The Indian Second Wave

Most obituaries will describe the just-deceased VG Siddhartha as a businessman, a “coffee tycoon” and as the son-in-law of a prominent politician. However, the way I see it, he was no less than a cultural icon, and with one business, dramatically changed Indian culture in two ways.

In 1996, Siddhartha started India’s first cyber cafe, which was one of the few cyber cafes that was actually a cafe. A coffee wholesale exporter, he got into the retail business with the first outlet of Cafe Coffee Day (CCD) on Bangalore’s busy Brigade Road. For fees, you could sit there to browse the internet while sipping on espresso and cappuccino, drinks hitherto unknown to Bangalore’s (already established) coffee culture.

Soon enough he was to exit the cyber side of the business, as his retail chain’s expansion focussed on coffee, and dedicated “cyber cafes” (they were still called that) that enabled people to browse the internet for a fee mushroomed across the country. Nevertheless, we should give him credit for giving birth to an idea that enabled the first generation of Indians to truly access the internet before broadband became a thing.

The first time I interacted with his business was in 1998, when I visited the aforementioned Brigade Road CCD. For a conservative 15-year-old from South Bangalore, it was a bit of a sticker shock, with espresso priced at Rs. 10 and cappuccino at Rs. 20. There were iced drinks on the menu as well, but they were more expensive.

I don’t think I quite liked the espresso (we all ordered that that day, given the prices), but it was a new experience of consuming coffee. As I grew up and came into more money I would patronise CCD much more often.

There was an outlet on the IIMB campus, and that became the default location for any campus “treats”. I clearly remember the cold drinks – tropical iceberg and cold sparkle – being priced at Rs. 32 back in 2004. Prices went up over time but these drinks remain my favourite cold drinks at CCD to this day.

Over the last 10 years, CCD has mostly served as a meeting room for me. When I moved into my current house 5 years ago, I used a CCD that was 300 metres away to entertain any visitors (this outlet closed recently, but a flyer in today’s newspaper informs me that an “experience centre” is coming up closer by).

Whenever I have had to meet someone and we’ve had to find a place to meet, by default we have looked for CCD outlets. And we continue to do so – while Starbucks and the artisanal “Aussie-style” coffee shops (such as Third Wave or Blue Tokai) might be preferable, CCD’s sheer density has meant that it is India’s default meeting room.

Sometimes we under-appreciate the impact that CCD has had in Indian culture. It was perhaps the first large chain of “neutral venues”, where people could meet and hang out for a long time without being pestered by the waiters. I mentioned that I have been using the chain as a meeting room for a few years now. While that might be its primary use, you also find college kids who have saved up a bit on their pocket money hanging out there. My first date with my wife also took place partly at a CCD.

And then there are the loos. CCD has also completely altered the face of highways in India by offering clean loos at its outlets, making it far easier for women to travel.

The chain may not be doing that well – it seems like its financial troubles led to Siddhartha killing himself. However, given that it is a publicly traded company, we can trust the market to resolve its issues so that it continues.

And even if it fails and has to shut shop in due course, what CCD has done is to show that there is a viable market in India for a coffee shop that sells decent (but not great) coffee, where people can sit around and linger and do their business, whatever that may be.

In that way, Siddhartha’s legacy will endure.

 

Why coffee in Portugal is so bad

The title of this blog post is the text I entered into my google search bar at Lisbon airport, on my way back to London last weekend. What Google showed me on top was a blog post titled “why coffee in Portugal is so good“. The contents of the post, though, had given me the answer.

In terms of coffee cultures, Spain and Portugal are rather similar. Coffee shops usually double up as bars, unlike in England for example. This means that the baristas aren’t particularly skilled, and so you don’t get fancy latte art. The coffees you get are thus espresso, espresso with some milk and espresso with lots of milk. The milk being foamed gives the coffee a good taste, in Spain that is.

The reason coffee in Portugal tastes bad is the same reason that coffee in France tastes bad – it is a result of colonialism.

