet platform and a measured coffee positioning, the group plans to expand to other cities like Hyderabad, Delhi, Pune, Mumbai and Chennai. In Bangalore, it plans five more outlets. ‘Catch them young’ seems to be part of the game plan, as the group is all set to start a kiosk in an international school.

Palatable business

Coffee is more than just a beverage. It is part of a popular culture. And this is reflected in the impressive turnover of Rs 90 lakh that Caffé Inch achieved in 2006-07. This financial year, it plans to double growth through additional outlets.

And why not? In a city like Bangalore, stylish cafes, where the young and old come for a coffee break, thrive alongside traditional joints like India Coffee House and the more recent Darshinis. Exotic variants abound, apart from strong Mysore filter coffee. Conversation filters through a cup of latte or a shot of espresso. “Bangalore has a total of 89 cafes. Some of these have daily revenues of Rs 3,500 and the best ones have a revenue of Rs 48,000-plus per day,” says coffee evangelist Harish Bijoor. Obviously, coffee is a palatable business.

This young and happening drink is also considered a cerebral beverage that stands apart from competing options such as tea, milk and the bottled carbonated drink.

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