https://whimsical.com/blue-tokai-coffee-H4ubWGBZgQ84NdZUMZZZPU
| Metric | Starbucks (₹ Cr) | Blue Tokai (₹ Cr) | Third Wave Coffee**(₹ Cr)** | Source |
|---|---|---|---|---|
| Revenue | 1,140 Cr | 127 Cr | 144 Cr | Starbucks & Blue Tokai & Third Wave Coffee |
| Gross Profit | 778.51 Cr | 84.5 Cr | 100 Cr | |
| Gross Margin (%) | 68.29% | 65% | 70% | Starbucks & Estimated for Blue Tokai(food 60% , coffee 70%) & Industry standard |
| Net Margin (%) | -2.19% | -33% | -37.5% | Starbucks & Estimated for Blue Tokai(Industry standard for speciality coffee) |
| Net Profit | -25 Cr | -42Cr | -54 Cr | The Kredible |
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/2f623e06-b4c2-4a1f-8a5e-58c536de72e3/4bed1f0d-2149-4ba9-b0d3-5d90b1c2c9ed/flash.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/2f623e06-b4c2-4a1f-8a5e-58c536de72e3/4bed1f0d-2149-4ba9-b0d3-5d90b1c2c9ed/flash.png" width="40px" /> Product Sourcing vs. Roasting Expertise
This matrix can help analyze the positioning of brands based on their sourcing practices and roasting capabilities.
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/2f623e06-b4c2-4a1f-8a5e-58c536de72e3/4bed1f0d-2149-4ba9-b0d3-5d90b1c2c9ed/flash.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/2f623e06-b4c2-4a1f-8a5e-58c536de72e3/4bed1f0d-2149-4ba9-b0d3-5d90b1c2c9ed/flash.png" width="40px" /> Flavour Variety vs. Sustainability Focus
This matrix can help analyze the positioning of brands based on the variety of flavors they offer and their focus on sustainable and ethical sourcing practices.
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/2f623e06-b4c2-4a1f-8a5e-58c536de72e3/4bed1f0d-2149-4ba9-b0d3-5d90b1c2c9ed/flash.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/2f623e06-b4c2-4a1f-8a5e-58c536de72e3/4bed1f0d-2149-4ba9-b0d3-5d90b1c2c9ed/flash.png" width="40px" /> Price Point vs. Brand Positioning
This matrix can help analyze the positioning of brands based on the variety of flavors they offer and their focus on sustainable and ethical sourcing practices.
<aside> 💡 Specialty Coffee Packaged Segment: Araku Coffee
Specialty Coffee Focus:
Like Blue Tokai, Araku's core focus and brand identity revolves around premium specialty coffee. They share a similar narrative around elevating Indian coffee and supporting Indian coffee farmers.
Premium Positioning:
Both Blue Tokai and Araku position their packaged coffee as a premium, artisanal product and employ upmarket pricing. This makes them vie for the same target segment of discerning, quality-conscious home coffee consumers.
Omnichannel Presence:
Araku has its own e-commerce store and availability on platforms like Amazon. This, combined with their offline retail presence, makes them compete closely across channels.
Comparable Product Portfolio:
Both have a wide range of SKUs including single-origin coffees, special blends, brewingeasy-to-use pour over options and gift boxes.
</aside>
| Parameters | Nestle Professional | Coffee Day Beverages | Sleepy Owl |
|---|---|---|---|
| Revenue | 697.71 cr | 295cr | 40cr |
| Locations (w.r.t installations) | 30000+ as per 2019 | 24,000+ | 2200+ |
| Sectors Covered | Office & WorkplaceRestaurant, Café & BakeryHotelCanteen/CafeteriaShop/KioskCaterer | Office & WorkplaceHotelsCanteen/Cafeteria | Office & WorkplaceRetails stores |
| Top Clients | Indian Railways, Hindustan Unilever Limited (HUL), Sodexo India | Accenture, WeWork, Infosys | - |
| Market share | 35% | 20% | 3% |
| Consumption of coffee (millions/year) | 7.623 | 4.356 | 0.6534 |
| Consumption of coffee (millions/month) | 0.63525 | 0.363 | 0.05445 |
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