During the years of the Salazar dictatorship, Portugal was economically isolated. This meant that it could only turn to its colonies for coffee. And the Portuguese colonies (not sure if Brazil is included in this since it became independent way back in the 1800s) exclusively produced Robusta coffee. And Robusta coffee, being inferior to Arabica, is roasted slowly, and produces a bitter brew. Which is what we uniformly got in our trip to Lisbon.

France had a similar story. Though there was no economic isolation, imports from its colonies were subsidised, and this was again largely Robusta coffee. And so, as the roads and kingdoms post linked above explains, coffee in France is bad.

I’m not sure if Spain got/gets most of its colonies from its erstwhile colonies. If it does, it goes a long way in explaining the quality of coffee in Spanish cafes, despite them doubling up as bars and not necessarily having skilled Baristas. For the likes of Colombia and Ecuador and Honduras produce absolutely brilliant Arabica coffee.

 

Caffeine kick

Until June or July this year, I firmly believed that well-made South Indian filter coffee was the best form of coffee ever. This belief possibly had to do with my conditioning, having been exposed this to this coffee form from an extremely early age, and the belief sustained even in the face of pretty excellent coffees from quite a few artisanal “Aussie style” cafes here in London.

Then, around then, I decided to embark on “intermittent fasting”, which meant no calorie consumption from 8 in the night to the next noon (each day). The diet permitted me to drink coffee or tea in the mornings as long as no milk or sugar was added to it, and that presented a problem.

For South Indian filter coffee can’t be drunk black. The addition of the chicory, which slows down the pace through which water/steam filters through the beans in order to maximise flavour, adds its own flavour, which when unmasked by milk can be pretty revolting. Though I must mention that chicory powder is sold as a separate “health drink” here in the UK (maybe it needs to be marketed such because its taste is most revolting).

That I couldn’t add milk to my coffee meant that I needed to explore other ways of making good black coffee. Counter top space (or the lack of it) ruled out contraptions such as an espresso machine or even a Nespresso machine. There was an old Braun “coffee maker” (which my mother-in-law reportedly procured two decades ago) at home, but that dished out pretty bad coffee (which only Americans might appreciate).

And so I started exploring, asking around coffee-geek friends (not to be confused with the cafe of a similar name in Victoria). The French Press was quickly ruled out on account of taste. I strongly considered the Aeropress and the Hario V60, and in the spirit of “try before you buy” or even “learn before you buy”, I asked baristas at my favourite local artisanal cafe to show me how to brew in these methods.

I quite liked the output of both methods, but found the aeropress apparatus a bit cumbersome and hard to clean (one reason I didn’t want to use my trusty Bialetti Moka Pot to make non-South Indian coffee as well). The V60 on the other hand offered simplicity of making process as well as extreme ease of cleaning. So quickly after I had tried, I had bought the pourover cup from Amazon, and a bag of beans from Electric (they ground it for me) and I was ready to go.

I’ve since fallen in love with this form of coffee, though when I go to a cafe I order an espresso-based drink (Cortado/Piccolo or Flat White depending on the cafe). And though I gave up on intermittent fasting a month and half after I started it, I continue to make this (I’m sipping on one such cup as I type this). And this is because of the caffeine kick.

I think I had this realisation for the first time back when I was still fasting – I drank a cup of pourover coffee just before I hit the gym (on an otherwise empty stomach), and I was astounded by my own energy levels that day. And I have since tested this in several other situations – before meetings, while doing an important piece of work or simply to stay awake. The caffeine kick from pourover coffee is simply unparalleled compared to any other kind of coffee I’ve had (though espresso-based coffees in cafes come very close).

South Indian filter coffee optimises for flavour at the cost of the caffeine. The decoction is frequently stored for a long time, even overnight. The large amount of milk added means that a given amount of beans can be used to make several more cups. And the chicory addition means that brewing is slower and more flavour gets extracted from the beans, though it’s unlikely that the amount of caffeine extracted is proportionally large.

And all this together means you get incredibly tasty coffee, but not something you can get that much of a caffeine kick out of. And that is possibly why we are conditioned to drinking so many cups of coffee a day – you need so many cups to get the level of caffeine your body “needs” to function.

