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Cafe Coffee Day ushered in is a wave of cafe culture in small towns

Cafe Coffee Day ushered in is a wave of cafe culture in small towns

Besides introducing the taste of coffee to traditional tea belts, what the marquee chain quietly ushered in is a wave of cafe culture in India's small towns.

Selling coffee in Delhi?The idea of selling the beverage associated with Madrasis in the capital wouldhave been sniggered at a decade ago or so. Not after the success of V.G.Siddhartha-founded Cafe Coffee Day.

The 1,240-store CCD, as the chain is calledin short, has 170 stores in the National Capital Region - just five short ofthe number in Bangalore.Besides introducing the taste of coffee to traditional tea belts, what themarquee chain quietly ushered in is a wave of cafe culture in India's smalltowns. Sceptical how valued such hangouts are? Ask the 600 million Indiansunder 25.

By Anusha Subramanian, Anand Adhikari, K.R. Balasubramanyam, Rajiv Bhuva, Josey Puliyenthuruthel,G. Seetharaman and Sunny Sen