The brand that has brought ABCTCL the most visibility and made it a household name is Café Coffee Day, the coffee bar concept it pioneered in the Indian market, giving a significant fillip to coffee consumption in India.
ABCTCL set up the first Café Coffee Day outlet in Bangalore's commercial fulcrum, Brigade Road, in 1996. From a handful of cafés in six cities in the first five years, Café Coffee Day, or CCD as it is popularly known, has become India's largest and premier retail chain of cafes with 540 cafes in 90 cities at the last count.
The brand's logo - a vibrant red square bearing a white swirl signifying the invigorating aroma of freshly brewed coffee, and the green stroke that is symbolic of ABCTCL's 138 years in the coffee growing business - is a familiar sight in all key urban residential, commercial and retail areas.
The concept initially took advantage of the rising popularity of the internet, and CCD served as a coffee shop cum cyber café. Till about the late 1990s, coffee drinking in India was restricted to the intellectual, the South Indian traditionalists and five star coffee shop visitors. Coffee consumption jumped from the five decade figureof 50000 tonnes to 80000 tonnes since Café Coffee Day came into existence. With the catch phrase 'A lot can happen over coffee', the chain has promoted coffee as a social lubricant and the beverage of choice among the young, middle and upper classes.
Bridging the gap between the coffee bar - Café Coffee Day, and the vending machine, is the Xpress kiosk, a retail fast food and beverage outlet that is a mix of company owned and franchisee driven ventures. While over 750 outlets operate in indoor and outdoor locations, shop-in-shop at major malls, a majority of the kiosks are close to offices. Besides offering a reviving cuppa to the flourishing corporate sector in urban India, the kiosks are also at convenient locations like gas stations, railway stations and bus depots.