And this explains why South Indian filter coffee in the evenings has never interfered with my sleep, buy any coffee bought in a good cafe after 5pm has invariably led to sleepless nights!

Do you have anything else to add to this theory?

PS: The first time I made pourover coffee, I used Indian beans from Chickmaglur (that I bought here in the UK), so it’s not to do with the beans. It’s the extraction method.

Speaking of yellow

Last night, we needed to distract the daughter from the play-doh she was playing with so that she could have dinner. So I set up a diversionary tactic by feeding her M&Ms while her mother hurriedly put away the play-doh.

Soon we figured we needed a diversionary tactic from the diversionary tactic, for the daughter wanted to continuously eat M&Ms rather than have dinner. I tried being the “bad dad” by just refusing to give her any more M&Ms but that didn’t work. So another diversion was set up where the put on TV, and in that little moment of distraction, I put away the yellow packet of M&Ms behind some boxes in its shelf.

Evidently, it wasn’t enough of a distraction, as the daughter quickly remembered the M&Ms and started asking for it. I told her it’s “gone” (a word she uses to describe my aunt who passed away recently), but she wouldn’t believe it. Soon she demanded to inspect the shelf by herself.

Her mother held her high, and she surveyed all three shelves in the cupboard. I hadn’t done a particularly great job of hiding the M&M packet, but thankfully she didn’t spot the yellow top of the packet from behind the masala box.

Instead, her eyes went up to the top shelf of the same cupboard where there was the only visible yellow thing – a bright yellow packet of coffee powder (from Electric Coffee). She demanded to inspect it.

Both of us told her it was coffee powder, but she simply wouldn’t listen. I opened the packet to make her smell it, and see the brown powder inside (we get our coffee ground at the shop since we don’t have a grinder at home, else it’s likely she might have mistaken a bean for a brown M&M). She still wasn’t convinced.

She put her hand right in and pulled out a tiny fistful of coffee powder, which she proceeded to ingest. Soon enough, she was making funny faces, though to her credit she ate all the coffee. It seems the high was enough to make her forget the M&Ms. And suddenly she started running around well-at-a-faster-rate. Fast enough to go bang her head to the wall a minute later – I suspect the caffeine had begun to act.

By the time she had finished crying and recovering from the head-bang, she was ready to belt curd-rice with lime pickle.

And if you want to ask, she fell asleep an hour later. Unlike us oldies, caffeine doesn’t seem to interfere with her sleep!

PS: The title of this post is a dedication to Sanjeev Naik, for reasons that cannot be described here.

The skill in making coffee

Perhaps for the first time ever in life, I’m working in an office without a coffee machine. I don’t mind that so much for two reasons – firstly, having to go down 27 floors and then pay explicitly for a coffee means that my coffee consumption has come down drastically. Secondly, there is a rather liquid market of coffee shops around my office.

As you might expected, there is one particular coffee shop close to my office that has become my favourite. And while walking back with my flat white on Wednesday afternoon, I noticed that the coffee tasted different to the flat white I’d had at the same place the same morning.

Assuming that even artisanal coffee shops like that one are unlikely to change beans midway through the day, I’m guessing that the difference in taste came down to the way the coffee was prepared. Flat white involves some effort on behalf of the barista – milk needs to be steamed and frothed and poured in a particular manner. And this can vary by barista.

So this got me thinking about whether making coffee is a skilled task. And this might explain the quality of coffee at various establishments in Bangalore.

When the coffee bar is equipped with an espresso machine, the job of making an espresso involves less of a skill since all that the barista needs to do is to weigh out the appropriate quantity of beans, press it down to the right extent and then pop it into the espresso maker (I know these tasks themselves involve some skill, but it’s less compared to using a South Indian style filter, for example).

When you want milk coffee, though, there is a dramatic increase in skill requirement. Even in South Indian coffee, the way you boil and froth the milk makes a huge difference in the taste of the coffee. In Brahmin’s Coffee Bar in Shankarpuram, Bangalore, for example, the barista explicitly adds a measure of milk foam to the top of the coffee lending it a special taste.

And when it comes to “European” coffee, with its multiple variants involving milk, the skill required to make good milk coffee is massive. How much milk do you add.. How hot do you steam it.. Whether you add foam or not.. These are all important decisions that the barista needs to make, and there is a lot of value a good barista can add to a cup of coffee.

One of my biggest cribs about chain coffee shops in India is that the taste of the coffee isn’t particularly good, with hot milk coffees being especially bad. Based on my analysis so far, I think this could be largely a result of unskilled (or semi-skilled) and inexperienced baristas – something these chains have had to employ in order to scale rapidly.

The cold coffees in these places are relatively much better since the process of making them can be “fighterised” – for each unit, add X shots of espresso to Y ml of milk, Z ice cubes and W spoons of sugar and blend. The only skill involved there is in getting the proportions right, and that can be easily taught, or looked up from a table.

The problem with hot coffees is that this process cannot be fighterised – the precise way in which you pour the milk so that there is a heart shape on top of the cappuccino foam, for example, is a skill that comes only with significant practice. Even the way in which the milk is to be foamed is not an easily teachable task.

And that is the problem with chain coffee shops in India – lack of skilled labour combined with the need to scale rapidly has meant that people have tried to use processes to compensate for skills, and in most parts of coffee making, that’s not necessarily a good way to go.

BrEntry

So we moved to London yesterday. The wife has got a job here, and Berry and I have tagged along as “dependants”. My dependant visa allows me to work here, though it has been mentioned rather complicated as “Restricted no doctor/dentist training no sport”. Basically I can do everything else. The five-month old’s visa stamp simply says “work permitted”! Go figure.

This is not the first time I’m living in London. I’d very briefly (for the length of a mid-MBA internship) lived here twelve years ago, and as luck would have it, our cab from the airport to the temporary apartment passed under that office on the way (that employer has moved offices since, I’ve been told).

London welcomed us with some fabulous weather yesterday – I actually considered getting my sunglasses out! Wasn’t too cold (one jacket was enough) and mostly didn’t rain, so despite being sleepless and tired from our journey, we ended up setting out to put beats and meet some friends. While we were waiting at the bus stop, though, it did drizzle a bit, making me reconsider whether we should really go out. Then, my wife reminded me that we weren’t in Bangalore any more, and poor weather is no excuse to put NED.

We took Berry in her stroller yesterday. Walking around with it was peaceful – for the large part, footpaths exist, and though not as smooth as Hema Malini’s cheeks, there are no problems at all with taking the stroller around. It’s not a problem on buses either, but the tube is a real bitch. Most stations don’t have elevators, and you need to carry the strollers up or down stairs. And we haven’t yet figured how to hold it while climbing down escalators, which left little Berry rather scared as she got on for her first tube ride. Henceforth, when a tube ride is involved, we’ll most likely put her in her baby carrier rather than the stroller!

Keeping her warm is a challenge, though. As a good South Indian kid, she refuses to wear any warm clothes and we need to endure significant screaming when we make her wear a warm jacket. We also need to figure out a strategy for the rain. We’ve got this plastic cover for her stroller, but a different strategy is required when carrying her in her carrier (the carrier is also hard to wear when wearing a coat of any kind).

Finally, a note about coffee. Firstly, it isn’t that expensive – a typical coffee at Costa is around £2.25 (I’m still conditioned to thinking GBP/EUR = 1, though I realise I need to add 15% to convert pound prices to Euros, which I’m used to). But the coffee at Costa itself was disappointing.

They promised a Cortado, which is a Spanish concept where very little milk is added to a shot of espresso, giving a rather strong coffee. Costa advertised at their door that they served some three kinds of Cortado (a travesty in itself). And the cortado itself had way too much milk for it to be called a Cortado!

I hope to continue to make pertinent observations, unless I join an employer where continued blogging might seem too dangerous (I’ve worked for those kinds of employers in the past but don’t want to take chances again)! And you might remember that this blog “took off” in terms of the number of posts the first time I was in Britain!

Cafe Coffee Day doesn’t serve Espresso!

Yeah, you read that right!

A weird thing happened this evening. I was at the Cafe Coffee Day outlet on Richmond Road this evening meeting someone, and asked for an espresso. The lady at the counter said that espresso wasn’t available, and if I could have Americano instead.

Now, while the coffee at CCD is generally not of the highest quality (it’s basically a meeting space for rent, and the coffee is incidental), I like to have coffee that is of at least somewhat reasonable quality, and on that count their espresso generally does well. When they have it of course.

When the lady told me that espresso wasn’t available, it was hard to believe, and I pressed to find out why that was the case. They could serve Americano (which is Espresso with hot water), or Cappuccino (Espresso with steamed and foamed milk), but not Espresso.

How were they able to make Americano or Cappuccino without the ability to make Espresso. It turned out that the coffee machine was working fine, and they could turn out an Espresso, except that the cup in which Espresso is served was out of stock.

A short argument later (they agreed to make a “cappuccino without milk” but they’d charge the cappuccino price for that), I demanded to see the manager. And then I decided to take down the name of the person at the counter on my phone. At which point an even more bizarre thing happened.

She suddenly fled to take cover behind the counter! She just wouldn’t let me see her name tag, and she wouldn’t come out from behind the counter. And that also effectively meant that the cafe was refusing to serve us, since nobody was willing to take our order – thus forcing us to deny them of their business!

The person I was meeting presently mentioned that there was a Barista not far from there, and a quick walk later, I was sitting down with a cup of double shot espresso there (it’s one of the very few Baristas still operational in Bangalore).

The funny thing is that Barista served me the espresso in a mug that is not normally used to serve Espresso! Maybe there’s really a shortage of Espresso cups in Richmond town!

If anybody from the company is seeing this, this happened today (15th June 2016) at around 5:30 in the evening at the Richmond Road outlet (opposite HDFC Bank). It seems like it’s the result of some messed up incentive structure for employees. 

I have experience in designing salesperson compensation structures, and would be happy to structure a better incentive scheme for the company (for a fee of course)! 

Coffee, sugar and cream

A couple of weeks back, my wife and I had a long discussion on the operations of the coffee counter at Maiya’s in Jayanagar. It was an interesting discussion since while I was extremely familiar with the operations there (having gone there almost every other day for the last year), the wife was seeing them for the first time.

My hypothesis was that it was the structure of the coffee+tiffin combo and not accounting for multiple orders in one ticket that caused the congestion. The wife’s diagnosis was rather different – she recognised the sugar counter as the bottleneck.

Most South Indian restaurants have ready two kinds of boiling milk – one with sugar and one without, and your choice of milk (or a linear combination) can be added to decoction to make coffee of the required sweetness for you. Maiya’s does it differently. They only have unsweetened milk, and you need to add the sugar yourself.

So there is sugar placed in a bowl beyond the coffee counter where you add the sugar, get yourself a spoon (inconveniently placed before the coffee counter which means you stretch across) and go on while stirring the coffee. For non-regular customers (my untested hypothesis is that most Maiya’s customers are regulars), this is a novelty and leads to inefficiency of the full queue.

The wife argued that if Maiya’s were to keep both sweetened and unsweetened milk (like other restaurants), sugar could come pre-mixed in the coffee and the bottleneck could be eliminated. Since the barista doesn’t multitask (he fills exactly one cup at a time), there is no problem in miscommunication, etc.

The problem is that turnover of the unsweetened milk in other establishments is not high enough to maintain quality. The thing with the milk is that it needs to be constantly stirred, or at least poured from, for cream to not form in it (such cream can make the coffee gross). When the demand for a particular kind of milk (usually unsweetened) is low, it is not stirred enough, and cream forms. And then when you ask for coffee without sugar (or “less sugar” – remember linear combinations of the milks are possible) you end up with cream in your coffee.

This happened to me twice in the last three days. On Saturday I was having coffee at Hatti (opposite Maiya’s), asked for “strong, less sugar”, which meant I got some of the unsweetened milk, which means there was cream in my coffee. I had to spit out some to make it palatable. And the story repeated itself at the Vasudev Adigas in Jayanagar 8th Block on Sunday. Nice tasting coffee made gross by the cream.

It is to solve this problem that Maiya’s perhaps has only one kind of milk – it is constantly boiling away and being poured from, and there is no cream. And you get superior quality coffee. For which I’m willing to pay a premium.

Coffee Pricing Dynamics

I had alluded to this coffee price war once before, but I believe it deserves fuller treatment, hence this other post. This is to do with the two coffee shops facing each other at the concurrence of 7th Main, 30th Cross and the “Diagonal Road” in Jayanagar – Maiya’s and Hatti Kaapi.

So Maiya’s opened for business sometime in 2008-09 (this was the period I was out of Bangalore, and it was there by the time I returned). On the ground floor, one the side, they opened a counter where they sold coffee. It was an efficient operation – you line up, buy the token and then move over to a window where you get unsweetened coffee in a ceramic cup, to which you add sugar as per requirement and move on. The coffee was generally excellent and pricing was always premium. In August 2014, when I started patronising it on a regular basis, a cup of coffee cost Rs. 18 and ten minutes of waiting (in line).

A month or two later came Hatti Kaapi, right across the road and facing Maiya’s. Hatti priced their coffee at Rs. 10 per cup, served in a glass tumbler. Sugar was pre-mixed into the milk, though you could ask for your desired level (no sugar, “less sugar” or “normal sugar”), which would be produced as a linear combination of sweetened and unsweetened milk. Hatti Kaapi served snacks also, and presently expanded its line selling cold coffee, juices and the like. Hatti has a larger customer-facing window than Maiya’s so the operations are rather smooth.

While people might have expected Maiya’s to drop their price in view of this newfound competition, they didn’t, though the cost of a cup of coffee for customers came down – from Rs. 18 and 10 minutes of waiting time, it came down to Rs. 18 and 5 minutes of waiting time. While several erstwhile regular customers crossed the road to the cheaper Hatti, based on anecdata (length of queue every time I go for a coffee, which is about once a day), it is unlikely that Maiya’s lost customers. The presence of two quality coffee shops close together possibly expanded the market and all seemed good.

However, it seems like Maiya’s decided that Hatti had got a competitive advantage by way of serving snacks along with their coffee and decided to replicate the strategy (note that Maiya’s has a full service restaurant upstairs, but this is about the “quick-coffee-and-snacks” market). So they started giving combo offers, where you would get a hot fried snack (choice of bajji, bOnDa, samosa and the likes) with coffee for Rs. 25. The snack would be served out of the same tiny window that served coffee, on paper plates with plastic spoons.

I must confess I’ve never purchased the combo (despite the attractive pricing; the snacks don’t look attractive enough to me), but I’m not sure about the impact that it’s been having on Maiya’s overall sales. I go back to anecdata (for I have no other data; and in my defence I have a large number of data points), and it seems like the average queue length at my arrival has remained the same from the time before Maiya’s started serving snacks (and after Hatti opened). However, I find that the total time taken in queue is now significantly higher – closer to the ten minutes from the time before Hatti’s setting up than the five minutes in the intergennum where Hatti was open but Maiya was not serving snacks.

And from my observations there, this is because the snacks have now messed up Maiya’s operations. Earlier, it was simple and linear. It’s a small passage where the Queue goes in a U-shape (unfortunately I haven’t taken pictures, and can’t find any online). At the base of the U is the cash counter and then you move to the side to get your coffee. A nice linear queue.

Now, snacks are served from the same window as the coffee, and since not everyone buys them, the ordering is broken. Also, it is the same token in which people have to get snacks and coffee at the same time, and that disrupts the queue further. Then, there are people who come back for their coffee later having taken the snacks earlier, and thus go straight to the coffee counter without going to the cash counter, messing up people’s expected wait times and leading to further chaos. In other words, thanks to serving snacks, the service time at Maiya’s has gone up, while the utilisation of the barista has gone down.

Hatti, on the other hand, makes full use of its corner location such that snack service doesn’t disrupt coffee service at all.

So the coffee at Maiya’s has effectively become more expensive again (Rs. 18 and 10 minutes), and with declining utilisation, my sense is that they are making significantly less money from their coffee counter now (including snacks) than they were before they started selling snacks. I really hope they will be able to simplify the operations of their coffee and snacks counters, else they risk losing more customers to Hatti. But then it seems like the snacks have become especially popular with Maiya’s regulars, so undoing the snacks service is also not an option.

Finally, here is a piece by the New Indian Express on this price war. As for me, I still prefer Maiya’s – the difference in quality of coffee does it for me. But if they don’t improve their operations soon enough, I might make the switch across the road.

Coffee pricing at Bangalore airport

I had what I thought was a neat theory on coffee pricing at the Bangalore International Airport. However, on second thoughts, I think the theory is bunk. On third thoughts, however, I think I should publish it, even though I don’t believe it is true. So here goes.

There are two places where you get great filter coffee outside the terminal of the Kempegowda International Airport near Bangalore. At the Western edge, close to the departure gates, there is Maiya’s, which also sells South Indian snacks and food items apart from pre-mixed filter coffee (without sugar). The coffee here is priced at Rs. 30 per cup. At the Eastern edge, close to the arrival gates, there is an outlet of Hatti Kaapi. Now, this outlet has started selling snacks, too, and now sells coffee in cups and pots of various sizes. However, the “basic” filter coffee, which is mixed fresh on the spot (you can choose the level of sweetness, and strength) and is available in a paper cup the same size of that at Maiya’s, is priced at Rs. 15.

The argument I had in mind for this differential pricing was that the clientele of Maiya’s, it being at the departure gate, is mostly passengers on their way to board flights. Given that they can afford to fly, they can afford to pay a premium for good coffee. Hence it is good economics to charge a high price for the coffee. Also, given that departing passengers are usually short on time, it is unlikely that they will pay the additional time cost of walking down to the Hatti Kaapi outlet in order to save the Rs. 15 per cup monetary cost of coffee there.

At the other end, Hatti Kaapi is at the arrival gate, and its major clientele consists of drivers. Given the distance of the airport from Bangalore city, it has become almost unheard of for relatives and friends to go all the way to the airport to pick up people. So people waiting at the arrival gate are mostly drivers. And given that drivers are not particularly rich (not rich on an average as airline travellers at least), they are much more price-sensitive when it comes to their coffee. And so the coffee at this end of the airport is priced at a much more reasonable Rs. 15 per cup. This makes for a nice economic theory, right?

The theory falls apart, however, if you compare the prices at Maiya and Hatti kaapi outlets at the airport to their prices elsewhere in the city. A good parallel is in Jayanagar, where the same two establishments have outlets across the road from each other (intersection of 7th Main and 30th Cross).

The kind of service in the two establishments is similar. You stand in line, take a token and stand in line again to get your cup of coffee. Hatti serves its coffee in a paper cup while Maiya serves in a ceramic cup-and-saucer. Like at the airport, Hatti’s kaapi is mixed on the spot and you can set your sugar level. Unlike at the airport, Maiya also mixes coffee fresh on the spot, but like at the airport no sugar is added and you need to add it yourself. It must be mentioned here that the Maiya in question has been there for several years while the Hatti outlet across the road started only a few months back.

And how do Maiya and Hatti price their coffee in Jayanagar? Maiya is at Rs. 18 per cup, and Hatti at Rs. 10 per cup. So the ratio of prices of a cup of coffee between Maiya and Hatti at the airport (2:1) is not very different from the ratio of prices of a cup of coffee between Maiya and Hatti in the city (1.8:1). So the theory I mentioned above falls flat on its head.

Where the theory stands, perhaps, is in explaining why Maiya and Hatti are located at the airport at the ends where they are located – Maiya being a more premium brand in general captures the passenger crowd at the departure gate, while Hatti being a more price-sensitive brand captures the driver crowd at the arrival gate.

And regarding the coffee itself I’ve had coffee at all four outlets and can confirm that both in the city and the airport, the quality of Maiya’s coffee is much superior to Hatti’s. In fact in Jayanagar, where the two outlets are a 5-minute walk from where I live, I prefer to pay the price and time (the lines at Maiya are generally longer than at Hatti) premium to drink coffee at Maiya rather than to drink the more “reasonably priced” stuff at Hatti.